Actor Anne Hathaway was photographed in New York City this week carrying a tote bag from the Lahore-based Pakistani brand Mirath, an event that prompted immediate online attention for the designer. The specific bag, identified as the "Karachi Tote," drew comparisons to the fashion aesthetic of Hathaway's iconic 2006 film, The Devil Wears Prada.
The celebrity sighting has reportedly driven a significant surge in traffic and social media engagement for the relatively small, independent label. This illustrates the potential impact of an unsponsored celebrity placement on a brand's visibility. According to social media analytics firm Trendalytics, online mentions of the brand surged over 3,000% in the 48 hours following the photos' publication. The brand’s website also reportedly crashed from the influx of visitors, as reported by Women's Wear Daily.
What We Know So Far
- Actor Anne Hathaway was photographed on October 26 in Manhattan carrying the "Karachi Tote," according to fashion blog StyleSpotter, which first identified the accessory.
- The bag is made by Mirath, a Lahore-based Pakistani accessories brand founded by designer Ayesha Khan.
- Mentions of "Mirath" and "Pakistani brand" alongside Hathaway's name reportedly increased by more than 3,000% across major social media platforms, a Trendalytics report stated.
- The brand's official e-commerce site experienced a temporary outage following the publication of the photos due to high traffic, according to a report from Women's Wear Daily.
- Hathaway's stylist, Erin Walsh, reportedly confirmed the designer choice in an Instagram story, posting an image of the bag with a tag for the brand's official account.
