Red carpet events during awards season have always been a major driver of interest in luxury fashion brands. This year, both the Emmys and the Golden Globes were particularly successful for these labels. Dior, the LVMH-owned brand, dominated the red carpet conversation at the Emmys with 138 pieces of social media content and over $5 million in media value in just three days following the awards according to influencer analytics platform WeArisma.

WeArisma’s media value is a way of assessing the potential investment needed for an advertiser to generate equivalent impact. Dior was the “most globally talked about luxury brand by influential sources on social media from the Emmys red carpet.” A total of 99 celebrities, influencers, and press shared 138 pieces of content with a combined media value of $5.573 million. Notable figures wearing Dior included Quinta Brunson, winner of the Best Actress award, as well as Jenna Ortega and Elizabeth Debicki.

Dior’s media value was more than double that of the nearest competitor. A Vogue Instagram reel interview with Quinta Brunson discussing her Dior look alone generated a media value of $691,600. Following Dior, the top three brands at the Emmys were Versace, with a media value of $2.4 million, and Valentino, with a media value of $2 million. Suki Waterhouse’s red Valentino gown, modified to showcase her baby bump, gained significant attention on social media, with a Who What Wear US Instagram post generating 61,850 engagements.

In addition to Dior, other high-profile celebrities also boosted individual brands. Selena Gomez wore Oscar de la Renta, helping the brand secure a spot in the top five. Gomez’s appearance, paired with a 35-carat morganite necklace from Tiffany & Co, generated social media content worth $1.589 million and $343,317 for the two brands, respectively. Vogue’s Instagram and Facebook posts played a significant role in driving media value for these brands.

Overall, luxury fashion brands at the Emmys saw a combined media value of over $16 million. After the top three, the remaining brands in the top ten were Gucci, Oscar de la Renta, Loewe, Marni, Louis Vuitton, Marchesa, and Givenchy.

The Golden Globes generated even greater media value, with nearly $29 million for luxury fashion brands. Gucci emerged as the most talked about brand, mentioned in 284 pieces of content from influential sources in the three days following the event. Celebrities such as Taylor Swift, Julia Garner, Ryan Gosling, Mark Ronson, and Grace Gummer wearing Gucci contributed to its success. A Vogue Instagram reel featuring Taylor Swift in a green sparkly Gucci dress generated a media value of $2.58 million, while posts specifically related to her in Gucci surpassed $3 million within just 12 hours of the awards.

Armani dressed several notable figures at the Golden Globes, including Margot Robbie, Selena Gomez, Leonardo DiCaprio, Charles Melton, and Amanda Seyfried. This generated social media content valued at $2.974 million. Celine Homme, worn by Timothée Chalamet, gained significant attention despite him being the only celebrity in the brand on the red carpet.

The top ten brands at the Golden Globes were Gucci, Prada, Dior, Armani, Schiaparelli, Loewe, Givenchy, Valentino, Bottega Veneta, and Calvin Klein.

Interestingly, Armani is considered the “luckiest” designer when it comes to awards ceremonies. Occasionwear retailer Jovani analyzed the best actress category at the Golden Globes, Emmys, and Oscars over the past decade and found that those wearing Armani have the highest chances of winning. Armani secured 10 wins, followed closely by Valentino with nine wins. Prada and Dior tied for third place with five wins each. Versace also had four wins. Stella McCartney, Carolina Herrera, and Givenchy also made it to the “lucky” list.

Overall, red carpet events during awards season continue to be a powerful platform for luxury fashion brands. The exposure and media value generated from these events highlight the influence and impact of celebrities on brand awareness and desirability.

Useful Links:
1. Vogue
2. Jovani