MAGIC NUMBER: Lanvin has joined a rare club on social media, amassing more than a million followers on Instagram. Creative director Alber Elbaz, a stack of white cards forever at his elbow, sketched out a heart — and that magic number with its string of zeros — as a way of offering “heartfelt thanks” to fans of the French house. Its atmospheric posts include runway looks, Eiffel tower snaps, accessories close-ups and Elbaz’s quirky drawings.

Asked how he feels being a millionaire, Elbaz replied: “I will answer that question when I will be an Instagram billionaire!” As for which kinds of posts he prefers, he cited “images that don’t make me feel that I just have small and boring life.”

This story first appeared in the April 10, 2015 issue of WWD. Subscribe Today.

Lanvin still has a way to go before catching up to Louis Vuitton, which counts 4.4 million followers on Instagram. Other fashion names with seven-digit bragging rights include Michael Kors at 3.8 million, Chanel at 3.7 million, and Burberry at 3.1 million.

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