GIGI SAYS CIAO: If there was any doubt about Gigi Hadid’s pull on social media, one just had to walk by Max Mara’s store in central Milan on Wednesday evening. Around 2,000 people had gathered outside screaming the model’s name — or just plain screaming — and waiting for hours for her to make an appearance, after Hadid’s Instagram post teasing the event.
The crowds weren’t disappointed, as Hadid walked to the store’s upper floor to wave at her fans a few times, wearing a super-short knit jumpsuit in a camel hue and a sparkly sequined coat, her hair pulled up.
“It’s a sign of consistency,” said chairman Luigi Maramotti, marveling at the frenzy Hadid created and referring to the brand’s relationship with the model. Max Mara first tapped Hadid two years ago to front its ad campaign inspired by Marilyn Monroe. She also appears in the fall ads for the brand, photographed by Steven Meisel.
Hadid will open the Max Mara show Thursday morning.