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. (Read More Here).
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.
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
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