Viral fashion marketing: Response chain

Cases
25
Median Spread Score
41
Most started on
X40%
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

Lizzo’s tiny Valentino bag

58
You are EVERYTHING, @lizzo! Cant wait to see you on the #AMAs stage!

J.Crew Tiny Rollneck

55
Tiny Rollneck™ For Women | J.Crew

Lady Gaga’s Met Gala outfit reveals

49
Lady Gaga changed outfits on the Met Gala carpet in Vogue’s official entrance recording.

Nara Smith Makes a Marc Jacobs Tote from Scratch

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

17M views

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…

Nike Dream Crazy

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

710M impressions

Bad Bunny Is Infinite for Calvin Klein

44
Bad Bunny Is Infinite | Calvin Klein Spring 2025

30M views

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

Aerie crossover leggings

42
Yes queen give us nothing (dc: @rianneneill)

3M impressions

This Tomato Is So Loewe

42
This tomato is so Loewe I can’t explain it

4.1M views

Nike SB x Ben & Jerry’s Chunky Dunky

42
Nike SB Churns out Chunky Dunky Sneaker with Ben & Jerry's

1.4K sold

Edie Parker Burn Bag Unboxing

41
Replying to @vintagechanelgirl4 the coolest party trick i’ll ever have #lighterbag #bagwithalighter #luxurytiktok #fashiontiktok #tiktokfashion #clutch #designerbag #luxurybag #luxuryunboxing…

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

Jeremy Allen White for Calvin Klein Spring 2024

38
Jeremy Allen White in Calvin Klein Underwear | Spring 2024 Campaign

9M impressions

Nicole Kidman’s Balenciaga runway walk

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

Michel&Amazonka’s Mongolia Olympic Uniforms

36
Michel&Amazonka on Instagram: "Unveiling Team Mongolia uniforms for 2024 Paris Olympics Opening and Closing ceremony Creative Director : @a.bignuut Photo: @nima_pht Model: @t.suee Make up:…

2M 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

SKIMS Mens All-Star campaign

30
SKIMS MENS LAUNCHING 10.26

244M impressions

Loewe’s pixelated runway clothes

29
Loewe had pixelated clothes on the runway for SS23.

Daniel Craig for Loewe Fall 2024

28
Daniel Craig for Loewe (2024)

196.7K views

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…

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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