Sofia Richie and Elliot Grainge’s wedding was a spectacle that celebrated their love and sparked interest in Richie’s fashion choices.
The daughter of famed singer Lionel Richie, a model and fashion icon in her own right, turned heads with not one but three Chanel wedding dresses on her big day. Her choice of attire was a nod to her chic and elegant sense of style that fashion enthusiasts have always admired.
However, it wasn’t just her dresses that caught the public’s attention but also the viral moment she created for the French luxury house, resulting in a spike in online searches for the fashion brand following the wedding.
According to Lyst, an online fashion platform that tracks the latest fashion trends, searches for “Chanel” increased by a stunning 300% following the wedding. The numbers indicate that the prominent displays of fashion on the wedding day brought fresh attention to the brand name and increased interest in specific products such as “Chanel Slingbacks,” which saw a 40% spike in online searches.
The wedding’s real-time footage gave fans a unique insight into her big moment, which contributed to the viral success of Chanel. Unlike many celebrities who prefer to maintain their privacy by posting about their lives after the fact, Sofia’s approach was oddly refreshing.
Today, consumers crave authentic connections, with 86% considering authenticity as an essential factor when deciding which brands to support. It should come as no surprise that virtually interacting with celebrities and being a part of a significant life event allows them to feel like they are on the journey with them and helps them form a connection.
That said, many celebrities prefer to maintain their privacy and create exclusivity by passively posting key highlights, ultimately distancing themselves from their followers. That makes Sofia’s real-time approach all the more unique as it lets her fans be a part of the big day, albeit virtually.
Over a series of days, Sofia Richie documented every detail – from get-ready with me (GRWM) videos to showcasing as many details as possible leading up to the actual day.
Photo(s) credit: Sofia Richie / Norman & Blake / German Larkin
