Viral fashion marketing: Maker origin

6 viral fashion marketing: Maker origin, traced from the first post to the peak with sources. 17% started on Instagram. Median 20 days from first post to peak.

Cases
6
Median Spread Score
41
Most started on
Instagram17%
First post to peak
20 days

By mechanic

All118Controversy58Visible in use44Scarcity drop32Transgression27Response chain26Creator relay26Real-world spectacle24Sell-out loop17Newsjacking14Resale market14Identity badge14Pairing12Remixable template8Dupe economy6Maker origin6

Just looking like a wow

48
All you need to know about 'Just looking like a wow'

196M views

Gucci Twinsburg

41
The Gucci Twinsburg Fashion Show

Peaked at #6

Heelys

41
A pair of red, black and grey Heelys, including an upturned shoe showing its sole.

$188.2M on a $7.9M media spend

Patagonia: Earth is now our only shareholder

34
Despite Twitter backlash, the Patagonia climate action resonated where it mattered

Peaked the day it began

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

More collections

Maker origin in every industry