Ivanka Trump doesn’t need a $2,000 designer dress to make an impact.

The model entrepreneur introduced her father on the last night of the Republican Convention in Cleveland not in a high-fashion frock, but in a mass-market $138 dress from her own label, according to Women’s Wear Daily.

Her outfit — unassuming, vaguely sexy — puts the focus not only on her but also her father, and aligns them too. By wearing her own line, the 34-year-old mother of three is putting out the message that she’s an up-by-her-bootstraps, entrepreneurial kind of gal, too. 

Also like her dad, she’ll take advantage of a business opportunity when she sees one: Ivanka Trump has worn exclusively her own label all four nights of the RNC. Ivanka’s step-mother, Melania, saw her fancy designer dress sell out after she wore it the first night of the convention. It won’t be surprising if Ivanka’s line gets a bump in sales at retailers like Macy’s and Lord & Taylor as well.

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