Paris Fashion Week

Paris Fashion Week came to a close last week and it did not disappoint in terms of innovation and creativity - one spring/summer 2023 show in particular has left everyone talking on a global scale - Coperni. 

Coperni closed out its Paris show by making a live spray-painted dress on supermodel Bella Hadid, who walked onto the catwalk in only some nude underwear. The white liquid spray paint, which instantly transforms into a jersey-like wearable material took around 10 minutes to create, stunning the audience at the Musée National des Art et Métiers in Paris. 

How was it made? 

If you are a bit of a fashion geek like me (and have been completely mesmerised by this video), then you might be interested to know that the spray-on dress was developed by Fabrican and Scientist Manel Torres, along with Coperni’s co-founders Sébastien Meyer and Arnaud Vaillant. The team worked together at London’s Bioscience Innovation Centre for more than 6 months. 

The results 

So for us here at Pic, the most impressive part was how this creative tactic exploded and how quickly the video went viral, reaching new young luxury consumers beyond Coperni’s own community, giving this Parisian ready-to-wear and accessories brand, one of the most amazing Media Impact Values seen during Fashion month.  

In the 48 hours after the show, according to WWD, the media impact value was measured at 26.3 million dollars, with 20.9 million dollars of that attributed to social media. Mind-blowing to say the least! 

The Fashion Network reports that hours after the show, the performance led to tens of thousands of posts on Instagram, and even more ‘likes’. Vogue Business mentions that over on TikTok hashtag #Coperni had 73.6 million views by the following day and hashtag #SprayOnDress is currently at 5.6m views as I write this. Coperni’s young fans on TikTok just can't get enough. 

So, what do Coperni’s designers have to say? 

To summarise, co-founders Arnaud Vaillant and Sébastien Meyer have become known for their fashion innovations. The last time we saw a spray can on the catwalk was at the Alexander McQueen Spring 1999 show (I’m a huge McQeen fan). Personally I am just as excited now as I was then in terms of pushing the boundaries in fashion. 

‘It’s our duty as designers to try new things and show a possible future. We’re not going to make money on this, but it’s a beautiful moment – an experience that creates emotion.’ - Sébastien Meyer talking to Vogue Business. 

So what do you think? True innovation or just a PR stunt? A moment that will go down in fashion history?  The long term impact remains to be seen, but the short term effects have been dramatic in terms of promoting the Coperni brand.

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