We already know you saw Coperni’s SS25 show, hosted at Disneyland Paris and closed by Kylie Jenner herself, but what did you actually think of the collection? No, we don't want to know what you thought of the singular look Kylie Jenner wore; what did you think of the full collection? The reality is, you probably didn’t see it buried beneath all the Kylie/Disney content.
Coperni closed Paris Fashion Week with the most viral moments on one runway this season, but whilst it might be all over our FYPs and feeds, finding a picture of the show that doesn’t feature the same five or so looks worn by fashion’s biggest models is a hard task. Linking up with Disneyland Paris for its SS25 collection might’ve been a tactical move and an opportunity that most fashion brands would kill for, but it's also had the unfortunate effect of overshadowing the looks and pieces that Coperni usually gets attention for.
You might not have even realised it in the midst of all the viral content surrounding Kylie Jenner, Irina Shayk, Anok Yai, Paloma Elsesser, Lila Moss, and Amelia Gray all being on the runway, but Coperni actually unveiled its latest array of Swipe bags on its SS25 runway. Previously designed out of meteorites and a material that’s 99% air, Coperni’s Swipe bags are known for being the brand’s best known piece, but this season they were barely a blip on social media’s radar.
Whilst the Swipe bags are normally highly talked about, going viral almost every season, at SS25 the brand’s new platinum-cured, recyclable silicone Ariel Swipe bag faded into the background. If even a bag that Coperni literally described as “not subject to the hindrances of gravity” can’t shine through the thousands of posts about Kylie Jenner on the runway, then how could we expect the rest of Coperni’s Disney-themed collection (aka: all of the looks not worn by a Jenner) to show up on our For You Pages this morning?
On the other hand, we have to admit that, if what Coperni wanted from SS25 was virality and attention, its collaboration with Disney certainly delivered. From the location of the show to the faces that walked it, Disney’s influence (and budget) has launched the Coperni’s SS25 show into viral status, to the point that we’re almost sure people will be talking about this for years to come. Yes, Coperni has had some huge names walk its runways in the past, including the infamous moment it spray-painted Bella Hadid at SS23, but we don’t doubt that having a Disney-sized budget helped the brand bag so many huge names this season.
The stats back it up too, given that, according to the Instagram account @databutmakeitfashion, Coperni experienced a rise in popularity by 151% immediately after its SS25 show. Analysing the average number of Tweets posted about each brand showing on the last day of Paris Fashion Week, both before and after each of their shows, @databutmakeitfashion was able to compare the brand’s average increase in popularity, and Coperni’s was the highest.
Whilst collaborating with Disney has been effective in achieving Coperni’s aim of blowing up online this season, it's arguably overshadowed what Creative Directors Sebastien Meyer and Arnaud Valliant should really want to be on social media’s radar: their designs. What we’re taking away from Coperni SS25 is that putting on a show with so many viral moments might draw everyone's eyes, but you can’t make them see what you want them to see. We’re just hoping next season Coperni swaps the big budget partnerships for the things we know it for best: insane tech and next level designs.
Featured image via Coperni©
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