Though the clothes were certainly marketable, it was the casting that truly brought the collection to life. From the aforementioned Lilys, to It girls like Adwoa Aboah Lineisy Montero , and Alanna Arrington , to famous last-namers Lottie Moss (Kate's little sis) and Sistine Stallone (Sylvester's daughter), the fast-fashion retailer sought to not just capture the attention of, but to appeal to, its consumer: the millennial (and Generation Z) woman. Plus, with its "see now, buy now" capability (first introduced last season) increasing to 50%m the collection accomplished just that — because what more does today's youngest want than immediate accessibility and purchasing power (rather than waiting, say, six months to actually buy something). And with a majority of pieces selling out within just a few hours (though some are still available ahead), we'd say that’s the type of influence (and relevance) any brand can hope to get.