This article is part of our Vogue Business Membership package. To enjoy unlimited access to Member-only reporting and insights, our NFT Tracker, Beauty Trend Tracker and TikTok Trend Tracker, weekly Technology, Beauty and Sustainability Edits and exclusive event invitations, sign up for Membership here.
From Bella Hadid’s nearly naked dress to Yseult’s custom Dior gown, which marked the first time the luxury house dressed a plus-size body on Promenade de la Croisette, Cannes Film Festival delivered its usual share of red carpet moments. For many luxury fashion and jewellery brands, it has become one of the most important events on the calendar. But what cut through on social media?
Influencer marketing platform Lefty analysed more than 3,000 influencers on Instagram, each with over 10,000 followers, and worked out the equivalent ad spend of the impressions gained from their posts about Cannes (referred to as ‘earned media value’ or EMV). Overall, the 2024 edition of the festival generated $86.3 million in EMV on Instagram. Fashion drove the highest EMV at $47.8 million (54.1 per cent of the total); jewellery was second with $26 million (29.4 per cent); and beauty third with $4.6 million (16.5 per cent). (By comparison, the Met Gala this year generated $365 million in EMV, while Autumn/Winter 2024 fashion month generated $528 million across New York, London, Milan and Paris.)
By brand, Saint Laurent earned the top spot, generating $14 million in EMV — 2.7 times more than its nearest competitor, Dior ($5 million EMV). Actress and singer Selena Gomez played a key role: her post featuring the off-the-shoulder Saint Laurent gown she wore to the premiere of Emilia Pérez drove $7.7 million in EMV. It is a clear sign that Saint Laurent’s strategy of leaning into film — Emilia Pérez was produced by Saint Laurent Productions — is paying off in terms of exposure. The screening won the Jury Prize as well as the Best Actress Award for Gomez’s performance.
%2520(1).png)
“Saint Laurent has invested heavily into this space over the last few years. Their production company produced two other films that showed at Cannes, and invested in the celebrities coming to see those films [by dressing them] in Saint Laurent,” says America Korban, stylist at The Face magazine.
The French luxury house also benefited from the Bella Hadid effect, with the supermodel making her highly anticipated return to the red carpet in a see-through Saint Laurent gown from the brand’s latest collection; an ode to the maison’s sheer house code. The look generated $1.4 million in EMV for the brand.
Dior ranked second, thanks in large part to brand ambassador Anya Taylor-Joy — who wore a champagne-hued haute couture dress to the premiere of her film Furiosa: A Mad Max Saga — and Spanish actress Nicole Wallace, who wore a short suit to the Megalopolis premiere. These strategic partnerships generated a combined EMV of $3 million, representing 58.2 per cent of Dior’s total. “They represent the epitome of glamour,” says fashion commentator Lyas of the two actresses.
Lyas observes that classic, Old Hollywood looks reign supreme at the 11-day celebration. “Cannes is the most glamorous film festival in the world but it also has the most strict red carpet,” he says. Brands found success in nodding to their history and craftsmanship. “Dior dressed Yseult in a custom look, reimagining the Dior New Look silhouette for the modern woman,” says Lyas, as an example.
Over the years, Cannes has also become an important event for high jewellery brands. “With less frills it really gives the jewellery a chance to shine. It’s also a place for couture so it’s great for courting an audience who is willing to spend millions on a necklace,” says Korban. This year Chopard drove the most buzz of the jewellery houses, with $9.1 million in EMV. Once again, Bella Hadid was to thank, with the highly influential model posting three times about the brand and generating a total of $3.5 million EMV. Boucheron came in second with $4.4 million, while Tiffany ranked third overall with $4.2 million in EMV.
Global talent drives global results
While the dress code for Cannes hasn’t changed in recent years, the invite list has. In 2024, celebrities and influencers from around the world attended and generated EMV for brands.
Most notably, out of the top 10 fashion influencers in attendance this year, three hailed from Latin America: Brazilian YouTuber Maya Massafera ($3.6 million EMV for Chanel, Saint Laurent, Schiaparelli and Dior), Argentine footballer Paulo Dybala ($2.6 million EMV for Fendi) and Brazilian actress Marina Ruy Barbosa ($1.9 million EMV for Chanel and Giambattista Valli).
.png)
Balenciaga ranked third overall with $3.8 million in EMV by looking beyond established names. “Look at the rising Thai star, @beccca. Her three impactful posts for the brand garnered a remarkable $3.69 million EMV, or 75 per cent of the total EMV for Balenciaga,” says Lea Mao, head of marketing at Lefty. “This demonstrates the potential of partnering with up-and-coming influencers who resonate with specific demographics.”
Observers note that TikTok became the official partner of Cannes in 2022, which has led to an influx of TikTokers on the guest list. “Some of the social media platform’s top influencers have been walking the red carpet, even turning them into red carpet reporters sometimes — as was the case with Samia Jasmin,” says Lyas. Elsewhere, TikTok star Dixie D’Amelio generated $1.5 million in EMV for jewellery brand APM Monaco.
This has led to a democratisation of the Cannes red carpet, asserts Lyas. “This shift towards a more globalised and inclusive Cannes signifies a recognition of the evolving entertainment landscape,” agrees Mao. “The red carpet is no longer solely about Hollywood and Europe; it’s embracing the diverse range of talent and cultural forces shaping the industry today. K-Pop stars, with their international fanbases, athletes with their dedicated followings, and Latin American influencers representing a dynamic and diverse audience, are all testaments to this evolving power structure.”
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
What Meta’s news ban means for brands and influencers
