Tyla, Stray Kids and Margiela Top Media Impact Value Rankings at the 2024 Met Gala
Standout fashion moments, A-listers from across industries and a growing presence of Asian-Pacific stars marked the 2024 Met Gala. Celebrating the opening of the Costume Institute’s spring exhibition at the Metropolitan Museum of Art, the high-profile event sparked buzz on media and social networking sites for days.
“Known as one of the top moments on the calendar, the Met Gala presents the perfect opportunity to capitalize on the buzziest pop-culture conversations of the moment to drive unprecedented brand buzz,” Alison Bringé, Chief Marketing Officer at the software and data company Launchmetrics, tells EnVi.
Using their industry-specific algorithm, Launchmetrics identified the top performers and brands at the Garden of Time-themed 2024 Met Gala. Below, find out the celebrities, looks and fashion brands that dominated cultural conversations at what’s dubbed “fashion’s biggest night.”
Top Performers
Breaking the records set in previous years, the 2024 Met Gala accrued $1.4 billion in Media Impact Value™ (MIV®) — Launchmetrics’ metric to assign a monetary value to every post, interaction or article to ultimately measure the impact and contributions of Voices, channels and regions to Brand Performance.
Co-chaired by American actress Zendaya, Puerto Rican singer Bad Bunny, and actor Chris Hemsworth, among others, the gala reunited a plethora of global stars from all fields. As per Launchmetrics, the voice split was mainly distributed among media, celebrities and influencers. In fact, media was responsible for 77% of the event’s total Media Impact Value™ while celebrities and influencers contributed 4% and 14% respectively.
Vogue Magazine, E! News, Latin American outlet Infobae and Indian newspaper Times of India led the top voices ranking, garnering $100.4 million, $70.1 million, $30.4 million and $27 million in Media Impact Value™, each.
Meanwhile, internet personalities Haleyy Baylee (Haley Kalil), Lena Mahfouf and Tefi Pessoa, as well as model Kendall Jenner, topped the influencer voice ranking with placements on their own channels worth $8.8 million, $2.7 million, $1.9 million and $1.5 million in MIV®, respectively.
The celebrity ranking was dominated by first-timers Changbin, Lee Know, I.N, Hyunjin, Seungmin, Felix, Han and Bang Chan, otherwise known as pop octet Stray Kids. The K-pop group’s voice garnered a total of $4.8 million in MIV®.
Indian actress Alia Bhatt who returned to the Met for a second year leveraged her voice to earn $2.5 million in MIV®. Univision Beauty expert and host Jomari Goyso and actress Teyana Taylor rounded off the ranking, driving $2.2 million and $2.1 million via personal channels.
The Top Brands
Bringing fashion to the forefront to provide the Costume Institute with funding for annual exhibitions, operations, acquisitions and preservation of pieces, the Met Gala is not only a big night for the A-list celebrities walking the red carpet. Along with the attendants, fashion brands are the big protagonists of the gala. As Bringé explains, the attendance of influential voices and trendsetters makes the Met Gala “one of the most effective platforms to create brand associations that last well beyond the evening.”
At the 2024 Met Gala, brands highly benefited from strategic celebrity dressing. Brands such as Maison Margiela and Loewe created custom looks for some of the most anticipated guests, from Bad Bunny and Zendaya to Taylor Russell and Mike Faist.
According to Launchmetrics, Maison Margiela, Balmain and Alexander McQueen topped the fashion brand ranking, accruing $40.8 million, $39.3 million and $35.9 million in Media Impact Value™ each. These brands outfitted the likes of Zendaya, Kim Kardashian, Tyla, Elle Fanning and Lana del Rey, sparking coverage and mentions across social channels and media.
With celebrity placements such as Zendaya and Kendall Jenner, Givenchy took fourth place, garnering $35.1 million in MIV®. Tommy Hilfiger rounded off the Top 5. The American brand invited K-pop group Stray Kids and American actress Madelyn Cline to sit at their table, generating $31.2 million in MIV®. Other brands in the ranking were Loewe, Sabyasachi, Thom Browne, Oscar de la Renta and Schiaparelli.
The Top Looks
While the Met Gala generally delivers noteworthy look after noteworthy look, the night undoubtedly has its winners. Every year, a selected group of stars rise as the fashion crowd’s favorites. “Naturally, the most viral moments are driven by the most relevant Voices of the time — for example Zendaya has been on top of everyone’s mind since the announcement of The Challengers — combined with the looks that perfectly encompassed the dress code,” Bringé says.
The Met Gala’s most recent edition was no different. According to Launchmetrics, singer Tyla, K-pop darlings Stray Kids, style icon Zendaya and Bollywood star Alia Bhatt were responsible for the most notable style moments of the night. }
“It’s unsurprising that we’ve witnessed stars like Tyla, Zendaya or Alia Bhatt topping look rankings,” Bringé explains. “They not only shape wider cultural dialogues but were also leveraged in creating ‘made for content’ moments which caused a social media frenzy, taking brand performance to new heights.”
Tyla’s sand dress by Balmain sparked conversations worth $26.8 million in MIV®, crowning her as the leader of the Women’s Look ranking. Met Gala co-chair Zendaya made it twice to the list, with an outfit change-up that included looks by Margiela ($26.8 million) and Givenchy ($13.6 million in MIV®). Alia Bhatt in Sabyasach and Kendall Jenner in Givenchy, respectively garnered $16.9 and $16.2 million in Media Impact Value™.
Winning the Men’s Look ranking by a landslide, Stray Kids’ Tommy Hilfiger coordinated suits generated conversations worth $24.3 million in MIV®. Co-chairs Bad Bunny and Chris Hemsworth (dressed in Margiela and Tom Ford), actor Barry Keoghan in Burberry and singer Sam Smith in Christian Cowan completed the list.
Stray Kids, the Stars of the Night
While the 2024 Met Gala undoubtedly had its share of remarkable attendants, brands and looks, K-pop group Stray Kids rose as the top celebrity voice at the event for a good reason. Not only is the eight-piece act one of the most successful music exports hailing from South Korea, but Bang Chan, Han, Felix, Seungmin, Hyunjin, I.N, Lee Know, and Changbin are also promising talents expanding their fashion influence and reach beyond Asia.
Paired with the group’s strong social media pull, Stray Kids’ history-making Met Gala debut — the octet became the first ever K-pop group attending as a whole — guaranteed significant results.
“Due to their strong digital footprint and willingness to engage, K-Pop stars are perfect ambassadors for amplifying branded strategies through relevant hashtags and valuable social placements,” Bringé tells EnVi. “For example, Stray Kids were not only able to garner media buzz around their attendance, they were also able to generate significant contributions to Tommy Hilfiger’s performance through their owned social media content, placing them as the top celebrity Voice by Media Impact Value for the event overall.”
Interested in more fashion coverage? Check out the best looks at the 2024 Gold Gala here.
