Grade B20 sourcesHIS-00509
Coperni’s spray-on dress
Campaign · 2022 · Notable
A runway dress sprayed onto Bella Hadid drew a vendor-estimated $26.3M in publicity value.
British Vogue
@BritishVogue · Sep 30, 2022
It wouldn’t be Paris Fashion Week without a major gasp moment – and the Coperni SS23 show concluded in the most spectacular fashion with Bella Hadid acting as a human mannequin for a spray-on dress that was fashioned before the audience's eyes.
Spread Score
How it worksNumbers
- Seed to peak
- 1 day
- Sep 30 ’22 to Oct 1 ’22
- Platforms
- 6
- Started on Retail
- Origin
- Stunt
- Fashion & accessories
How it spread
Trace the originCoperni’s Fabrican dress finale featured Bella Hadid and inventor Manel Torres. Front-row publishers and Diet Prada shared clips during the performance. Halloween recreations followed; Tomorrow later reported restocking and preorders.
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Changelogupdated Oct 16 ’26
- Added 1 source · Added 1 number
- Added: 14 events, 17 sources · Score 40 · Fact-check passed (34 claims)
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