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The ‘Formula 1′ movie premiere in London wasn’t your standard film rollout. Yes, the film and the stars drew attention, but what truly stole headlines, and dominated social feeds, was what the celebrities were wearing.
Published On: August 11, 2025
With £6.4M in Earned Media Value and over 130 million in total reach, the premiere cemented itself as more than a film launch, it was a full-blown luxury fashion moment.
Tate McRae wears Balenciaga at the ‘F1’ Premiere. She shared both behind-the-scenes and red carpet moments in an Instagram post.
Her post alone drove £995K in Earned Media Value and an 11.87% engagement rate, a standout result for a single activation.
Simone Ashley’s Balmain dress at the ‘F1’ premiere has already landed on “best dressed” lists and driven major fashion media value, her Instagram post earning £272K EMV, while Vogue India’s coverage added another £83.5K
Harper’s Bazaar UK extended the storytelling with a behind-the-scenes “getting ready” video, which generated an EMV of £11K.
Even before the carpet was rolled out, the fashion story had begun. Harper’s Bazaar USA spotlighted Brad Pitt’s lead-up looks in their feature, “Brad Pitt Unleashes His Inner Fashion Guy,” tracking his head-turning appearances in pieces by Argentinian label Taverniti, Gucci, and Willy Chavarria.
The article’s social coverage generated £389.3K in earned media value, underscoring just how closely the press is watching the run-up to a premiere, not just the premiere itself.
Why Red Carpet Moments Matter More Than Ever for Luxury Brands
It’s not news that what celebrities wear on the red carpet drives conversation, that’s been true for decades. But what’s changing is how brands are using these moments, and what smart CMOs should be doing to stay ahead of the curve.
It’s no longer just about getting a look onto the carpet. It’s about owning the story around it. Here’s where luxury marketers should be paying attention:
The red carpet isn’t the beginning of the fashion moment anymore, it’s the peak. The runway to it (airport arrivals, glam squads, fittings) is where audiences are paying attention. That’s where loyalty, brand storytelling, and cultural credibility are being built.
The smartest brands are behaving like content studios, shaping visual narratives, commissioning exclusive content, and weaving in storytelling well beyond a tag in a caption. Dressing talent is just the entry point.
The difference between being present and being involved? Access. Having teams at the event capturing content, feeding stories to press, and helping stylists share moments in real-time can turn a single look into a full content cycle.
Audiences are dialed in, the press is watching, and the crossover between fashion, film, sport, and celebrity turns a single event into a multi-layered cultural flashpoint.
These aren’t just high-attention moments, they’re high-leverage ones.
The brands that win here don’t just show up.
They shape the narrative, before, during, and long after the carpet is cleared. For more cultural insights, discover how ‘The Devil Wears Prada 2’ became fashion’s biggest moment.
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Fashion and Sport Brands Global Analysis.
Wimbledon’s evolution into a cultural engine allows brands to move beyond visibility, fostering deeper resonance through tradition, lifestyle, and aspirational storytelling.
In an experience-driven economy, where influence is shaped by shared moments and storytelling, Wimbledon provides a rare opportunity to reach global audiences in a context that extends well beyond sport.
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