newsgathers

Where Celebrity Style Meets Strategic Brand Elevation

The Awards Season: A Catwalk for Creative Expression and Brand Visibility

The recent awards season marked a significant juncture for the fashion world, showcasing a vibrant array of red carpet moments that followed a major creative shift. From the Grammys to the Oscars, newly appointed creative directors seized the opportunity to display their design prowess. They dressed both established brand ambassadors and burgeoning talents in haute couture and bespoke creations, aiming to redefine and communicate their brands' evolving aesthetic visions.

Beyond the Broadcast: Social Media's Amplifying Effect on Fashion

These star-studded events provide designers with a global stage to present their new directions, extending their reach far beyond the exclusive fashion community and event attendees. As luxury consultant Robert Burke noted before the Oscars, the true impact transcends television viewership, which saw a 9% decline this year to 17.9 million for the Oscars. The subsequent social media buzz, where film and fashion enthusiasts meticulously analyze celebrity outfits, generates millions of dollars in engagement for brands through mentions, tags, and detailed discussions.

Measuring Influence: Reach, Engagement, and Earned Media Value

According to WeArisma, the Golden Globes commanded the largest audience reach this season with 4 billion impressions, followed by the Oscars (2.2 billion) and the Grammys (2.1 billion). However, audience reach doesn't always directly translate to earned media value (EMV). For the 2026 season, the Grammys led in EMV, securing $915.7 million, with the Oscars following at $741.6 million, and the Golden Globes at $636.2 million. EMV quantifies the impact generated by press, influencers, and celebrities, requiring direct engagement such as posts or tags from the talent or brand.

Chanel's Dominance: A Case Study in Media Impact Value

Launchmetrics' analysis of five major awards ceremonies—the Grammys, Actor Awards, Critics' Choice Awards, Golden Globes, and Oscars—revealed Chanel as the top-performing brand. Chanel amassed a total media impact value (MIV) of $47.3 million throughout the awards season. A significant portion, $28.5 million, came from the Oscars alone, driven by new creative director Matthieu Blazy's designs worn by Teyana Taylor, Jessie Buckley, and Nicole Kidman. Selena Gomez's custom gown contributed $7.1 million to Chanel's $12 million MIV at the Golden Globes. Olivia Dean's appearance further boosted Chanel's MIV by $4.7 million at the Grammys, contributing to a total of $6.8 million from the event. Launchmetrics calculates MIV by assigning monetary value to social media engagement, factoring in followers, comments, likes, and shares.

The Power Players: Dior and Louis Vuitton's Consistent Red Carpet Presence

Dior and Louis Vuitton consistently ranked among the top brands, frequently appearing in the top five for MIV across various awards shows. These three fashion titans—Chanel, Dior, and Louis Vuitton—are well-known for their strong presence on red carpets. Priyanka Chopra's Dior ensemble generated $5.9 million in MIV at the Golden Globes, while Harry Styles' appearance at the Grammys brought in $2.9 million for Dior. Notably, female celebrities consistently generated higher MIV than their male counterparts at each event. Louis Vuitton also achieved significant MIV at the Critics' Choice and Actor Awards, largely due to their brand ambassadors Chase Infiniti and Emma Stone.

The Nomination Advantage: Elevating Brand Exposure

Actors and artists who receive nominations tend to be the most photographed at awards ceremonies, leading to increased social media content featuring them. Recognizing this, major luxury brands often secure agreements with anticipated award nominees well in advance of the season, especially as brand endorsement deals become increasingly competitive. This synergy between nominee star power and the financial backing of luxury conglomerates often results in nominated talent, adorned in high-profile designs, generating the highest MIV.

Oscars Triumph: Chanel's Stellar Performance with Nominated Stars

At the Oscars, Chanel emerged as the clear winner. Best supporting actress nominee Taylor's celestial, embellished Chanel gown secured the top spot, generating $9.6 million in MIV for the brand. Best actress winner Buckley, also in Chanel, came in second with $8.3 million in MIV. Even non-nominee Nicole Kidman significantly contributed, driving $7.8 million in MIV. Among male celebrities, best actor nominee Timothée Chalamet led with $3.8 million for Givenchy in an all-white suit. Hudson Williams, despite not being nominated, ranked second and fifth, generating $3.76 million for Balenciaga and $2.4 million for Bvlgari, respectively. Best actor winner Michael B. Jordan secured third place, bringing in $3.3 million in MIV for Louis Vuitton.

Nomination Not Required: Redefining Media Value Beyond Awards

While nominations often amplify media value, they are not the sole determinant. At the Golden Globes, only Jacob Elordi, clad in Bottega Veneta, among the top five men, was a nominee, placing fifth. Notably, Priyanka Chopra and Blackpink's Lisa, neither nominated but presenters, ranked second and third respectively, generating $5.9 million for Dior (Chopra) and $5.3 million for Jacquemus (Lisa).

The Ascent of Non-Nominated Influencers: Heated Rivalry's Impact

The strong presence of "Heated Rivalry" stars Williams and Storrie this season underscores a shift in influence. Despite their show being ineligible for many major awards due to Canadian production and funding, these actors actively participated in the awards circuit, generating substantial value for brands. They consistently ranked among the top MIV generators at the Oscars, Golden Globes, and Actor Awards, earning millions for brands such as Saint Laurent, Tiffany (Storrie), Armani, Bvlgari, and Balenciaga (Williams). Rising star Owen Cooper also entered the top five for his role in "Adolescence," generating $477,000 for Bottega Veneta.

Wider Appeal, Wider Reach: The Power of Mass-Appeal Celebrities

The significant MIV driven by names like Ariana Grande, Selena Gomez, Bad Bunny, Lisa, and Hailey Bieber highlights their broad appeal. Whether nominated or not, these figures possess immense reach. For major events like the Oscars and Grammys, which attract diverse audiences beyond television viewers, these celebrities are guaranteed to boost brand visibility significantly.

Independent Brands' Breakthrough: Leveraging Star Power for Exposure

For independent brands without the backing of large French conglomerates, tapping into the influence of splashy names offers a crucial pathway to prominence during awards season. This season saw several independent labels ascend the leaderboard through collaborations with A-list celebrities. Beyond Lisa's Jacquemus look, Ariana Grande generated $4.5 million for Alberta Ferretti at the Critics' Choice Awards, Jenna Ortega brought in $3.1 million for Christian Cowan at the Actor Awards, and Lady Gaga contributed $3.4 million for Matières Fécales at the Grammys.

Strategic Talent Selection: Scale vs. Cultural Capital

Alison Bringé, CMO of Launchmetrics, emphasizes the strategic nature of talent selection. While established names offer rapid scale and immediate awareness, opening doors to new audiences, emerging voices build cultural capital and signal taste, embedding brands within influential communities that drive cultural trends. The choice of talent ultimately reflects the desired outcome, as reach and relevance contribute in distinct ways to brand success.