Dr. Biden’s Inaugural Look Quintupled Sales For the Young Designer

There has always been emphasis on what the first lady wears to inauguration day. In an article on first lady inaugural fashion, Lisa Kathleen Graddy, curator of American political history, reform movements, and women’s political history at the Smithsonian’s National Museum of American history tells Vogue, “Why do we care what the first lady wears? She is considered to be the first lady of American society. She’s going out and representing us across the country and around the world, so people tend to feel that they have a right to have an opinion.” The first lady’s sartorial choices are in part so anticipated because they are also symbolic, a message sent to the American people. Dr. Biden was no exception. At the swearing-in ceremony for President Biden, she wore a custom, robin’s egg blue outfit by the up-and-coming American label Markarian, known for feminine, cinched at the waist cocktail dresses.

Dr. Biden’s support of young American design talent isn’t just a symbolic gesture, in the see-now-buy-now age, a FLOTUS sartorial choice has direct economic impact, too. Luxury online retailer Moda Operandi shared with Vogue that they saw a 570% week over week spike in Markarian sales inauguration week, with the most sales falling on inauguration day, January 20th, specifically right after 11:00am (the start time of the inauguration). The most purchased items reported were two of the brand’s cinched-at-the-waist dresses, one a blue floral pleated corset dress, and the other a solid white midi, ideal for soireés and weddings in what’s to be a hopeful 2021 future. And, the spike isn’t over. The retailer reports that there has since been a continued 50% lift in organic traffic to their site with major contributing searches including “Markarian” and “Sergio Hudson” (the designer responsible for former first lady Michelle Obama’s buzzy inauguration look and Vice President Harris’ inaugural concert outfit). FiveStory New York also sold twenty Markarian pieces in the two days after the Inauguration, and saw a 200% increase in traffic to their site.

Markarian’s own website proved their customer base had grown, too. “Since the inauguration, we’ve seen our website traffic, website sales, and custom design inquiries surge. Our customer base has widened and brand awareness has increased.” designer Alexandra O’Neill tells Vogue. So much so that, “husbands are now contacting us about getting presents for their wives, which never used to happen before….Our growth means we can give more business to the fine craftspeople of NYC’s Garment Center, which I am extremely passionate about supporting.”

Since the fashion industry has been so impacted by COVID-19, it’s exciting to see politicians making purposeful choices to support small designers. “We know the impact of Dr. Biden on our business will be immeasurable.” O’Neill tells Vogue. “We are so honored that Dr. Biden chose to wear the look we designed for her.” Here, shop some of Markarian’s best pieces below.