These impressive numbers increased further in the following hours and days after the show.īella Hadid at the Coperni spring-summer 2023 fashion showĪnd it is no coincidence that they unveiled the innovation in the Salle des Textiles, designed in 1850 by the museum’s architect Léon Vaudoyer, initially to exhibit thread and weaving machines. Bella Hadid’s top post reached 1 million dollars in MIV, while top owned media post generated 210 thousand dollars in MIV. Only in the first 48 hours of coverage, Coperni and Bella Hadid’s viral moment generated 26.3 million dollars in MIV-Media Impact Value™, with 20.9 million dollars coming from social media and 5.4 million dollars from websites.
This slinky dress can return to a liquid and be re-sprayed over and over again
This means that the scope of this research is done to reflect the conversations around Coperni + Bella Hadid, without necessitating that placements mention the Paris Fashion Week,” Launchmetrics experts explained.
“As this moment has made it past the niches of the fashion world, we believe it’s worth being studied as such… independent of Paris Fashion Week, as a moment in pop culture. The dress was created in just 10 minutes using the spray-on technology Fabrican “Paris Fashion Week is still ongoing however, due to a large number of requests along with the understanding of context, we couldn’t help but exceptionally break with precedent for the recent Coperni stunt, which has become a viral, cultural phenomenon.” These are the words used by the brand performance company Launchmetrics to communicate the results of the first 48 hours of event coverage. This incredible success was witnessed not only by the buzz that followed but also by the numbers. Torres personally applied this innovative material to the American top model’s body with the help of an assistant.īella Hadid getting sprayed with fabric that dries instantly upon impact with any surface He invented and developed the Spray-on fabric©, a patented technology which dries instantly on impact with any surface, including liquids, to create a non-woven fabric layer. This former fashion design student is now the head of Fabrican Ltd. The designers of the French label have embarked on a collaboration for a futuristic fusion of science and fashion to create a unique live dress in partnership with Manel Torres. The strong chemical scent hadn’t disappeared yet in the air of the Salle des Textiles of the Musée des Arts et Métiers, staging the spring-summer 2023 collection, when those eight minutes immediately became viral.īella Hadid was spray-painted with a liquid fabric on the Coperni runway at Paris Fashion Week However, far from being magic, this new iconic moment was nothing but the result of a brilliant combination between fashion and technology. A guaranteed wow effect for the creative duo Arnaud Vaillant and Sébastien Meyer. Representative Offices and Information CentresĬan you recognise a fashion moment when you see one? Guests at Coperni’s show in Paris last week probably did when they assisted in the performance of a nearly naked Bella Hadid getting a white dress spray-painted directly on her body in the middle of the catwalk.Global Master for Luxury Business Professionals.
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