Putting on a digital fashion show isn't especially revolutionary.

But Anifa Mvuemba, the founder of Hanifa, gave her Instagram Live show a novel twist: there weren't any models, whether digital or real.

"This will be a great way to get everyone's attention," Mvuemba recalled thinking, on the Glossy Podcast.

Her virtual runway was stalked by Hanifa dresses, moving of their own accord as if draped over moving ghosts. It was a painstaking endeavor of animation and design, but it paid off.

Tens of thousands tuned in, according to Fast Company. "The sales, it was immediate -- probably the best month we've had since I started my company," Mvuemba said.

The attention was big enough to push Mvuemba into a more significant public relations hire in the Hinton Group. Next, Mvuemba plans on turning heads again with technical feats (even though "we're still coming down from the high from the first one") and launching shapewear for women of color in the coming months.