When Matthieu Blazy debuted his first collection for Chanel this spring, queues stretched for hours as shoppers chased the viral $1,600 slingbacks and $11,000 totes. The frenzy spilled onto TikTok and Instagram, where creators posted “Chanel unboxing” videos that racked up millions of views. The trend marks a shift from fast‑fashion hauls to luxury showrooms online, and igniting a resale frenzy among resellers.

The new ‘boom‑boom’ aesthetic, named by forecaster Sean Monahan, celebrates dressing for the income you aspire to, echoing 1980s excess. Data from Archrival shows 66 % of Gen Z say they care more about looking rich than previous cohorts. Influencers like Singapore brand manager Debra Jane Toh film lavish unboxings, feeding a 22 % growth in haul content projected through 2025, as brands chase algorithmic favor.

While luxury brands grapple with a broader sales slowdown, the spectacle of high‑priced hauls fuels a dopamine‑driven ‘shoppertainment’ loop that can push consumers beyond their means. Psychologists warn the format elevates the video over the product, inflating perceived norms and prompting credit‑card debt spikes. Brands must weigh the viral exposure against the risk of eroding their exclusivity to maintain long‑term brand equity.