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Retailers, take note: when Drake dropped his video for “Hotline Bling,” that can only mean one thing—a spike in sales for the Moncler jacket he was wearing.
The first time the rapper appears in the video, which debuted on Apple Music Monday night, he’s sporting a shiny, cherry-red Moncler Maya down puffer jacket, what the brand calls its iconic style.
The Internet combusted at the video’s release, and apparently, the “Hotline Bling” mania had everyone clamoring to look just like Drake. A Moncler spokesman told VF.com that on Tuesday that its Web site sold more than double the number of jackets Drake wore than it typically does on a regular day. “We had a great result on the e-commerce sale of the Maya model,” he said. The Maya retails for $1,150.
Drake sports the jacket and its very visible Moncler logo for the first minute of the nearly five-minute video, as he shows off dance moves that recall an astronaut floating in space, the Bachata, and a dad at a Bar Mitzvah. The set, which was reportedly a collaboration with visual artist James Turrell, features stark white, modern spaces illuminated by candy-colored flashes of light. Those white cubes must have been chilly, because Drake vacillated between the jacket, a grey mélange ribbed Acne turtleneck, and various OVO-branded hooded sweatshirts for the remainder of the video.
Having Drake as the now de facto face of Moncler is a departure for the brand favorited by Upper East Side moms and Europeans on ski holidays. And it puts Drake in a very Kate Middleton–like position, as anything she's photographed wearing flies out of stores.
