Byron Bay fashion label gets life-changing Instagram ‘shout out’ by Kylie Jenner

Imagine waking up to discover one of the most influential women on social media had just posted not one, but four photos wearing one of your designs?

That’s what happened to Byron Bay fashion designer Jessica Johansen Bell, who’s still in shock after Kylie Jenner promoted her label to more than 114 million people on Instagram last week.

The 21-year-old, who’s part of the famous Kardashian family and runs her own multi-million dollar cosmetic business, uploaded four photos wearing Jessica’s White Corset Jumper Dress.


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Exhibit A:

A post shared by Kylie (@kyliejenner) on

The international superstar also endorsed the brand on her Instagram Story, posting an image of herself in the label’s off-the-shoulder ‘Cha Dress’.

Whilst all photos were untagged, business owner Jessica Johansen says she believes the posts have given her fashion label about $4 million worth of free advertising.

“It has become industry knowledge that a product sponsored Instagram post published by the recently declared billionaire will set back any company approximately $1 million per photo,” the label said in a statement released by the Northern Star.

“On Tuesday morning, Ms Johansen woke up to four photos uploaded by Kylie Jenner in one of Johansen’s Australian designed and made dresses to her 113 million followers.”

It’s understood Jenner got hold of the dresses after her stylist contacted the Aussie label and requested some outfits be sent for “consideration” for her 21st birthday bash earlier this month.

In the words of Jessica herself… “Working hard pays off!”

Shanee is a full-time Digital Journalist and Social Media Content Producer. In 2014, Shanee graduated from Griffith University’s Gold Coast Campus with a Bachelor of Communications majoring in Journalism, Public Relations and Marketing. Since joining 1029 Hot Tomato, Shanee has been keeping you up to date with breaking news and everything Gold Coast on myGC. Shanee also writes and photographs for Peony & Page, a personal home, style and travel blog & Instagram alias she founded in 2015.

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