Dior was the most globally talked about luxury brand by influential sources on social media from the Emmys red carpet in the three days following the event.
According to influencer analytics platform WeArisma, 99 celebrities, influencers and press shared 138 pieces of content with a total media value of $5,573,007.
With a star-studded lineup wearing pieces from the fashion house – including Quinta Brunson who made history as the first black person to collect a Best Actress award in over 40 years, Wednesday star, Jenna Ortega and Elizabeth Debicki who played Princess Diana in the latest series of The Crown to name a few – it is perhaps unsurprising that media value was more than double that of the next highest valued brand. A Vogue Instagram reel interview with Quinta Brunson focusing on her berry Dior look generated a media value of $691,600.
In total, the Emmys generated a media value of over $16 million for luxury fashion brands with Versace and Valentino joining Dior to round out the top three. Suki Waterhouse’s specially altered red Valentino gown showed off her baby bump and got people talking, with Who What Wear US’s Instagram post generating 61,850 engagements.
Selena Gomez in a stunning Oscar de la Renta dress put the brand in the top five. She paired the dress with a 35-carat morganite necklace from Tiffany & Co. resulting in social media content worth $1,589,709 and $343,317 for the two brands respectively. Vogue’s Facebook posts are largely responsible for driving this media value, with one mentioning Oscar de la Renta worth $417,900, and a Vogue France post about Selena’s necklace worth $200,368.
Jenny Tsai, co-founder and CEO of WeArisma, said: “Collaboration between celebrity and luxury fashion brands is a key part of awards season and the data from the Emmys show just how valuable it can be. It is interesting to see celebrities’ loyalties towards certain brands as the awards season progresses, such as Issa Rae in Pamella Roland after wearing the brand at the Golden Globes at the beginning of the month. Since the Golden Globes, social media content aligning the actress and the designer has reached an engagement rate of 6.06%.”
Top 10 brands in media value from the Emmy Awards 2024
- Dior – $5,573,007
- Versace – $2,412,061
- Valentino – $2,042,489
- Gucci – $1,893,490
- Oscar de la Renta – $1,589,709
- Loewe – $1,485,360
- Marni – $984,937
- Louis Vuitton – $977,846
- Marchesa – $527,329
- Givenchy – $480,570
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