The 2024 awards season unofficially wrapped up last weekend when the Oscars took place, marking the end of a very glamorous few months on the red carpet. From the Golden Globes to the BAFTAs, we all enjoyed watching the biggest names in Hollywood pull out all the stops for these events, but, while it is always fun to watch from the sidelines, awards season is actually a critical time for brands, who have a lot to gain by putting the right looks on the right names. And, new data released this week suggests that Versace was the big winner this year.
According to influencer analytics platform, Wearisma, the Italian fashion giant was the most talked-about brand of the 2024 award season. The fashion house – which was worn by names including Margot Robbie and America Ferrera at the Oscars, Selena Gomez at the SAG Awards and Olivia Rodrigo at the Grammys – was mentioned in 979 posts by influential social media sources with a combined media value of almost £24 million.
Dior – which was worn by Jennifer Lawrence and Natalie Portman to various ceremonies – also fared well, bringing in £19 million of media value, while Gucci came close behind with £18 million. Schiaparelli, Saint Laurent, Louis Vuitton, Valentino, Armani, Loewe and Givenchy rounded off the top 10.
Jennifer Lawrence in Dior at the Oscars
To work out these figures, Wearisma analysed the potential investment that would be required for an advertiser to generate the same impact that these posts were able to have.
Using this technique, the platform also looked at the most influential celebrity of the season, and the result will come as no surprise. Although she attended only two events (the Golden Globes and the Grammys, where she wore Gucci and Schiaparelli respectively), Taylor Swift’s appearances resulted in 3,375 pieces of social media content with a total media value of £85 million.
Margot Robbie – who finished up her Barbie tour in Versace, Armani, Schiaparelli and Balmain – was the second most influential, while Emma Stone – who wore Louis Vuitton throughout – came in third.
Taylor Swift in Gucci at the Golden Globes