Viral fashion marketing: Controversy

Cases
51
Median Spread Score
38
Most started on
X37%
First post to peak
1 days

By mechanic

All104Controversy51Visible in use40Creator relay26Response chain25Transgression24Real-world spectacle23Scarcity drop21Newsjacking14Sell-out loop14Pairing12Identity badge11Resale market8Remixable template7Dupe economy6Challenge6

Billy Porter’s Oscars tuxedo gown

58
When you come to the Oscars, you must dress up. Thanks @CSiriano for creating this custom couture masterpiece. @OscarHeymanBros you have outdone yourselves with your iconic jewels. Style by…

J.Crew Tiny Rollneck

55
Tiny Rollneck™ For Women | J.Crew

Lady Gaga's Oscars gloves

55
#LadyGaga gives us our first meme-worthy look at #Oscars2015. http://t.co/dmXccPy7Zr

(di)vision tablecloth dress

52
how they closed the (di)vision fw23 rtw show at copenhagen fashion week

5M views

Doja Cat’s Schiaparelli crystal look

48
The way doja ignore her while she was busy talking shot with kylie jenner is kinda the best moment,, btw Doja cat is all red is 🔥,,

9.3M views

Nara Smith Makes a Marc Jacobs Tote from Scratch

48
The Tote Bag, made from scratch by @Nara Smith

17M views

The Row’s No-Phone Fashion Show

48
You asked, I answered—what REALLY happens at fashion week?

AVAVAV Fake It Till You Break It

47
Avavav on Instagram: "AW23 - ‘Fake it til you break it’ Creative director - @beate.karlsson Film director - @danielhallberg Photographer - @petroli0 Videographer - @leo.casalini Mua -…

128.1M views

Sam Smith's HARRI inflatable suit

47
sam smith squidward walking sounds #BRITs

2B impressions

Nicole Kidman’s Vanity Fair Hollywood Cover

46
VANITY FAIR on Instagram: "Presenting our 28th annual Hollywood Issue, starring Academy Award nominee @NicoleKidman. The ‘Being the Ricardos’ star has held the keys to Hollywood for decades, and her…

Payless Palessi

46
The Payless Experiment

8.8B impressions

Adidas Support Is Everything breast grid

45
Official Breast Gallery campaign image in the copywriter’s portfolio.

MSCHF Big Red Boots

45
MSCHF

20K sold

Nike Dream Crazy

45
Believe in something, even if it means sacrificing everything. #JustDoIt

710M impressions

Balenciaga Paris destroyed sneaker campaign

44
os novos tênis da balenciaga vou postar aqui e você pense o que quiser

390M impressions

Harry Potter by Balenciaga

44
Harry Potter by Balenciaga

14.8M views

Grindr: I Wool Survive

43
The knitted Knight look on the I Wool Survive runway, from Grindr’s official collection gallery.

2.4B impressions

Kendrick Lamar’s Celine Super Bowl Jeans

41
TikTok video by @_morganelise_h

3.4M views

Coperni’s spray-on dress

40
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…

MSCHF Microscopic Handbag

40
MSCHF on Instagram: "Microscopic Handbag by MSCHF🔬 Smaller than a grain of sea salt and narrow enough to pass through the eye of a needle, this is a purse so small you'll need a microscope to see…

$63.8K revenue

Sydney Sweeney Has Great Jeans

40
A blonde woman wearing denim pictured laying down in a billboard advertisement

Columbia Sportswear: Expedition Impossible

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Expedition Impossible | Columbia Sportswear

80M impressions

Jeremy Allen White for Calvin Klein Spring 2024

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Jeremy Allen White in Calvin Klein Underwear | Spring 2024 Campaign

9M impressions

The Fleabag Jumpsuit

38
Love’s black backless Fleabag jumpsuit with a keyhole front and wide legs.

500 sold

Lilly Pulitzer for Target

38
A model wore Lilly Pulitzer for Target swimwear while reclining on floral outdoor textiles.

Nicole Kidman’s Balenciaga runway walk

38
Replying to @mehows part 2 as promised 🍸 #balenciaga #nicolekidman #nicolekidding #hihi

The North Face helicopter jacket delivery

38
Replying to @Timbrodini We were busy express delivering @Jenn her jacket at the top of mountain. Thanks for the help Jossi!

20.7M impressions

Diesel B-Berny belt-skirt reveal

37
looks good on camera tho 🥲 #dieselskirt #diesel #dieselfw22

5M views

Ludicrously capacious Burberry bag

37
imagine you’re watching the Succession premiere and you realize you have this bag in your closet

11M impressions

MSCHF x Crocs Big Red Boot (Yellow)

37
Raw results, Aug. 7, 2023

9.5M views

Naomi Osaka’s Australian Open jellyfish outfit

37
Now THAT is an Australian Open fashion statement. Naomi Osaka entering Rod Laver Arena 👏 #AO26

2M views

Prada Kolhapuri sandals debate

37
Luxury brand Prada sells traditonal Kolhapuri chappals for Rs...

Alix Earle x Frame Skinny Jeans

35
IN CONVERSATION WITH ALIX EARLE — Numéro Netherlands

Coperni robot dogs

35
Robots abren el desfile de Coperni FW23 #pfw

216.7K impressions

Skims The Ultimate Bush

35
Bethenny Frankel Reacts to Kim Kardashian’s Skims' New Hairy Underwear

Coperni Air Swipe Bag Reveal

33
coperni on Instagram: "The Air Swipe Bag Composition: 99% air 1% glass Weight: 33 grams Dimension: 27x16x6cm Made of NASA’s nanomaterial silica aerogel, the lightest solid on planet Earth, the Air…

4.5M views

JD Sports x The North Face Big Ben puffer

33
JD Sports on Instagram: "We’re all on an expedition 🤝 #JD #JDSports #TNF #TheNorthFace #BensNotHot"

25.7M impressions

Timothée Chalamet's backless Haider Ackermann suit

33
Timothée Chalamet wins Venice. Go home, everyone - it’s all over.

Jonathan Bailey’s The Row Flip-Flops

31
WHAT ARE THOSE SHOES JONATHAN STUART BAILEY

5.2K views

Valentino Pink PP

31
Valentino Pink PP Collection

Alexander Wang Ricco Celebrity Lookalikes

30
alexanderwang on Instagram: "100% certified authentic - ricco back in stock 5.22"

22.3M views

Benito Antonio x Zara

30
Bad Bunny llega a Zara de Plaza Las Américas y transforman la tienda para el lanzamiento de su colección 🇵🇷

178.6K views

SKIMS Mens All-Star campaign

30
SKIMS MENS LAUNCHING 10.26

244M impressions

Lyas’s La Watch Party

28
TikTok video by @ly.as0

34M impressions

SKIMS Ultimate Nipple Bra launch campaign

26
Kim Kardashian on Instagram: "COMING OCT 31: THE ULTIMATE NIPPLE BRA. Perfect fullness with a built-in, faux nipple for shock factor – meet the newest innovation to our Ultimate Bra collection on…

10.1M impressions

Jacquemus Le Bambino bag buses

25
JACQUEMUS on Instagram: "I THINK I LIKE PARIS NOW 🫠"

8.8M impressions

Yeezy Gap’s construction-bag display photo

23
This is how they are selling Yeezy GAP. The sales associate said Ye got mad when he saw they had it on hangers and this is how he wanted it. They won’t help you find ur size too, you just have to…

Maggie Smith for Loewe

22
Jonathan Anderson on Instagram: "So proud Juergen Teller captures @LOEWE Spring Summer 2024 precollection featuring #MaggieSmith Photography @JuergenTellerStudio Creative direction…

Sylvanian Drama for Marc Jacobs

22
Kildare-based Thea von Engelbrechten started using Sylvanian Families toys to create online videos during the Covid pandemic

Nicola Coughlan for Skims Soft Lounge

17
Nicola Coughlan wearing a white Soft Lounge slip dress amid flowers in the official campaign.

Sabrina Carpenter for Skims Spring 2024

15
Sabrina Carpenter on Instagram: "hellooo it’s sabrina your spring @skims girl 💞🍒🐣 Spring intimates drop 4.03 at skims.com"

1.7M impressions

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Controversy in every industry