Emmy Awards Red Carpet Winners: Dior, Oscar de la Renta Reaped the Most in Brand Exposure
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From Selena Gomez in skin-baring sequins to Taraji P. Henson in gorgeous micro-draping or Jessica Chastain in a flurry of beaded fringe, it’s clear that Hollywood’s powerhouse women played an essential role in the latest results of the 2024 Red Carpet Power Rankings.
All three ladies were among the night’s most talked-about red carpet arrivals, generating a collective buzz that ultimately spawned millions in earned exposure for the high-end labels they were wearing. Gomez’s Oscar de la Renta gown was touted on the red carpet even before her arrival, with E! style correspondent Zanna Roberts Rassi mentioning that the star and producer of Hulu’s Only Murders in the Building would be wearing a dress embellished with 450,000 sequins, later revealed as a design from the label’s Pre-Fall 2024 collection. A Tiffany & Co. necklace worn by Gomez — one of the night’s 15 best-dressed stars — likewise vaulted that brand into the top position in the Power Rankings’ Watches & Jewelry category. Henson, meanwhile, in a beautifully fit Atelier Versace gown and chrome-hued Alexandre Birman sandals, played an integral role in the media-impact value of those brands. The same is true for the Gucci fluorescent green beaded-fringe gown worn by Chastain, whose look was key to the Italian label’s placement among the night’s top fashion brands.
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Throughout the 2024 awards season, The Hollywood Reporter and Launchmetrics, an AI-driven software, data and analytics company, are producing the Red Carpet Power Rankings in an exclusive partnership. Launchmetrics employs a proprietary algorithm to track the media-impact value (MIV) of earned exposure, assigning a monetary value to the combined influence of brands from online and social media posts and editorial stories.
The overall MIV numbers from the 75th Primetime Emmy Awards — which were less than those at the Jan. 7 Golden Globes — also reveal what a crucial role TV ratings play in the results. The broadcast on Fox garnered record-low ratings, averaging only 4.3 million viewers, a drop of 27 percent from the awards ceremony’s 5.9 viewers in 2022 (the Jan. 15 airing of the 2023 Emmys was delayed due to last year’s WGA and SAG-AFTRA strikes). TV pundits have surmised that the NFL Playoffs, up against the Emmys for the first time, significantly contributed to the downturn of the awards show’s ratings.
Even so, a wide variety of luxury brands reaped the rewards of Emmys red carpet exposure, earning millions in MIV. Here’s a look at the top performers in fashion, watches and jewelry, and accessories. (Launchmetrics and THR also just revealed the top five women and top five men who brought in the most exposure for brands at the Emmy Awards; see the results here.)
TOP FASHION BRANDS: DIOR BY THE NUMBERS
Gomez’s Oscar de la Renta gown resulted in that label’s second-place appearance among fashion brands, but it wasn’t enough to beat Dior, which dressed five women and five men at the Emmys, including Elizabeth Debicki and Jenna Ortega in Dior Haute Couture — both of whom appeared in a plethora of post-show best-dressed lists — as well as Nicholas Braun and Bill Hader in Dior Men.
Rounding out the top five fashion brands, Valentino scored high marks likely due to the flurry of social-media conversation created by Suki Waterhouse, whose red haute-couture gown highlighted her pregnancy, while Pedro Pascal’s custom Valentino ensemble catapulted him into the top spot among the men in attendance. Alongside Henson, Rachel Brosnahan and Camila Morrone also wore Atelier Versace, resulting in that label’s fourth-place position and an MIV of $4 million. Louis Vuitton dressed Ali Wong, Colman Domingo and Jodie Foster, but perhaps no look from the French house was talked about more than the strapless leather dress worn by Emmy winner Ayo Edebiri, earning the label an MIV of $3.8 million.
TOP WATCH & JEWELRY BRANDS: TIFFANY & CO. HOLDS STRONG IN FIRST PLACE
Tiffany & Co. loaned its dazzling pieces to both Gomez and Waterhouse, two high-profile placements that once again vaulted the jeweler into the category’s top position. Gomez’s statement necklace in particular, a Jean Schlumberger by Tiffany Bird on a Rock necklace crafted in platinum and 18-karat yellow gold and highlighting a 35-carat morganite surrounded by diamonds and pink sapphires, drew both online chatter and post-show coverage as among the night’s best jewelry.
For Cartier, Sarah Snook’s Emmy win created a terrific on-camera moment to view her high-jewelry necklace and earrings, crafted of diamonds and emeralds set in 18-karat white gold; the brand also provided jewelry and watches to Claire Danes, Donald Glover and Alexander Skarsgård, among others. Quinta Brunson, Sheryl Lee Ralph and Ariana Debose wore De Beers jewelry, resulting in a third-place position and an MIV of $654,000, while Meghann Fahy’s Bulgari high-jewelry earrings and bracelet with a Serpenti ring, all in 18-karat pink gold with diamonds, was key to that brand’s earned exposure of $592,000.
Not to be forgotten, watches also scored big at the Emmys, with Domingo, Theo James and James Marden joining Hader and Debose among the stars sporting Omega timepieces, while host Anthony Anderson wore a Chopard watch, Emmy winner Kieran Culkin’s IWC Portugieser Automatic 40 could be spotted when he reached for his trophy onstage, and the same was true of fellow Emmy winner Jeremy Allen White, who wore Vacheron Constantin’s Fiftysix Self-Winding in pink gold. With Nicholas Braun also wearing the latter brand, Vacheron Constantin rounded out the top 10 with $170,000 in media-impact value.
TOP FIVE ACCESSORY BRANDS: ALEXANDRE BIRMAN SLIDES INTO THE POLE POSITION
Henson’s Emmys look was both widely discussed in social media — the actress’ Instagram post drew more than 167,000 likes — and covered as among the night’s best looks. For proof, look no further than the fact that her Alexandre Birman metallic sandals were key to knocking Christian Louboutin out of the top spot. (Louboutin had been commanded the accessories’ Power Rankings at the Globes and Critics Choice Awards.) Alexandre Birman also provided gold platform sandals to Aubrey Plaza to go with her meme-worthy Loewe gown; combine all of that conversation, and the brand scored the top spot with $1.3 million in media-impact value.
That result is all the more impressive considering that Christian Louboutin’s shoes were seen on 13 stars, including Fahy, Ortega and Trevor Noah, while Jimmy Choo’s footwear was seen on nine stars, including Lizzy Caplan, Abby Elliott and Adam Brody. The placements from the two designer powerhouses created media-impact values of $535,000 and $370,000, respectively.
Sheryl Lee Ralph accessorized her white mermaid gown by Christian Siriano with Roger Vivier heels, contributing to the latter brand’s fourth-place position and an MIV of $308,000. And while some might wonder about the inclusion of Dr. Martens on this list, consider that the brand was worn by Christina Applegate, whose onstage appearance created one of the night’s most emotional moments. The actress, who is battling multiple sclerosis, paired her Christian Siriano red velvet gown with Dr. Martens’ Jadon II platform boots, with coverage of her terrific look garnering an MIV of $142,000.
Next up for the Red Carpet Power Rankings: the 66th Annual Grammy Awards, set for Sunday, Feb. 4, and broadcast on CBS.
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