Awards season is a massive driver of interest in luxury brands and so far, the season this year — taking in the Emmy and the Golden Globes — hasn’t disappointed.
Date from influencer analytics platform WeArisma is coming through now from the Emmys last week and it’s showing that Dior dominated the red carpet conversation.
One of LVMH’s main power labels, it was featured in 138 pieces of social media content from influential sources and generated over $5 million in media value in the three days following the awards.
Media value is WeArisma’s proprietary assessment of the potential investment required for an advertiser to generate equivalent impact.
Its report said it was the “most globally talked about luxury brand by influential sources on social media from the Emmys red carpet” in those three days. Some 99 celebrities, influencers and press shared 138 pieces of content with a total media value of $5.573 million.
Celebs wearing the label included ‘Best Actress’ recipient Quinta Brunson; Wednesday star, Jenna Ortega; and The Crown star Elizabeth Debicki.
They and others helped Dior’s media value to be more than double that of the next highest-valued brand. And in fact, a Vogue Instagram reel interview with Brunson focusing on her Dior look generated a media value of $691,600.
Media value is WeArisma’s proprietary assessment of the potential investment required for an advertiser to generate equivalent impact.
The total value for the event was $16 million+ for luxury fashion brands and after Dior, the top three group was completed by Versace (media value $2.4 million) and Valentino ($2 million). Suki Waterhouse’s specially altered red Valentino gown showed off her baby bump and was a key talking point with a Who What Wear US Instagram post generating 61,850 engagements.
Some high-profile celebs helped propel individual labels forwards with Selena Gomez in Oscar de la Renta driving the brand into the top five. Add to that a 35-carat morganite necklace from Tiffany & Co and Gomez’s appearance saw social media content worth $1.589 million and $343,317 for the two brands, respectively.
We’ve already mentioned Vogue Instagram posts but its Facebook posts were largely responsible for driving this media value, with one mentioning de la Renta adding up to a value of $417,900 and a Vogue France post about the Tiffany necklace being worth $200,368.
The top three brands were followed by Gucci (media value $1.89 million), Oscar de la Renta, Loewe ($1.48 million), Marni ($984,937), Louis Vuitton ($977,846), Marchesa ($527,329) and Givenchy ($480,570).
Golden Globes
Meanwhile earlier, the Golden Globes had generated even more media value of nearly $29 million the data showed.
Here, Gucci was the most talked about brand, mentioned in 284 pieces of content from influential sources in the three days following the event.
Those three days saw influencers, celebrities and press sharing over 1,100 pieces of content on social media about Golden Globe red carpet fashion designers.
Gucci was helped by Taylor Swift, Julia Garner, Ryan Gosling, Mark Ronson and Grace Gummer wearing the label. It was the “most talked about fashion brand of the night. Shared by 220 influential sources, the media value of social content from the Golden Globes for the fashion house sits at an impressive $6,384,990”.
One Vogue Instagram reel generated a media value of $2.58 million for Swift’s Gucci green sparkles and the media value of posts relating specifically to Taylor Swift in Gucci totalled over $3 million within 12 hours of the awards beginning.
Armani dressed a clutch of notable figures, including Margot Robbie, Selena Gomez, Leonardo di Caprio, Charles Melton and Amanda Seyfried, driving social media content with a value of $2.974 million.
Vogue’s TikTok of Margot Robbie’s Barbie pink look had over 78,000 engagements and the magazine’s Facebook post of Selena Gomez’s red Armani Privé dress had an individual media value of $413,300.
Timothée Chalamet “hard-launched his relationship with Kylie Jenner at the event”, and dressed in Celine Homme, content around the shimmering black suit had an average engagement rate of 1.99%. One TikTok reached a 298.13% engagement rate.
And despite Chalamet being the only celebrity in Celine on the red carpet, it was the seventh most posted brand on social media following the event, highlighting just what an impact an individual high-profile celebrity can have.
Looking at the top brands from the event, Gucci was followed by Prada (value of $5.5 million), Dior ($3 million), Armani as mentioned, Schiaparelli ($2.95 million), Loewe ($1.9 million), Givenchy ($1.76 million), Valentino ($1.6 million), Bottega Veneta ($1.55 million), and Calvin Klein ($1.6 million).
Lucky labels?
Meanwhile, further data has shown that Armani is actually the “luckiest” designer to wear to an awards ceremony.
Occasionwear retailer Jovani has dug into the data around the best actress category at the Golden Globes, Emmys and Oscars over the past decade and found that those wearing Armani are most likely to come out on top.
The label has chalked up 10 wins – or 12% of the total – over the period in question, although Valentino on nine wins and 11% is close behind. In joint third place are Prada and Dior, both on five wins and 6% of the total. Behind them are Versace and four wins and 5% of the total. Stella McCartney, Carolina Herrera and Givenchy are also on the ‘lucky’ list.
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