What is the “Miranda Priestly” Effect?

 

Photo image All... That's

The Miranda Priestly Effect — derived from the character of the same name in the movie “The Devil Wears Prada” — is a way of describing the indirect but powerful influence of people in the fashion industry (or other creative fields) that can cause a seemingly random product to become a trend. 

What is the “Miranda Priestly Effect”? 

In the movie, Miranda explains that the “random” blue sweater a girl chooses to wear is not random at all. It is the result of a long chain of selection in the fashion industry — from high-end runways, to mass retailers. Even if the wearer doesn’t know it, she is still part of that “chain of influence.” 

Application to Moi Dien - Vietnamese Fashion Brand

Moi Dien, a personality, rebellious and artistic fashion brand in Vietnam, has taken advantage of the "Miranda Priestly effect" in the following ways:

Using the image of celebrities and fashion icons

When a celebrity or fashion influencer accidentally or intentionally wears Moi Dien's products, especially not within the framework of advertising, the public is easily stimulated by that "intentional coincidence".

The feeling is: "If they choose Moi Dien, it must be really cool".

Do not follow trends - create trends yourself

Moi Dien often launches unique, different designs that do not please the majority. But then, that has the opposite effect, causing others to imitate. That is the chain of transmission that Miranda is talking about: from personality → becoming a trend.

 "No-media" communication style

Run less ads, less mass, but appear "in the right place" - like in a prominent indie MV, or a celebrity interview mentioning that they like Moi Dien products.

Create a natural, authentic and artistic feeling - true Miranda.

Increase sales through indirect effects

When consumers see that this brand is loved by creatives, they start to care, want to own it - not because of advertising, but because of the feeling of "implicitly understanding the trend".

Especially effective with urban youth, who prefer difference, "uniqueness" and personal identity.

The Miranda Priestly effect helps Moi Dien not need to "follow" the market, but still make the market follow them. This is a subtle strategy, suitable for artistic brands, who want to affirm their position through quality, personality and cultural spread rather than mass advertising.

Read More