Despite all the drama surrounding Ivanka Trump's fashion line the brand has experienced record sales, the company's new president claims.
It started when Nordstrom announced that it would no longer carry the Ivanka Trump line because of poor sales.
Throughout the month of February, other companies followed suit in cutting their ties with the First Daughter. After Nordstrom dropped her line in February, President Trump took to Twitter to protest the "unfair" treatment being meted out to his daughter.
"For several different retailers Ivanka Trump was a top performer online, and in some of the categories it was the [brand's] best performance ever", she told Refinery 29. TJ Maxx and Marshall employees were instructed to throw away all advertisements for her products.
That's true of first lady Melania Trump, too, as it was for famously fashionable former first lady Michelle Obama.
A campaign called Grab Your Wallet, which was critical of the Trump administration, called on shoppers to boycott retailers with any Ivanka or Donald Trump-branded products.
Ivanka Trump may have shown that any publicity is good publicity when it comes to selling fashion.
Lyst, an e-commerce aggregator which tracks purchasing data from thousands of retailers, found the brand's sales increased by 346 per cent between January to February of this year. Her endorsement caused the The Office of Government Ethics to investigate Conway for a breach in ethics, according to The Hill.
The latest figure's come after a Wall Street Journal report from the beginning of February found sales of the range fell by almost a third in the past financial year with a steep decline in the weeks before her father was elected President.
Trump confirmed on January 11 that she was stepping down from her posts at the Trump Organization and her fashion brand.
While the company is enjoying a huge surge in sales, Lyst, a global fashion search engine, reports that this boost in sales may only be temporary.
What's more, if you compare February 2017 to the label's average orders in 2016, the brand sales increased 557 percent. For example, the site saw an increase in pantsuit sales right before the November 2016 election.
"It is fair to say the excitement is waning, " says Tanner.