The Tamesis
This awards season is a big one for the fashion world, with marketing marking the first wave of headline-grabbing red carpet moments since September’s creative overhaul. From the Grammys to the Oscars, recently appointed creative directors have showcased their design talents through both runway-straight and custom looks, giving recently appointed brand ambassadors and up-and-comers the new stars they’re eager to align themselves with as they establish the brand’s evolving aesthetic.
Luxury consultant Robert Burke said these red carpet appearances give designers a chance to show off their new direction and make a statement to the world, not just the fashion world and show attendees. fashion business before the Oscars. The most important audience here is not just those listening to the ceremony; it is also those watching the ceremony. Ratings for this year’s Oscars fell 9% to 17.9 million viewers. As film and fashion fans dissect stars’ looks, social media response is even more important for brands, where they are named, tagged and profiled, generating millions of dollars worth of engagement.
According to WeArisma, the Golden Globes have the largest reach this season (4 billion), followed by the Oscars (2.2 billion) and the Grammys (2.1 billion). However, the number of users reached does not necessarily correlate with the earned media value (EMV) a red carpet generates for a brand. According to WeArisma, the top three awards shows have reversed course in 2026: the Grammys generated the highest EMV at $915.7 million, followed by the Oscars ($741.6 million) and then the Golden Globes ($636.2 million). (EMV measures the impact generated by media, influencers and celebrities and requires talent or brands to publish or tag.)
Chanel has been at the top throughout the 2026 awards season, according to Launchmetrics, which calculates the Media Impact Value (MIV) of five of the season’s biggest awards shows: the Grammys, the Actors Awards, the Critics’ Choice Awards, the Golden Globes and, of course, the Oscars. Throughout the awards season, Chanel’s total MIV revenue was $47.3 million, of which new creative director Matthieu Blazy’s looks for Teyana Taylor, Jessie Buckley and Nicole Kidman earned $28.5 million at the Oscars alone. At the Golden Globes, Chanel earned $12 million through MIV, $7.1 million of which came from Selena Gomez’s custom dress. Rose Byrne, Ayo Edebiri and Maya Rudolph have also worn the brand. Chanel then earned $6.8 million in MIV at the Grammy Awards, $4.7 million of which was driven by Best New Artist winner Olivia Dean. (Launchmetrics calculates MIV by assigning a monetary value to engagement with social content and taking into account followers, comments, likes, and shares.)
