Lilita Rafidi has a “magic” dress. She bought it in two sizes, at $695 each, two years ago and has since hired them out, she estimates, 120 times.

“It’s easily made me $15,000,” she says of the Zimmermann Number 96 dress. “I don’t know what it is that people love about it exactly, but they keep coming back for it.” She would be wearing it today except it has been hired out.