Putting A Hadid Sister On The Runway Drives Sales

Moda Operandi, the trusted go-to for fashion lovers keen to snap up the freshest pieces first, has tracked the data from its real-time runway sales to predict what the industry will be wearing next season. Looks worn by Gigi and Bella Hadid generated, on average, 127 per cent more views than other spring/summer 2020 products featured on the e-tailer. That jungle-printed Versace dress, worn by Jennifer Lopez at Milan Fashion Week in homage to her iconic Grammys 2000 moment, sparked 22 times as much traffic as the average garment, as fans flocked to Modaoperandi.com to pre-order it.

Besides the influence of the celebrity elite, Valentino was the most popular collection featured in Moda Operandi’s 350-plus trunkshows (its curated shopping edits). Oscar de la Renta, Prada, Zimmermann, Loewe, Brandon Maxwell, and Versace were also coveted by online shoppers browsing more than 10,000 pieces. Bottega Veneta emerged as the breakout brand, while Tre by Natalie Ratabesi, Molly Goddard, Staud, Marina Moscone and Christopher Esber are the rising labels generating the most clicks.

The most-coveted pieces include Khaite’s bustier top, Simone Rocha’s giant pearl perspex bag, and The Row’s blue work shirt, drop-waist cotton shirtdress and PVC sandals. Blazers accounted for 30 per cent of all jackets and outerwear sold for spring/summer 2020 – a 275 per cent increase from spring/summer 2019. Bermuda shorts are set to dominate the scene owing to a 30 per cent spike in sales, and summer leather is going to be everywhere after Moda Operandi saw an 85 per cent increase in leather sales.

Grey is usurping beige as the Pantone shade of the season thanks to Prada and Miu Miu’s collections, but sunset shades too play into holiday wardrobes, with Emilia Wickstead’s fiery orange gown and the buttercream yellow dress at Cecilie Bahnsen topping pre-orders. This getaway spirit plays into how Moda Operandi customers buy fashion: two- thirds of shopping sessions took place on mobile devices, with customers spending about $2,000 (£1,546) per trunkshow.