No two awards shows are alike: The 2024 Golden Globes Awards, broadcast on CBS on Jan. 7, increased its viewership by 50 percent over the previous year, averaging 9.4 million viewers. By contrast, the 29th Critics Choice Awards, airing on The CW exactly one week later on Jan. 14, averaged just 1 million viewers. That meant the Critics Choice Awards had around one 10th the viewership of the Globes.
But despite the smaller viewership of the Critics Choice Awards, luxury brands still racked up big numbers in media exposure for dressing stars at the show, as revealed in the latest findings of the 2024 Red Carpet Power Rankings.
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At the Critics Choice Awards, the No. 1 fashion brand on the red carpet was Prada, which garnered a media-impact value (MIV) of $5.1 million, according to data revealed by Launchmetrics and The Hollywood Reporter in an exclusive partnership that is tracking the buzz that brands and stars generate on red carpets throughout awards season.
Prada’s $5.1 million in earned exposure at Critics Choice is an undeniably impressive figure for an awards show broadcast that pulled just a fraction of the audience of the Globes. It’s notably not just a 10th of what the biggest brand at the Globes earned. There, the top luxury brand was Dior, which earned a media-impact value (MIV) of $15 million, according to Launchmetrics. (The data company’s proprietary MIV figure assigns a monetary value to the combined impact for brands from online and social media posts and editorial stories.)
The numbers reveal a salient fact about red carpet coverage: While viewers might not watch, they still will engage in conversation about who wore what.
This week, THR and Launchmetrics’ newest Red Carpet Power Rankings results also reveal who the top five women and top five men were on the Critics Choice Awards red carpet in terms of earned exposure for brands, with Margot Robbie in Balmain (an MIV of $2.5 million) and May December’s Charles Melton in Valentino (an MIV of $751K) leading the way.
Perhaps most surprising: Which stars are so powerful, they made each list twice? Check out the results, as well as noteworthy details for each category, below.
TOP FASHION BRANDS: PRADA ON TOP
Prada, the winner of the night, dressed five stars for the Critics Choice Awards: Dua Lipa, Tom Holland, Brie Larson, Brit Marling and Young Mazino. Who among them boasts an Instagram following of 88.6 million people? The best song nominee for Barbie‘s “Dance the Night,” of course. Dua Lipa’s powerful following unquestionably influenced Prada’s top spot in the rankings, while social media likewise was sent into a frenzy over Holland’s dapper three-piece suit.
Hot on Prada’s heels were Louis Vuitton (which dressed Emma Stone, Bradley Cooper and Jodie Foster); Armani (seen on Emily Blunt, Carey Mulligan, Paul Giamatti and Brendan Fraser) and Dolce & Gabbana (which outfitted Jennifer Aniston, Oprah Winfrey and John Krasinski).
Rounding out the top five was Balmain, which created a custom red gown for Robbie, the star and producer of 2023’s biggest movie, helping the beloved Paris-based label earn an MIV of $2.5 million.
TOP 5 WOMEN: MARGOT ROBBIE IN THE LEAD
Robbie and writer-director Greta Gerwig (wearing a Molly Goddard dress) created a viral moment when host Chelsea Handler brought them up to the stage to give an impromptu acceptance speech for best comedy movie, a category that had been awarded before the broadcast. Combine all those elements, and the attention undoubtedly helped shine a light on her rose-trimmed Balmain dress, catapulting Robbie to the top of the list of the actresses who earned the most media exposure for their red carpet looks that night.
Equally interesting is the fact that Emily Blunt brought the power in not one, but two categories. In her red beaded Giorgio Armani Privé gown, Blunt earned the legendary Italian design house an MIV of $2.1 million, while her platinum and diamond jewels by Tiffany & Co., including a stunning pair of Jean Schlumberger fan earrings, resulted in an MIV of $1 million.
Emma Stone’s best actress win for Poor Things was a perfect chance to get another look at her custom one-shoulder Louis Vuitton gown and vault the actress into the top-five rankings with an MIV of $1.3 million. May December nominee Julianne Moore, meanwhile, spawned plenty of social-media chatter for the ease of her plum-hued Chanel haute couture strapless gown, enough to earn the No. 5 position with $737k in media-impact value.
TOP 5 MEN: CHARLES MELTON LEADS THE PACK
Red carpet pundits were raving the second Rustin‘s Colman Domingo arrived in Valentino Haute Couture, wearing a mustard-hued suit with a textural coat worn over his shoulders, both from the Italian house’s Fall 2023 haute couture collection. “I feel like a king,” Domingo said on the red carpet, and social media evidently agreed, resulting in the nominated actor’s No. 2 ranking on this list, with $616k in media-impact value. Domingo’s gold Christian Louboutin boots, meanwhile, earned their own social-media conversation, helping the actor also grab the fifth spot on the list: “The shoes tipped it over into insanity,” one user replied to the Instagram posted by Wayman + Micah, Domingo’s high-profile stylists.
But who topped this list? May December’s Charles Melton, also in Valentino, his crimson-toned ready-to-wear suit from Spring 2024 earning more than 41,000 likes on his Instagram account (against 5.5 million followers) and an MIV of $751,000. John Krasinki’s Tiffany & Co. brooch, an iconic Jean Schlumberger “Paris Flames” design worn on his Dolce & Gabbana evening suit, earned enough chatter to vault the actor-director into the No. 3 position with $317,000 in MIV, while Matt Bomer rounded out the list with his electric-blue tuxedo by Berluti, a bold color that contributed to $180,000 in MIV.
TOP WATCH & JEWELRY BRANDS: TIFFANY & CO. SCORES
Tiffany & Co., Cartier and Bulgari continued their one-two-three dominance that started at the Golden Globes, while other brands shuffled around, and two new entries made their move.
America Ferrera and Rachel Brosnahan wore Pomellato jewels to the Critics Choice Awards, placements that totaled $379,000 in media-impact value and moved the brand onto the latest list of top 10 watch and jewelry brands at an awards show. But a bigger surprise was the appearance of Vacheron Constantin on the list, which edged out Omega by just $1,000 in MIV. Vacheron Constantin was worn most prominently by Ke Huy Quan, while Omega dressed many more stars including Melton, Domingo, Barry Keoghan, Nicholas Braun and Bill Hader.
It may have been an Elsa Peretti brooch, however, that enabled Tiffany & Co. to retain its top spot on the list. Critics Choice best actor winner Jeremy Allen White wore Peretti’s poppy-inspired Amapola brooch in sterling silver and red silk with his pinstriped suit from Saint Laurent by Anthony Vaccarello — and the result of that crimson red against the dark pinstriped jacket onstage? Surely it contributed in a large degree to Tiffany & Co.’s $1.9 million in MIV.
TOP FIVE ACCESSORY BRANDS: CHRISTIAN LOUBOUTIN RULES
Worn by stars including Lily Gladstone, Barry Keoghan and Quinta Brunson, Christian Louboutin is still topping the accessories list after two awards shows, earning an MIV of $662k from the Critics Choice Awards (after earning $3.2 million in exposure at the Globes). But a new contender emerged in the category: Oliver Peoples, the eyewear brand that’s making a concerted push this awards season.
The Bear’s best supporting actress winner Ayo Edebiri, Ke Huy Quan and American Fiction’s Jeffrey Wright were among the stars who sported the brand’s sunglasses and eyeglasses at the event, but none of them boast the social-media power of Billie Eilish, whose Instagram followers total an incredible 110 million. That’s the influence that results in an eyewear brand squeezing its way onto a list of primarily high-wattage footwear brands beloved by stylish women and men alike.
Next up for the Red Carpet Power Rankings: The results of the 75th Primetime Emmy Awards will post early next week, while the next awards show to be tracked will be the 66th Annual Grammy Awards, set for Sunday, Feb. 4, and airing on CBS.
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