Gucci has secured its first viral moment of fall season with a little help from Kim Kardashian.
On Tuesday, the Skims’ founder posted a collection of selfies on her Instagram, captioning, “It’s all Gucci.” In the pictures, Kardashian can be seen wearing a Gucci Supreme pajama set and the Gucci G Chain bra, which was part of the brand’s fall 2023 runway show during Milan Fashion Week in February.
Since being shown to Kardashian’s 364 million followers on Instagram, the Gucci bra has seen a 2,150 percent increase in Google search interest within 24 hours. Her post has garnered more than 2.6 million likes so far.
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The Gucci G Chain bra, crafted from silver-tone brass in a traditional triangular silhouette, features the Interlocking G logo, adorned with crystal embellishments. The piece is currently on sale for $4,200 at Browns Fashion.
In 2019, Gucci released a similar rhinestone bra designer by Alessandro Michele. The piece is now being auctioned online for $18,000.
Kardashian has strengthened her relationship with Gucci over the past year, sharing a few pictures on social media that showcase different Gucci outfits, including a slip cutout dress in January and a little black dress in May. She also looked to the brand for the Time 100 Gala in April.
Kardashian is not the only one in her family catching the Italian brand’s attention. On Saturday, Gucci Valigeria travel line released its new campaign featuring Bad Bunny and Kardashian’s sister Kendall Jenner. The model and singer, who have not publicly confirmed their relationship status, appeared close in the images, which were shot by Anthony Seklaoui in an airport.