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HomeViralBella Hadid’s nude, spray-paint dress generated millions by going viral

Bella Hadid’s nude, spray-paint dress generated millions by going viral

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Our fascination is Coperni’s paycheck.

Bella Hadid’s viral spray-painted dress moment at the Coperni fashion show during Paris Fashion Week on Friday has generated a media impact value of $26.3 million in just 48 hours, according to Women’s Wear Daily.

The shocking figure is Media Impact Value (MIV), or the monetary value calculated from online posts, interactions or articles — of which there were plenty.

Videos from the catwalk show three men spray painting a full white dress onto her mostly-nude body.

Launchmetrics, which assesses the MIV, reported that $20.9 million of that value came from social media alone. The 25-year-old model’s most impactful post generated $1 million by Sunday night with more than 2.8 million likes.

Bella Hadid spray-painted dress
Bella Hadid, 25, went viral for being spray painted during Paris Fashion Week.
AFP via Getty Images

By way of comparison, WWD noted that Kim Kardashian’s appearance at Balenciaga’s show in July, in which she wore the caution tape dress that spawned memes and copycats, generated just $935,000.

Parisian brand Coperni’s own post accounted for $210,000 in MIV.

The moment was a spectacle for both audience members and social media users. Hadid walked onto the runway wearing only a thong and covering her breasts with her arm. Painters quickly got to work, placing a thick white latex around her torso.

Bella Hadid spray-painted dress
Hadid stood still, slowly moving her arms for painters to complete the dress.
AFP via Getty Images
Bella Hadid walks the runway during the Coperni Womenswear Spring/Summer 2023 show as part of Paris Fashion Week on September 30, 2022 in Paris, France.
The end result was a mid-length white dress with a high slit.
Getty Images

The finished product resulted in a mid-length, solid-white dress with off-the-shoulder sleeves that draped off the model as she walked the catwalk to close the show.

Hadid’s fashion week appearances kept coming when she walked in the Balenciaga show with makeup that made her look “bruised and beaten.” 

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