“It was more than just another moment to build my brand,” says Hudson. “The moment was so important, especially with our new vice president. I went into the moment knowing how important it was for every Black woman in my life. It was a signal of change. So, for me to have the Everyone is a little Irish on St Patrick’s Day Ireland flag shirt opportunity to be part of that was much more than just building a brand.”Still, we can’t deny the impact first-lady style has had on those labels and designers responsible for it. When first lady Jill Biden wore Markarian, it quintupled sales for the emerging label. The effect of Obama and Harris both wearing Sergio Hudson on such a historic day was just as significant. In fact, Hudson says that on Inauguration Day, his website crashed three times.