Only eight seats remain

for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.

SECURE YOUR SEAT

Melania Trump’s $2,000 Roksanda RNC dress sells out

Prior to allegations that Melania Trump plagiarized Michelle Obama’s address to the 2008 Democratic National Convention, most of of the online attention was directed toward her dress.

Poof, it's gone.
Poof, it’s gone.

The wife of presumptive GOP nominee Donald Trump strutted onto center stage at the Republican National Convention last night in a form-fitting, off-white cotton dress from designer Roksanda Ilincic. The Margot dress, which Trump picked out herself according to WWD, quickly sold out on Net-A-Porter’s website where it was selling for $2,190.

Net-A-Porter didn’t immediately return a request for comment. Trump’s only edit to the dress were to the sleeves, choosing to add chiffon poufs.

Interestingly, a cheaper version of the dress in pink has also sold out.

High-profile celebrities have chosen to wear Ilincic’s dresses in the past, including Emma Stone, Olivia Wilde, and even Duchess of Cambridge Kate Middleton. Trump’s story is similar to the designer’s in that Illincic was born in Serbia, a country formerly part of Yugoslavia, along with Slovenia, where Trump was born in.

Online, there were 375,000 tweets about her speech per Amobee Brand Intelligence, but much of the conversation focused on the plagiarism allegations. But those tweets focused on her dress were positive:


The dress won over fashion critics, with The New York Times labeling the white as a “political baptism.” Vanessa Friedman added: “Plus, of course, when you are insisting on the purity of your spouse’s motives, it underscores the message.”

More in Marketing

Marketing strategists search for a solution to AI’s all-too predictable outputs

Marketing strategists embracing tools are finding AI’s penchant for predictability puts a ceiling on their usefulness. But the search for a solution prompts questions over how much they should rely on the machines.

OpenAI turns on cost-per-click ads inside ChatGPT

The move come as the platform looks to hire its first Advertising Marketing Science Lead.

Digiday+ Research: Marketing workflows benefit from AI, but trust is still a barrier to adoption

Research shows that while marketers see AI’s benefits, trust and complexity issues are barriers to widespread adoption.