“Ugly” products are winning the internet…

“Ugly” products are winning the internet… and that’s not an accident

When Chanel introduced its new “barefoot sandal,” the internet instantly split into two groups: “Fashion genius” vs. “Did they forget to finish the shoe?”
And honestly? That’s exactly why everyone is talking about it.

From a marketing perspective, this is bigger than fashion. Luxury brands today are no longer just selling products, they’re selling conversation, controversy, and cultural relevance.
Because in a world overloaded with content, “beautiful” is no longer enough to stop people scrolling.
But something unexpected? Something people debate, repost, criticize, and meme? That wins attention. And attention today is one of the most valuable currencies in marketing.

The smartest brands understand this: Virality doesn’t always come from being universally liked. Sometimes, it comes from being impossible to ignore.

Whether people love it or hate it, they’re still talking about Chanel. And that’s powerful branding.

So the real question is: Would you wear it… or is the conversation itself the actual product?