The Worst-Sellers Parade: Why Do Worst-Sellers Become Best-Sellers?
Sometimes, I feel a little like Pauline Einstein.
You may have heard this story before, but it’s worth repeating—because it’s simply brilliant.
When Albert Einstein was in primary school, his teacher sent a letter home to his parents. Since young Albert couldn’t read yet, he asked his mother to read it aloud. After glancing at the letter, Pauline burst into tears.
"Your son is too intelligent for our school. We don’t have teachers qualified to educate him," she read aloud and then added, "Albert, you’re going to change the world." She bought books and began homeschooling him herself.
Years later, after his mother’s passing, Einstein found that very letter. It didn’t say what she had read to him. Instead, it read:
"Your son is too stupid to learn anything. Please remove him from school."
When this story circulated on Facebook, someone commented: "The world needs more people like Pauline." Not just because Albert’s story is an inspiring precedent, but because everything in life is relative.
And if there’s one thing that the ten-year journey of UNDRESS has taught me—it’s exactly that.
No one openly shares that even the most successful brands rely on the 80% of inventory that sells slowly or barely at all. That clearance sales are less of a joyful event and more of a last chance for the unsuccessful pieces to find their place in the world.
On the other hand, sometimes I feel like Pauline Einstein. I believe in every UNDRESS dress—even the ones you don’t believe in today, the ones that aren’t selling, aren’t desired, or go unnoticed. I believe in those the most, because behind every success, there is failure. And vice versa—if you don’t give up.
Just because the market rejects something today doesn’t mean it won’t crave it tomorrow. Take some of my past collections, for example. Some of their so-called "worst-sellers" became best-sellers six months later—just because we discounted them. Others found success the next summer simply because their initial launch happened during an unusually cold season—when everyone was reaching for sweaters instead of open-back dresses. If a dress isn’t in high demand today, it doesn’t mean it’s any less worthy than the current bestsellers. It might just mean we missed the trend—or we leaned too hard into it. Maybe the color was off, or the length wasn’t quite right. But tweak the shade, adjust the cut, shift the season, or simply change the mood—and voilà! A failure turns into an extraordinary success story.
In the photo gallery, you’ll find a parade of UNDRESS worst-sellers (because let’s be honest—you’re curious to see what didn’t work) and best-sellers. I love them all, and I’m proud of every single one.
A dress won’t change the world or save it. But it can change your mood, your look, and even the course of your date night. Maybe someday, I’ll share those stories too.
Best-Sellers:
KAMEA – In every color except green, which, ironically, is a complete worst-seller.
ADRIA
ALIUR
Worst-Sellers:
LAYLA blazers – High-quality, perfectly tailored… but just not their time yet.
NAMYA – With a big discount, we manage to sell a few.
FELICE, AGNES, ALMA, LALI – Cutout waist details. High hopes, but they didn’t live up to expectations. Apparently, the trend is worth €50, not €350.
BUENA – Sequin slip dresses.
MATISSA, ALBERTA, and the entire denim collection – – Still some of my absolute favorites. Meticulously tailored, with flawless seams and stunning construction. But, for now, unpopular.
