Going viral is both a digital and literal gold-mine for those with the ideas to make it happen. The process has launched products, brands, and personalities into overnight successes. For the fashion industry, it provides designers with an opportunity to reach an audience wider than their inner circle, often turning their clothes or accessories into cultural icons.
Launchmetrics, a tech company that works on analysing data for the fashion, luxury and beauty industries, created an algorithm to quantify just what an impact going viral can have. MIV, or media impact value, is their proprietary system that calculates the impact of media placements, engagement and general content circulation in monetary value. Spring/summer 2023 had everything from Cher to 68 pairs of twins, making it one of the most extravagant seasons yet. Here, we have rounded up the top viral moments from the month that are bound to have made millions in MIV.
