Video: Hot New Brand: Loudbrandstudios
All brands and fashion events have gone online this summer. But it turned out that it is not so easy to lure the audience even for online fashion weeks: the sad experience of London Fashion Week, which passed almost imperceptibly, clearly showed this. The most discussed in any case were the shows that were already held in the usual (well, almost, except for the masks on the guests and seating at the distance). Still, even the show of everyone's favorite Jacquemus seems to have not attracted the same attention that fell on the small London brand Loudbrandstudios. He did not participate in fashion weekends, did not arrange shows - it turned out that one photo on Instagram was enough. And, as usual, one Twitter scandal.
It all started with a post by Kylie Jenner. She posted on Instagram a series of photos of which she flaunted in a tight-fitting yellow mini-dress with fiery and as if burnt mesh panels on the chest. She did not mention the brand in the post - she limited herself to a short signature Love it here. But attentive and style-savvy subscribers quickly recognized the work of Loudbrandstudios in the dress, created by black Londoner Jedidiah Dyil. And they flew into a rage, deciding that Jenner did not mark the brand out of malice - because she refuses to support brands owned by black people at a time when it is especially important due to the rise of the Black Lives Matter movement. Kylie was accused of rubbing the "wrong" comments under the post, and of cashing in on the talent of "small" designers, supporting only large advertisers.
Kylie reacted: she wrote on Twitter that the accusations were meaningless: "Why would I block comments and REFUSE to mark the brand, this is completely wrong." And she gave a link to the brand's website, and then added a mark to the original post. By this time, 10 thousand people had already subscribed to the Loudbrandstudios account, and after that another forty came. The dress predictably became a super hit - even before the addition of the marks. Jedidiah began selling such units back in January, but since then, according to the designer, several units have been sold. And within 15 minutes after the release of Kylie's post, the entire collection was sold out. Dresses can now only be purchased by pre-order.
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