4. That undeniable White Lotus aura

Overall, brands associated with the White Lotus have benefitted from its popularity. Whatever feelings viewers might have about the characters and the decisions they make has translated into good energy for the clothes they wear.

Figures from data analytics firm Morning Consult reveal some of the show’s brand collaborators—H&M, Bloomingdale’s, Banana Republic, and Abercrombie & Fitch—saw a bump in positive buzz following season 3’s debut in February. That means a larger percentage of U.S. consumers recalled recently seeing, hearing, or reading something positive about the clothing brands.

While it might be difficult to describe how it all works, the White Lotus effect is impossible to deny.