4 Charts That Prove The White Lotus Effect Is Real

Each season of HBO’s White Lotus drops a new ensemble of toxic, rich, entitled people in a sunsoaked destination. For season three, Thailand served as the backdrop for the power struggles, backstabbing, sexual tension, and murder(s)—no spoilers here—that keep fans coming back for more.

The first and second seasons of the series pulled in nine and 15 million viewers, respectively. For its third run, HBO had forecast a total audience of 18 million—but after Sunday night’s (April 6) finale, in which secrets were unraveled and shots fired, the final count could sit at around 20 million.

Putting the vacations of miserable millionaires under a microscope has proven to be a winning formula for showrunner Mike White and HBO.

Beyond that, it has also been paying off for brands that are seeing sales, consideration, and awareness boosts on the back of the series through official partnerships, costume choices, association, and more.

ADWEEK has unpacked the stats that showcase the reality of the White Lotus effect.

1. The shift toward “loud luxury“

The opulent setting and high-drama storytelling of the White Lotus season 3 have shifted interest from quiet luxury toward bold, statement-driven aesthetics, per data from analytics company Tracksuit.

Unlike Succession, which championed muted minimalism with its toned-down, tailored wardrobes, The White Lotus’ colorful costume decisions have reignited demand for high-visibility, logo-heavy luxury.

In the first two episodes of the latest season, bags from Gucci, Loewe, Louis Vuitton, Valentino, and Goyard shared screen time with actors including Parker Posey and Patrick Schwarzenegger.

Publishers including Elle UK have tracked the fashion worn across every episode. Fashion featured in the show has led to sell-out moments for brands like Jim Thompson, which saw a sales boost of 671% following a scene featuring Posey’s Victoria Ratliff wearing one of its silk kimonos.

In line with this shift, Tracksuit has noted that consumers are gravitating toward bold, high-status brands. Between December 2024 and March 2025, which included the season 3 premier, Tracksuit found Louis Vuitton’s awareness increased by 2%, while consideration for the brand was up 4%.

Prada, which had its sunglasses sported by Nicholas Duvernay in the last episode, has also noted a consideration increase of 3%, reflecting strong purchase intent.

Matt Herbert, co-founder and co-CEO of Tracksuit, said the shift to “loud, statement-driven luxury” spurred by White Lotus is “playing out in real time.”