If you want to experience FOMO during the early work week, simply browse through Revolve Clothing's #revolveinthehamptons tag on Instagram. The online retailer throws weekend soirées at its expansive summer Hamptons home, and the most recent shindig welcomed Kim Kardashian — for the very reasonable price of $700,000, according to Page Six. Reps for Revolve told Fashionista that this figure is inaccurate, but wouldn't comment further.
Kardashian was flown in a private jet from Los Angeles (where Revolve is based) to Southampton's Water Mill last Saturday, showing up to the home with a reported 25 bodyguards. She barely broke a sweat as she posed in front of Revolve's signature shrubbery with some of the fashion space's biggest digital influencers like Negin Mirsalehi, Chriselle Lim, Sophia Smith, Song of Style's Aimee Song and Arielle Charnas of Something Navy for what allegedly lasted a little over an hour. Then was up and off to head back to the west coast.
Why the huge cost for Kardashian's brief appearance? It's all part of Revolve's big picture marketing strategy to show clothes in context so customers aspire to wear them — and in turn, buy them. (Google recently released a study that found this tactic influences 64 percent of women to make a purchase on their smartphones.) When the brand isn't hosting parties in the Hamptons, it's sending fashion bloggers on epic, scenic trips around the world — Jamaica, Mexico, Croatia, etc. — dressed in the e-tailer's latest offerings.
"We show our customer not only how to wear a dress, but also where you would wear that dress and how that dress accentuates your personality, all in one image," said Raissa Gerona, vice president of brand marketing and strategic partnerships, in a previous interview with Fashionista. The game plan is certainly working for its business, which boasts $400 million per year.
So to dress Kardashian, the G.O.A.T. of influencers, and align her likeness with the Revolve customer, it's going to cost a pretty penny. As for her ensemble, she wore an exclusive (and already sold out) Trois x Revolve Campbell dress with denim Yeezy boots. If you're convinced that you, too, could wear a knitted mock-neck dress during a summer heatwave, the style is still available in black.
This post was updated to include Revolve's input regarding Page Six's figure.