The most viral moment from the spring 2023 shows was undoubtedly Bella Hadid and her spray-on Coperni dress. In fact, according to WWD, the media impact value of the act was valued at $26.3 million dollars. The spray-on stunt was so popular that it became a viral Halloween costume this year, with fans of the runway look recreating it in various hilarious ways.
Some of the costumes included were incredibly DIY. In one instance, TikToker Cat Quinn enlisted a helper dressed in black to spray shaving cream on her for a MAC Cosmetics costume party. In another video, the actor Sarah Coffey wore a white dress while two sidekicks spurted invisible spray-on fabric onto her. (Extra points for Coffey who did her best Hadid smize impression.) The user @andjustlikematt wore a white dress which two people sprayed shaving cream onto. For added effect, the TikToker proceeded to chug–and crush!—a can of Hadid’s mood-boosting spirit Kin Euphorics.
It’s no surprise that the ubiquitous Coperni appearance—which lasted under ten minutes—was epic not only on the runway, but also at costume parties. That’s a marker of success money can’t buy.