Which Star Won the Oscars Red Carpet — Zendaya or Emma Stone?
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Beyond sending congratulatory bouquets to the 2024 Oscars winners, execs from luxury brands should be doing cartwheels down posh streets this week, if the latest Red Carpet Power Rankings are any indication.
The earned-exposure data for the 2024 Oscars by Launchmetrics — in partnership with The Hollywood Reporter throughout this awards season — reveals the largest numbers yet in media-impact value for high-end labels that include Louis Vuitton, Gucci and Tiffany & Co. and others and for the night’s best-dressed stars. The results prove that the Academy Awards, the biggest night in the entertainment industry, also remains the champion of red-carpet dressing opportunities (though the 2024 Golden Globes was hot on its heels). Some of the night’s biggest moments undeniably played a role in the 2024 Oscars numbers, from Emma Stone’s best actress win to Ryan Gosling’s Kenergy.
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The healthy uptick in viewers from last year’s Oscars also can account for a significant portion of the millions of dollars in estimated earned value for the labels seen on the red carpet at the Dolby Theatre, with the Academy Awards averaging 19.5 million viewers, up from 18.76 million in 2023. That figure is not only the largest since a pre-pandemic Oscar ceremony drew 23.64 viewers in 2020, one month before the U.S. went into a widespread lockdown due to COVID-19; it’s also the best ratings number of the 2024 awards season. Taking second place: the Feb. 4 Grammy Awards, which likewise scored its biggest ratings since 2020, averaging 17.09 million viewers during its broadcast, a double-digit increase from 2023.
As a result, another truism has emerged in this week’s Red Carpet Power Rankings: Ratings serve as the best predictor of earned exposure success. Just consider: The top-10 fashion brands seen at the 2024 Oscars earned a whopping $87.8 million in media-impact value. Close behind were the Golden Globes (with around 10 million viewers), which saw the top-10 fashion brands earn $82.7 million in media-impact value.
The 96th Academy Awards represents the final event of the awards season that’s being tabulated via the Launchmetrics and THR partnership. Launchmetrics employs its proprietary Media Impact Value (MIV) algorithm to analyze and rank the brands and stars seen on red carpets, spanning five categories: fashion, watches and jewelry, and accessories, as well as the top five women and the top five men at each event. The Launchmetrics MIV algorithm assigns a monetary value to every post, social media interaction and editorial story to determine a brand’s influence and has been recognized industrywide as the solution to modern brand measurement.
Which brands and stars captured the top rankings from what now can be certified as Hollywood’s biggest night? Check out the charts below:
Top 10 Fashion Brands: America, the Beautiful — With an Assist by Cillian Murphy
Few surprises exist among the top-10 fashion brands that garnered the most in media-impact value at the Oscars. After all, if you were among those who raved about America Ferrera’s pink Atelier Versace chainmail gown, it’s little wonder the Italian house scored so well among some major style competition, earning Versace a combined $14.2 million in media-impact value. Fold in the other stars dressed by Donatella Versace — best actor winner Cillian Murphy and Barbie star and executive producer Margot Robbie among them — and it’s easy to see why Versace took the top position, with $14.2 million in media-impact value. (Plus, Ferrera’s Oscar night look propelled her to 2.2 million followers on Instagram.)
Anya Taylor-Joy’s much-discussed Dior gown, inspired by two iconic designs from the house’s archives; Gosling’s show-stopping “I’m Not Ken” performance in a crystal-accented pink Gucci suit; and of course Emma Stone’s best actress win in mint-hued custom Louis Vuitton all created stories and social-media chatter, helping catapult these brands easily into the top four. (See all the star-studded Oscars red carpet 2024 arrivals.)
Top Five Women at the Oscars: Emma Wins a Second Time, After Taking Home Best Actress
If all publicity is good publicity, as the old adage goes, that idea might also extend to Emma Stone’s busted zipper on her custom Louis Vuitton gown. The best actress winner for Poor Things mentioned the mishap while accepting her trophy, which became a talking point in itself during post-show coverage and on social media. While Stone’s mint-hued jacquard gown with peplum detail ranked high on many best-dressed lists, it’s also safe to assume the wardrobe malfunction played a role in propelling the Oscar winner into the top spot among most talked-about red carpet women with a media-impact value of $6.8 million.
Zendaya, who dazzled everyone in her Armani Privé gown, earned the No. 2 spot with $5.5 million in MIV. Even more surprising: The Dune: Part Two star did not Instagram her look to her 184 million followers (imagine what heights the MIV number might have achieved if she had).
Top Five Men at the Oscars: Gosling and Gucci Are Unbeatable
Was there ever any doubt that Ryan Gosling would grab the top spot among men at the 2024 Oscars? Gosling’s “I’m Not Ken” performance was arguably both the night’s most highly anticipated and most-discussed moment. Gosling, who also wore a custom metallic-edge black Gucci suit on the red carpet, has been a house ambassador since 2022, and it’s a sure bet everyone associated with the iconic Italian label was replaying his performance Monday morning. His star turn earned Gosling and Gucci a media-impact value of $3 million — it’s notable that the top-ranked man still trailed all of the top-five women, though Gosling’s MIV number is exactly double what Maluma earned in the No. 1 spot among men at the Grammy Awards. Taking the second men’s spot at the 2024 Oscars was Colman Domingo in custom Louis Vuitton.
Jewelry & Watches: A Power Couple Provides a One-Two Punch
Tiffany & Co. bejeweled a healthy selection of stars on Oscar night, from the Blue Book collection pieces that Taylor-Joy name-checked while on the red carpet to the morganite pendant worn by Ariana Grande, its hue a perfect match with her voluminous pink gown and wrap by Giambattista Valli.
Among the night’s best-dressed couples, Gabrielle Union paired a stunning Tiffany & Co. necklace featuring a sizeable aquamarine surrounded by diamonds set in platinum with a sparkling Carolina Herrera two-piece gown, while husband Dwyane Wade opted for Cartier jewels, including the Panthère de Cartier Pocket Gem brooch on the lapel of his Versace tuxedo — the result: #CouplesGoals. (See THR’s story on the best jewelry at the 2024 Oscars.)
Among brands that make watches exclusively, Jaeger-LeCoultre (worn by best supporting actor winner Robert Downey Jr. and Taylor-Joy) and Omega (which dressed winners Cillian Murphy and Da’Vine Joy Randolph) placed the highest in MIV.
Accessories: Jimmy Choo Chose Well
Zendaya, Grande and Taylor-Joy were among the stars who wore Jimmy Choo to the 96th Academy Awards, while Lily Gladstone, Simi Liu, John Krasinski and Mahershala Ali wore designs by Christian Louboutin. The two brands have been trading the top spot throughout the awards season and easily could inspire further conversation about earned-exposure success based on quantity of placement — and how the latter doesn’t always translate to a top ranking. At the 2024 Oscars, Jimmy Choo dressed five high-profile stars, while Louboutin’s placements more than doubled that number. But Zendaya, Grande and Taylor-Joy — the trio of women who wore Choo — boasts a collective Instagram audience that surpasses half a billion followers.
Up Next: The 2024 Awards Season Recap
Later in March, the Red Carpet Power Rankings will present a wrap-up of the 2024 awards season, with a look at how both the high-end brands and the A-list stars performed at the year’s six major broadcast events: the Golden Globe Awards, Emmy Awards, Critics Choice Awards, Grammy Awards, Screen Actors Guild Awards and the Academy Awards. Which luxury brands will have earned the most in media-impact value from their placements on these red carpets? And which stars played integral roles in that equation, generating millions of dollars in earned exposure? We’ll publish the results in the March 27 issue of The Hollywood Reporter, and you also can check back here at hollywoodreporter.com to view the awards season recap.
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