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

Why Ducati is confident in Web3, despite the cold of crypto winter

Ducati has legitimate reasons to investigate Web3 tech as a marketing tool. Building a community of Ducati enthusiasts, or “Ducatisti,” has been a core element of the brand’s marketing for decades.

Research Briefing: Brands seem unsure about TikTok’s marketing potential, but TikTok Shop pitch may cause them to spend

In this edition of the weekly Digiday+ Research Briefing, we share focal points from Digiday’s recently released reports on agency and brand confidence in TikTok, and on how publishers are making Instagram work for them.

Illustration of man playing games on a computer.

Inside Fandom’s mission to boost brand awareness among Gen Z gamers — with a little help from Instagram

While this is the first gaming related livestream Fandom has done with Instagram, it’s part of a bigger push to celebrate and embrace the vast gaming community among the Gen Z demographic thriving on Instagram’s platform.