Beyond sending congratulatory bouquets to the 2024 Oscars winners, luxury brands are basking in the glow of their success this week. The latest Red Carpet Power Rankings, based on data from Launchmetrics in partnership with The Hollywood Reporter, have revealed record-breaking media-impact value for high-end labels like Louis Vuitton, Gucci, and Tiffany & Co., among others, as well as for the best-dressed stars of the night.
The 2024 Oscars proved to be a goldmine for brands, with the event garnering the largest viewership since the pre-pandemic ceremony in 2020. The Academy Awards attracted an average of 19.5 million viewers, up from 18.76 million in 2023, making it the most-watched event of the 2024 awards season. This surge in viewership translated into millions of dollars in estimated earned value for the luxury labels showcased on the red carpet at the Dolby Theatre.
Ratings emerged as a key predictor of earned exposure success, with the top 10 fashion brands at the 2024 Oscars collectively earning a staggering $87.8 million in media-impact value. The Golden Globes, with around 10 million viewers, closely followed, generating $82.7 million in media-impact value for the top 10 fashion brands.
The Launchmetrics MIV algorithm, which assigns a monetary value to social media interactions and editorial coverage, ranked brands and stars across various categories. Versace emerged as the top fashion brand at the Oscars, earning $14.2 million in media-impact value, thanks in part to America Ferrera's standout pink Atelier Versace gown. Other notable mentions included Dior, Gucci, and Louis Vuitton, whose creations adorned stars like Anya Taylor-Joy, Ryan Gosling, and Emma Stone.
Emma Stone's wardrobe malfunction, where she mentioned a zipper issue with her Louis Vuitton gown during her acceptance speech, added an unexpected twist to the night. Stone's mint-hued ensemble propelled her to the top spot among the most talked-about red carpet women, with a media-impact value of $6.8 million. Zendaya, dazzling in Armani Privé, secured the second position with $5.5 million in MIV.
Ryan Gosling stole the spotlight among men at the Oscars, earning $3 million in media-impact value for his memorable performance in a custom Gucci suit. Colman Domingo in Louis Vuitton and stars adorned in Tiffany & Co. jewelry also made waves on the red carpet.
As the awards season wraps up, the Red Carpet Power Rankings will provide a comprehensive overview of how luxury brands and A-list stars fared across major events. Stay tuned for the full recap in The Hollywood Reporter's upcoming issue on March 27.
