good genes

To stand out today and create even more press and buzz around a brand, a gadget, an event, or anything else, one ingredient is needed: inviting people with reach, also known as the so-called ‘influencers’. But my goodness, how I intensely dislike that word. In short: you want whatever you post or do to be seen by a million people.

Who has been doing well here for a while? Dolce & Gabbana. Instead of filling their runways with just models, they often also go for those same influencers I just mentioned to walk the runway for their latest collection. Think of our own Negin Mirsalehi, Shea Marie, Caro Daur… But what you can also do to ensure enough press is to book children of Hollywood celebrities to showcase your clothing.

Who did we see walking in the Dolce & Gabbana show in Milan a few days ago? Among others, Rafferty Law, the son of Jude Law. Brandon Thomas Lee and Dylan Jagger Lee, the sons of Pamela Anderson were also there, as well as Christian Combs, son of rapper P. Diddy. Then there was Paris, the son of former James Bond Pierce Brosnan and Gabriel-Kane, son of actor Daniel Day-Lewis. Finally, there was Jack, son of James Marsden.

In short, runway success factor? Book the kids of big names in Hollywood.