The latest viral moment from The White Lotus has once again demonstrated the show’s power to influence fashion trends. In episode six of the third season, which aired on March 23, Parker Posey’s character, Victoria Ratliff, delivers a memorable line to her husband: “I just don’t think at this age I’m meant to live an uncomfortable life.” The scene features Posey wearing a Jim Thompson Slipper Orchid silk kimono dress, sparking a surge in demand for the garment.
According to the brand’s chief executive officer, Frank Cancelloni, the impact was immediate. “Our U.S. e-commerce site outperformed our global site for the first time, driven entirely by demand for the kaftan, for which sales have increased 671 percent in the past four days,” Cancelloni told WWD.
Founded in 1950 by American veteran James H. W. Thompson in Thailand, where the show’s third season is set, the silk manufacturer collaborated closely with The White Lotus costume designer Alex Bovaird to create fashion and home furnishing pieces that authentically represent Thai culture. The collaboration has yielded impressive results, with the brand’s U.S. order volume increasing by 228 percent and overall revenue rising 138 percent year-over-year in March.
Retailers were quick to react to the episode’s fashion influence. Knockoff versions of the dress appeared online within hours, while bloggers flooded social media with affiliate links to help followers track down the garment. By the end of the episode, the dress had completely sold out.
Other brands have also benefited from the show’s reach. My Beach Side, known for its sustainably hand-crocheted pieces, experienced a notable increase in search interest, social media engagement, and sales after Chelsea, played by Aimee Lou Wood, wore one of its minidresses. Meanwhile, pieces from Juillet, Rachel Comey, and Alemais sold out after being showcased on the show. Even brands that were not featured have seen a rise in demand for resortwear, with luxury label Bruno Magli reporting an increase in searches for its spring 2025 collection since the season’s premiere.
Beyond sales figures, The White Lotus has proven to be a powerful marketing platform. Designer Simon Porte Jacquemus partnered with Bovaird to create a custom outfit for Chloe, played by Charlotte Le Bon. The ensemble—comprising a pink bodysuit, a sheer skirt, and a wide-brimmed hat—appeared in episode four and generated $1.7 million in media impact value (MIV), according to Launchmetrics. MIV is a proprietary metric that assigns a monetary value to marketing strategies across various media channels to assess return on investment.
Luxury brands have also capitalized on the show’s influence. Louis Vuitton’s Astor Place bag, carried by Posey’s character, generated $4.3 million in MIV, while a scene featuring her with Gucci’s Bamboo handle bag earned the Italian fashion house $2 million in MIV.
With its growing reputation as a trendsetter in the fashion industry, The White Lotus continues to shape consumer demand and elevate brand visibility, making it an undeniable force in the world of luxury fashion.
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