Viral fashion marketing: Pairing

Cases
12
Median Spread Score
38
Most started on
YouTube25%
First post to peak
1 days

By mechanic

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

Gap x KATSEYE: Better in Denim

58
Better in Denim.

8B impressions

Louis Vuitton: Victory Is a State of Mind

44
Cristiano Ronaldo on Instagram: "Victory is a State of Mind. A long tradition of crafting trunks photographed by @annieleibovitz for @louisvuitton"

78.4M impressions

Columbia Sportswear: Expedition Impossible

39
Expedition Impossible | Columbia Sportswear

80M impressions

ROSALÍA for Calvin Klein Fall 2025

39
Rosalía Turns It Up | Calvin Klein Fall 2025 Campaign

Moncler Warmer Together

38
Moncler, la campagna pubblicitaria con Robert De Niro e Al Pacino

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 x Durex condom mountain

37
Diesel on Instagram: "A very big D. The #DieselFW23 runway show set revealed a mountain of 200,000 condom boxes as part of a partnership with @durex . In the Diesel and Durex spirit of individual…

Loewe Decades of Confusion

36
LOEWE | DECADES OF CONFUSION

10M views

Addison Rae x Lucky Brand

31
Official launch imagery showing Addison Rae wearing the Ultra Low Rise Flare.

1B impressions

Heliot Emil Man on Fire

26
Model on Fire at Heliot Emil FW23!🖤

1.2M views

Moshions’s South Sudan Olympic Suits

23
LeBron shows love to South Sudan

Patagonia: Don’t Buy This Jacket

18
Patagonia 2011 Don’t Buy This Jacket print advertisement. Original black-and-white campaign creative reproduced in a 2018 retrospective.

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