If Bella Hadid is in it, every fashion show gets viral on social media

Last fashion month was Bella Hadid's month. The model appeared on the runway a total of 19 times, including 11 in Paris alone, managing to set the Internet on fire with her viral moment during the Coperni show. According to a report published recently by Karla Otto, Hadid's presence «generated a significant amount of earned media value for brands, totaling $15.3 millions across 13 posts» leading to a consequent growth in the media value of each of these brands. The study calls the phenomenon the "Bella Effect." In the specific case of Jil Sander's show in Milan, then, Hadid's Instagram post alone accounted for 90 percent of the media value of the entire show, increasing the brand's media value by 1170 percent over last season. In other words, Bella Hadid is a money-making war machine. 

The results are lower but equally surprising for other brands. The study says that on average this season, Hadid's presence on the runway alone accounted for 29 percent of a brand's media value. These results are due to the extraordinary online following the supermodel has, 56.2 million followers, a number that exceeds the number of people in South Korea, Colombia or Kenya. Her engagement rate, which stands at 2 percent, is also higher than average making her, more than a model, a kind of force of nature that can make or break a show. And, according to the study, brands will be vying for a chance to grab her influence in the future.