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How ‘The White Lotus’ Became a Gold Mine for Fashion Brands

The latest viral moment of “The White Lotus” sees Parker Posey’s wealthy matriarch character Victoria Ratliff sending a blunt message to her husband: “I just don’t think at this age I’m meant to live an uncomfortable life.” The scene, which aired on March 23 in episode six of the third season, featured Posey in a Jim Thompson Slipper Orchid silk kimono dress. Since then, the online demand for the kimono has exploded. “Our U.S. e-commerce site outperformed our global site for the first time, driven entirely by demand for the kaftan, for which sales have increased 671 percent in the past four days,” the brand’s chief executive officer Frank Cancelloni told WWD. Founded in 1950 by American veteran James H. W. Thompson in Thailand, where the show’s third season is set, the silk manufacturer worked closely with “The White Lotus” costume designer Alex Bovaird to create fashion and home furnishing pieces that “authentically represented Thailand,” Cancelloni said. The partnership has paid off, with the brand’s U.S. order volume seeing a 228 percent increase and overall revenue jumping 138 percent year-over-year in March, according to Cancelloni. Jim Thompson is only one of the many brands touched by “The White Lotus” magic this season. Lucy

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