Dry Dolly launches a towel dress that is as versatile as it is stylish, for life’s in between wet and dressed moments.

It was a chance meeting that brought Dry Dolly to the attention of Sarah Jayne Crust, the UK’s leading Dolly Parton tribute artist. Known on stage as Dolly P, Sarah Jayne instantly saw the charm of the towel dress for backstage comfort and modesty in between sets – but it was an emergency at home that proved its true worth.

When one of her parents needed urgent help, Sarah Jayne was able to step straight into her Dry Dolly dress and be out the door in seconds. She wore it all day and later described it as her “emergency garment,” something she now insists everyone should have hanging on the back of their bathroom door.

Dry Dolly, the world’s first stylish drying brand, was created to solve the everyday struggle of what to wear in the moments between wet and dressed. Inspired by what the name “Dolly” represents – fun, comforting and glamorous – the brand celebrates modesty, practicality and joy without ever compromising on style.

The Dry Dolly Towel Dress is designed in the UK and produced in Turkey from premium terry towelling. It offers bust support, deep pockets, and a lightweight, quick drying fabric, making it a true multitasker for showers, spas, beaches, gyms, festivals, and more.

As co-founder Tara Parkinson explains:

“Every woman knows the towel struggle. We wanted to create something that was functional, modest, and beautiful all at once. Dolly Parton embodies confidence and individuality, and this campaign is about celebrating that spirit with Dry Dolly.”

The playful “Here You Dry Again” campaign pays homage to Dolly’s legendary song, while showing how Dry Dolly has reimagined a category that has long been overlooked. The towel dress replaces bulky robes, slipping towels, and awkward ponchos with one clever design that looks good everywhere.

About Dry Dolly:

Founded by sisters Tara Parkinson and Rachael Alpha, Dry Dolly is a UK & UAE based brand creating a whole new category: Stylish Drying Apparel. Their designs are protected originals, endorsed by Buy Women Built, and already gaining attention with two Innovation Award Nominations.

Notes to Editors:

·      Prices from £59.99 (UK) / AED 349 (UAE)

·      Available online: www.drydolly.com & www.drydolly.ae