Sometimes, all it takes is an appearance on social networks for a fashion item or a beauty product to become the object of all desire, causing inventory shortages.
It's a phenomenon that continues to grow in recent months to the delight of the brands concerned, which benefit greatly from such visibility via a celebrity profile.
The latest example involves none other than Taylor Swift who, for her debut on TikTok, has (once again) broken the internet.
Taylor Swift's floral Reformation dress
It only took a 9-second clip, and 2 seconds of being featured, for this little yellow floral dress from the brand Reformation to go out of stock. And it's all due to Taylor Swift, who finally signed up to TikTok on August 23.
For the occasion, the singer published a nine-second video in which she performs some of her songs by changing her outfit each time; the clip has been seen over 14 million times.
In the third part, she highlights her album Fearless (Taylor's Version) wearing the famous little yellow "Joyce Linen" dress by Reformation, fabricated in linen as its name indicates, and decorated with a small bow at the chest.
In short, a cute summer piece that is certainly pretty, but nothing extraordinary.
And yet, these two seconds of appearance caused the e-shop of the brand to be swamped; the model is still available in other colours but no longer in "Felicity", the one worn by Swift.
A godsend for the label, which may not have seen such a peak in web traffic coming its way.
Michelle Obama's check print Asos dress
Some events – and some individuals – are so high-profile around the world that they also help to boost the sales of certain products.
Michelle Obama is a prime example, with her every appearance scrutinised across continents. And if the former First Lady of the US often wins plaudits for her fashion choices, the plaid dress she wore on the picture shared by Barack Obama for his re-election in November 2012 was literally snatched up in a buying frenzy.
In the arms of her husband, Michelle was pictured in a sleeveless red and white check-print dress.
Simple, basic. A model that is not the creation of a renowned designer, but online store Asos. It didn't take much more for it to be sold out in just a few hours – and garner nearly 5 million likes in the process.
Kate Middleton's khaki Zara dress
Another figure who often breaks the internet with her outfits is Kate Middleton who has been cultivating a stylish and neat look with a mix of fashion brands and designer brands for years.
One year ago, at the beginning of the year 2020, the Duchess of Cambridge made headlines with a very classic design, which would have probably gone unnoticed if it had not been worn in a video posted on Instagram, seen more than 2 million times.
That day, Middleton spoke in a short video about a photo project, Hold Still 2020, launched in the middle of a lockdown, alongside other celebrities (all virtually).
She was wearing a khaki dress covered with small flowers and with a lace effect neckline. The dress came from Zara. Only a few hours after the publication of the video, the dress was out of stock, showing once again the power of social networks. – AFP Relaxnews