It's the simplicity of a long dress that will attract you.

The fabrics are touchably soft, from jersey knit to microfibres. Prints scream sophistication, with intricate patterns drawn from nature, such as feathers, vines and leaves.

The empire waist and halter neck ooze sex appeal and because it slips over the head to fall to the floor, it's elegantly simple.

"They're also ideal for travel as they keep you comfortable on the plane and elegant when you disembark," says Marika Brose, women's fashion direction manager for the Bay.

Buy a maxidress now as an investment. I predict this summer trend will extend into the fall and be big again next summer. Pucci dresses danced on the runway in their signature prints. Giorgio Armani's long dresses had intricate pleats and tiered fringes and were paired with sheer shawls. Gucci's billowing dresses were inspired by Russian prints and had dropped waists with sash belts.

"Day dresses are a key wardrobe item now and into fall as they make getting dressed simple and easy," says Marlene Robillard, director of communications for Le Chateau.

Dakota Nicolle of Dakota Mae Boutique & Beauty Bar agrees: "Day dresses become transitional depending on how you accessorize them," she says, noting that a belt and sandals work for a summer look, and boots and a scarf complete the outfit for fall.

"Keep it as simple as possible, just let the dress make the statement."

The maxidress is a casual look that beats out a T-shirt and jeans any day.

Lisa Hannam reports on fashion for The Hamilton Spectator. gostyle@thespec.com