Published On: June 12, 2024
Luxury Fashion Brands Elevate Celebrity Partnerships During Event Season
CEO Jenny Tsai wrote an article for Advertising Week discussing how luxury fashion brands have elevated celebrity partnerships this event season.
Celebrity influence remains a dominant force for luxury brands, yet our earned media analytics unveils a strategic evolution in marketing tactics.
🎬 Riding on the cultural wave of Hollywood’s films and trend
Luxury brands are embracing “method dressing,” aligning fashion with character portrayal in TV and film. Emma Stone’s Louis Vuitton ensembles as her ‘Poor Things’ character generated $6.5M in media value, while Margot Robbie’s Giorgio Armani Barbie-inspired outfits yielded $5M, showcasing the power of narrative alignment in creating brand impact.
🌟 Partnerships with celebrities at the forefront of popular culture
Gucci’s collaboration with Taylor Swift secured an impressive 33% of its $22M media value, with Swift’s individual media value surpassing $109M across just two shows, underscoring the significance of strategic partnerships.
🌍 Collaborations with influential regional celebrities to increase share of voice in key market
Partnerships with APAC personalities are pivotal for capturing Asia’s luxury market. Famous APAC celebrities have driven an impressive $74.6M in media value for 20 of the top luxury brands this award season. Dior and Cartier led with a combined media value of $74.6M, while Versace’s collaborations with regional icons like Ningning and Hyunjin yielded $380K in media value, emphasising the importance of effective local engagement strategies.
The 2024 Red Carpet season highlights the transformative impact of authentic partnerships in driving brand visibility and affinity.
Access timely cultural trends, strategic creator guidance, and industry best practices.
Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.
Here are the three topics we expect to define the week.
The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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State of Influence Index 2026 now LIVE - Explore the creators, trends and platforms driving conversations
