Back in the day, luxury items thrived solely on their exquisite craftsmanship, unparalleled quality, and prestigious branding.
However, in today’s hyper-connected world, successful product placement, timed impeccably alongside influential personalities, and paired with high-profile events like the Super Bowl, can transform an item into a viral sensation.
Renowned athletes, such as two-time Super Bowl champion Travis Kelce, epitomize this phenomenon with their game-day attire. Kelce’s recent appearance before the monumental clash against the 49ers showcased his sartorial prowess in a bespoke sequin-embellished bouclé shirt jacket and coordinating baggy trousers by Amiri, sparking a staggering 317% surge in searches for the brand on Lyst.
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Similarly, Usher’s halftime performance attire, a bespoke ensemble by Ib Kamara for Off-White, saw a notable 13% increase in brand searches, underscoring the power of celebrity endorsement.
Taylor Swift, a paragon of sporty-chic elegance, captivated attention in a custom-made bomber jacket, black corset top, and crystal slit jeans by Area during the Super Bowl festivities. Swift’s ensemble swiftly became the talk of the town, triggering a remarkable 311% surge in searches for the coveted jeans.
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Harnessing the art of strategic marketing, Hailey Bieber orchestrated a masterclass in product promotion. Her beauty brand Rhode’s recent cleanser launch, concealed within an oversized bath bomb, captured the imagination of influencers worldwide, transforming unboxing into an event in itself.
Not stopping there, Bieber’s ingenuity shone through with the launch of a sleek phone cover that seamlessly integrated the viral lip treatment by Rhode. This savvy move capitalized on existing demand while elevating the allure of both products, cementing Bieber’s status as a marketing maven in the beauty landscape.
Take a look at all the ‘it’ luxury products of the moment that are loved by your favourite celebrities:
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Images: instagram: @amiri, @haileybieber and ibkamara
