Dior, Armani and Prada Won Millions in Earned Exposure at the Golden Globes, According to 2024’s Inaugural Red Carpet Power Rankings

As the kickoff of the 2024 awards season, the 81st Golden Globe Awards at the Beverly Hilton exuded a decidedly festive vibe, not only from the trophies and speeches, but also the high style on the red carpet.

For the first time, The Hollywood Reporter is offering a data-driven look at the luxury brands that ruled the carpet, thanks to an exclusive editorial partnership with London-based Launchmetrics. Using its proprietary algorithm, the brand-performance agency measured the influence of dozens of brands worn by the stars Sunday evening, from online and social media posts to editorial stories, assigning a media-impact value (MIV) to the hottest red-carpet-focused labels in men’s and women’s fashion, accessories, watches and jewelry.

Ultimately, fashion fans now can not only get a sense of which brands dominated the red carpet, but also those same high-end labels can gain a greater understanding of their return on investment — which can be sizeable, given the hours required in an atelier to hand-apply beading to a gown or to craft a bespoke tuxedo, or the cost of the security required to transport pricey diamonds from a vault to a star’s home and back again (and possibly staying within sight if those jewels exceed a certain value). That’s not to mention what luxury houses pay celebrities to wear clothes on red carpets, which for a big awards show can sometimes run in the hundreds of thousands.

Which brands won the night? Check out the four category charts and their accompanying notes below.

Dior topped the list, according to Launchmetrics’ data, dressing 19 stars, which included five women in haute couture — Jennifer Lawrence, Elizabeth Debicki, Ali Wong, Natalie Portman and Rosamund Pike — and a hefty roster of 14 men that included Golden Globe winner Kieran Culkin and Jon Batiste in Dior Men formal looks. Launchmetrics estimates that Dior earned an impressive $15 million in media-impact value for the evening, following the tabulation of all editorial, online and social media coverage, from the moment the red carpet opened until 48 hours after the Golden Globes wrapped on Jan. 7.

Other brands garnering high-earning results include Armani, Prada, Louis Vuitton and Gucci, which round out the top five. Perhaps more surprising, however, is how some brands fared when dressing only between one and three stars. Schiaparelli — which created an immediate social media buzz with the early arrival of Poker Face‘s Natasha Lyonne — came in at sixth place with $7.5 million in MIV, while Dua Lipa and Carey Mulligan also wore Daniel Roseberry’s designs for the Paris-based house. Emily Blunt in an embroidered tulle gown earned Alexander McQueen an MIV of $3.6 million. Quinta Brunson in a custom Balmain champagne-hued gown and Elle Fanning in a vintage dress from Balmain’s archives earned that label $3.4 million in MIV.

In the menswear category, Giorgio Armani took the top spot at the Golden Globes, dressing a dozen high-wattage men, including Leonardo DiCaprio, May December‘s Charles Melton, Matt Damon and Robert De Niro.

One thing to note is that some of the men’s stats reflect a combination of men’s and women’s placements. In addition to Hailee Steinfeld, Bella Ramsey, Globe winner Ayo Edebiri and Brie Larson, Prada also dressed Willem Dafoe. Launchmetrics’ algorithm measures the primary brand name, so Prada’s top spot in menswear likely reflects the impact of women’s placements as well. This is also due to how social media is measured, especially given consumer tendencies. Most Golden Globe viewers may only post on X (formerly Twitter) or Instagram about a great “Dior” look, for example, never making the distinction between Dior, Dior Haute Couture or Dior Men.

One menswear-only luxury label that made the top 10 for the Globes is Brioni, which dressed Fellow Travelers‘ nominee Matt Bomer.

Tiffany & Co. took the top spot in watches and jewelry at the 2024 Globes, earning $3.6 million in MIV, according to Launchmetrics’ data. The New York-based house provided the sparkle for a substantial number of stars, including Blunt, Florence Pugh, Reese Witherspoon and Greta Lee. When Dua Lipa arrived onstage as a presenter, her Tiffany & Co. necklace — an archive piece from 1962 and crafted of gold and platinum with yellow beryl, topaz quartz and diamonds — shimmered like crazy under the lights in the Beverly Hilton ballroom and caused a social media frenzy. It’s exactly the type of moment desired by every brand.

Selena Gomez in Bulgari diamonds and Globe winner Paul Giamatti wearing a Chopard watch (the latter brand also bejeweled Ariana Greenblatt and Gillian Anderson) are key to those brands’ high rankings.

Omega — which dressed 16 A-list men and one woman (Da’Vine Joy Randolph, if you’re wondering) on Globes night — rounded out the top five, with $1.5 million in MIV. Still, watches are harder to spot and therefore may draw less online commentary than gowns, tuxedos or jewelry. But have you noticed that guys on the red carpet have become far more adept at posing in a way that shows off their watches?

Boucheron’s sixth-place ranking is also notable. The Paris-based brand is making a larger push into the U.S., providing artful diamonds at the Globes to Jennifer Lopez, Edebiri, Naomi Watts and Pike.

Viewers loved Selena Gomez’s Giorgio Armani Privé high-low dress, and it’s a sure bet Christian Louboutin loved it as well. Status heels tend to get short shrift on red carpets, but that doesn’t mean they’re not noticed and remarked upon — in addition to Gomez in her easily seen Hot Chick Sling red patent-leather slingback pumps, Lenny Kravitz, John Ortiz and Lee also were among those wearing Louboutin’s red-soled designs, earning the brand its first-place position with $3.2 million in MIV.

Post-show, Jimmy Choo announced that 20 stars wore its styles, including Jennifer Aniston and Portman, both of whom wore the brand’s Max platform sandal, while Alan Ruck and Mark Ruffalo were among the men who chose Jimmy Choo oxfords. The result: a solid second place, with $1.9 million in MIV.

For brands, getting the name in the spotlight is a top priority — and even more so for the umbrella companies that own them. Dior, Louis Vuitton, Fendi, Bulgari and Tiffany & Co. are all owned by LVMH, while Kering Group boasts Gucci, Alexander McQueen, Boucheron, Brioni and Saint Laurent among the labels in their stable.

In the coming weeks, The Hollywood Reporter and Launchmetrics will continue to partner on releasing the MIV results from the six major televised awards shows — next up: the Critics’ Choice Awards on Jan. 14 and the Emmy Awards on Jan. 15. In addition to perusing both the arrivals and best-dressed coverage of each event, check back at hollywoodreporter.com as the results of each awards show are individually tabulated, to be followed by a recap of awards season, after the Academy Awards on Sunday, March 10.