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The Met Gala is one of fashion’s biggest nights, and brands are capitalising on the heightened attention beyond the event itself.
Last week, Stella McCartney promoted a ‘Met Gala 2024’ occasionwear edit, for consumers who were “celebrating Met Monday or heading to a wedding”. Luar invited shoppers to “Get your Met afterparty bag”. Resale site The Luxury Closet invited shoppers to browse “Met Gala-inspired looks”.
It’s a smart move, at a time when it’s increasingly tough — and expensive — to cut through the noise, says Erin Allweiss, co-founder of PR agency No. 29.
“When it comes to the Met Gala, we know it’s not just about the event itself, but about the marketing, social amplification, celebrity and concentrated attention on this single red carpet,” Allweiss says. “While brands get attention for their looks, they can’t be purchased, so it makes sense that many are now trying to capitalise on the attention being paid to this event.”
Consumers can’t buy a ticket to the Met — but they can buy a product they perceive to be (even loosely) associated with it.
This was the logic behind Luar’s email blast last Thursday. Designer Raul Lopez attended the Gala last year with model Paloma Elsesser (who he dressed), but this is the brand’s first time advertising pieces connected to the Met Gala. “We’re hoping that new community members who discover Luar through the visibility brought by the Met Gala feel like they can take a piece of the glamour home via our product,” Lopez says.
Lopez chose to advertise Luar’s small silver Ana bag following the positive response to silver bags over the last two quarters, he says, putting this down to the prevalence of evening events. It’s also the style and colour Beyoncé carried at February’s Luar show in New York. “The colour and texture feels most appropriate for an event like the Met Gala,” he adds.
Beauty is getting in on the action too. Laura Mercier sent out a “Gala Inspirée” blast with a “gala-worthy” makeup edit. New York-based hair, makeup and nail service Glamsquad featured the Met Gala in its May Gala Guide, which offers up booking opportunities timed to this month’s city galas. “Grace the most iconic steps in NYC with beautiful, blossoming glam,” the email read.
The goal is to reach beyond those on the Met carpet, says CMO Simona Gaudio. “We get an uptick of bookings for people attending the after parties. People in NYC get excited around the Met Gala, so our marketing messaging is tapping into the energy of this cultural moment with the goal of driving brand relevance and bookings.”
It’s high time brands capitalised in this way, Allweiss says. Unlike other red carpet events such as the Oscars and the Grammys, the focus of the Met Gala is solely on fashion. “It seems that brands are just catching up to this idea that there is a massive audience, they’re watching what’s being worn, and they’re going to try to convert that moment and look into a sales opportunity.”
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