We’re all enamoured with the Hadids, it turns out.
There’s no denying that Gigi and Bella Hadid are cool. They’re young, in demand and have a stellar sense of style – one that many of us want to emulate. So much so in fact that recent research has shown that having one of the Hadid sisters on the runway drives big traffic and sales.
Luxury e-commerce site Moda Operandi has analyzed data from its runway sales (which happen mere hours after the finale of a show) to predict trends for the upcoming season. From that data, the site has determined that items worn by either Bella or Gigi in the S/S20 shows generated 127 per cent more views on average than any other looks.
But it’s not just the Hadids that had an impact this season. Following Jennifer Lopez‘s iconic walk down the runway at Versace in the updated version of that legendary green jungle-print dress, searches for the piece generated 22 times more traffic than any other SS20 product on average.
Unsurprisingly, the data also proved that Bottega Veneta’s popularity is going nowhere fast. Lisa Aiken, Mod’a Fashion & Buying Director, said in the report that “Bottega Veneta is the hottest brand on the planet”, and the data most certainly proves that. The brand was the most inquired about on Direct Message on Instagram, its Dream Quilted Sandal sold out within a week of hitting the site, and Moda’s new season buy “represents the biggest season over season growth of any brand” in the site’s history.
Other buzzworthy brands for the season were Brandon Maxwell (the brand had the highest engagement) and Loewe (the Jonathan Anderson-led label drove the most traffic). Plus, influencer Pernille Teisbaek’s puffer jacket-inspired heel, designed in partnership with Gia Couture, was the “most added-to-cart shoe” of the season. The trunkshow was also the bestselling non-apparel trunkshow for SS20, too.