First Lady Melania Trump inspired admiration and outrage with her choice of a Ralph Lauren powder blue, Jackie Kennedy-inspired dress and matching jacket for inauguration day.

Gorgeous sky blue dress #MELANIATRUMP #RalphLauren #Inauguration

— Christine Dudley (@Proswife2002) January 20, 2017

https://twitter.com/sandybrainard/status/822504447465164805

https://twitter.com/AnthonyEinzig/status/822483925238943746

The iconic designer faced harsh criticism and threats of boycotting from those who felt it was a bridge too far to dress a woman married to the” most evil man in the universe.”

https://twitter.com/lloydspeaks/status/822328881445113857

Ralph Lauren Is Reportedly Dressing Melania Trump For The Inauguration https://t.co/uaxLyi6pxn Now we Boycott Ralph Lauren No more Polo

— Melanie Hall (@MellieMel57) January 18, 2017

https://twitter.com/ddicorcia/status/821488289408569344

However, it looks like the fashion house will have the last laugh. Fashion magazine Harper’s Bazaar is reporting that Ralph Lauren share prices soared during and directly after inauguration day.

Ralph Lauren company stock soared in the minutes just before President Trump took the oath of office – about an hour after Melania made her first appearance.

The stock had closed on Thursday at $88.20 a share, before reaching $89.32 in the moments leading up to the inauguration. Trading spiked around 11am, and then stock closed at $88.90 at the end of the day on Friday, a boost in what had otherwise been a down month for the company’s stock.

It might look small to the untrained eye but that is a significant one-day jump for a brand that was facing the wrath of those suffering from Trump Derangement Syndrome.

Jason Wu saw a similar increase when Michelle Obama chose one of his dresses for her inauguration gown in 2009. It just goes to show that dressing the First Family is big business.

Indeed it is, and when the First Lady is a former model it seems like terrible business to throw away the opportunity to dress her for public appearances. It looks like that Trump winning streak is leaving a profitable wake.