Awards season red carpets: where brand value shifts
Forget viewership numbers. This awards season revealed a stark truth: the real battleground for luxury brands isn't on television screens, but in the relentless churn of Social Media. While the Oscars saw a 9% dip in viewership, the digital echo—the dissecting of every look, the tagging of every designer—generated millions in brand engagement, proving that the red carpet’s influence is evolving, rapidly.
The grammys surge: a new powerhouse
Traditionally, the Oscars have held the crown for earned media value (EMV). But the data from WeArisma paints a different picture for 2026. The Grammys ascended to the top, generating a staggering $915.7 million in EMV, followed by the Oscars ($741.6 million) and the Golden Globes ($636.2 million). This shift underscores a crucial point: younger audiences, heavily engaged on social platforms, are driving the conversation, and the Grammys, with its inherent focus on music and contemporary culture, are tapping into that power more effectively.
Chanel emerged as the undisputed champion across the board, racking up $47.3 million in media impact value (MIV) throughout the season. Matthieu Blazy’s debut as creative director was a resounding success, with looks worn by Teyana Taylor, Jessie Buckley, and Nicole Kidman at the Oscars alone generating $28.5 million. Selena Gomez’s custom Chanel gown at the Golden Globes contributed a significant $12 million to the brand’s MIV, highlighting the power of a well-chosen ambassador.
But the story isn’t solely about the established titans. The rising influence of the “Heated Rivalry” cast—Owen Cooper and Hudson Williams—demonstrates a fascinating trend. Despite the film’s ineligibility for major awards, these actors actively participated in awards season events, generating substantial value for brands like Saint Laurent, Tiffany, Balenciaga, and Armani. Cooper’s $477,000 MIV for Bottega Veneta at the ceremony alone proves that emerging talent can disrupt the established order.
The data reveals a clear pattern: nominated actors consistently generate more Social Media buzz and, therefore, higher MIV. Luxury brands are increasingly securing deals with actors they anticipate will have a strong awards run, recognizing the inherent value of that spotlight. However, the presence of non-nominees like Priyanka Chopra (Dior, $5.9 million MIV at the Golden Globes) and Blackpink’s Lisa (Jacquemus, $5.3 million MIV) underscores the continued appeal of established stars with massive, devoted fan bases—what Alison Bringé, CMO of Launchmetrics, aptly describes as buying “scale fast.”
Beyond the conglomerates: independent brands find their footing
While Chanel, Dior, and Louis Vuitton dominate the conversation, there's room for smaller, independent brands to shine. By strategically aligning with high-profile talent – Jenna Ortega in Christian Cowan at the Actor Awards, Lady Gaga in Matières Fécales at the Grammys—these brands can carve out a space in the awards season narrative. The key is leveraging the existing cultural capital of these stars and their devoted followings. The game isn’t just about money; it’s about relevance and embedding yourself within the audiences that drive cultural shifts.
The numbers speak for themselves. Grande’s Alberta Ferretti gown generated $4.5 million at the Critics Choice Awards. The power of a dedicated fanbase, ready to amplify every image and discussion, remains a potent force. Ultimately, awards season isn’t just about celebrating artistic achievement; it’s a high-stakes marketing play where celebrity style and brand visibility collide, with social media as the ultimate arbiter of success.