It is case to say, this is the “IT” dress. This appliqued Miu Miu dress is in 3 magazine covers: Elle (Lily Allen), Vogue (Freja Beha Erichsen) and W (Eva Mendes). This is definitely a serious case of a cover dress.
ADENDA: turns out it is one Miu Miu dress, FOUR covers. Swedish Elle also features the dress on its August cover.