What are fashion fans obsessed with this week? Chances are many are furiously refreshing their Instagram feeds, seeking the announcement everyone is expecting: that former (and beloved) Loewe creative director Jonathan Anderson will be the new creative director at Dior. Anticipated soon after: that Proenza Schouler founders Jack McCollough and Lazaro Hernandez will step into the Loewe role. On top of last week’s moves to install Dario Vitale at Versace so Donatella could step back from that position, and Demna jumping into design duties at Gucci, it’s enough to make a style editor create a Pepe Silvia bulletin board teeming with photo collages and criss-crossing red string, similar to how Morgan Freeman tracked a serial killer in Kiss the Girls. (And speaking of girls, here’s hoping some talented women find homes at the top of heritage houses sometime soon; the current makeup is decidedly lacking on that front.)
For further proof of how much these appointments matter, consider the final results from the 2025 awards season in the Red Carpet Power Rankings, which leads this week’s The Hollywood Reporter Style column:
Luxury Brands’ Earned Engagement During the 2025 Awards Season Totaled $3.69 Billion
Beyoncé accepts the Best Country Album Award for Cowboy Carter from Taylor Swift onstage during the 67th GRAMMY Awards at Crypto.com Arena on Feb. 02, 2025 in Los Angeles, California.
JC Olivera/WireImage
Red carpets, and the stars who step onto them, continue to perform better for luxury brands than perhaps any other form of marketing — and make no mistake, for the high-end labels that dress the hottest names in Hollywood, the marketing value is the end game. That’s among the reasons why THR partnered with data firm Launchmetrics in January 2024 to create the Red Carpet Power Rankings, to highlight the quantitative value brands realize from these moments. Now the results are in from the 2025 awards season.
Spanning five broadcasts — September’s Emmy Awards, the Golden Globe Awards, Grammy Awards, Screen Actors Guild Awards, and the Academy Awards — the Media Impact Value (MIV), the number determined by Launchmetrics using its proprietary algorithm, totaled an astounding $3.695 billion. Earning the top spots among fashion brands: Louis Vuitton with an MIV of $42.7 million; Chanel with $41.3 million; Armani with $35.8 million; Dior with $35.1 million; and Prada with $25 million. In watches and jewelry, Tiffany & Co. took first place with $24 million in MIV and was followed by Cartier with $17.1 million, Bulgari with $12.4 million, Lorraine Schwartz with $8.6 million (more on Lorraine in a moment), and Chopard with $6.9 million. In footwear and accessories, Christian Louboutin dominated throughout the season, finishing first with an MIV of $7.1 million, while Jimmy Choo garnered less than half that amount, with $3.3 million, as Gianvito Rossi ($2 million), Aquazurra ($1.8 million), and Alexandre Birman ($1.5 million) rounded out the top five.
But it’s among the stars, and one event, where differences begin to emerge between the 2025 results and 2024’s Power Rankings. Comparisons between 2024 and 2025 broadcasts vary little — the MIV for the Academy Awards for both years, for example, totaled $1.1 billion. The event that makes the difference in the numbers was February’s Grammy Awards, with an earned engagement of $1.3 billion, vs. $976.6 million in 2024. What was the difference between the two events? Let’s call it the Beyoncé Effect. The superstar’s three Grammy wins for Cowboy Carter became the night’s biggest talking point, while on the style side, her custom Schiaparelli gown and Lorraine Schwartz pearl and diamond earrings figured prominently in social media and post-coverage. In the season’s overall fashion rankings, Schiaparelli scored the ninth position with an MIV of $21.2 million, while Schwartz, who didn’t place in the 2024 results, vaulted into fifth place thanks not only to Beyoncé, but also the ruby jewels she designed for Taylor Swift to wear at the same event.
Beyoncé’s winning night at the Grammys also vaulted her into third place among the top women overall in the awards season — impressive in itself, given that the music industry’s biggest night was the only awards show the superstar attended. With $181 million in MIV, Ariana Grande won the season, while Miley Cyrus followed closely behind with $175.2 million. Women rounding out the top 10 list: Selena Gomez at $166.6 million in MIV; Swift at $156.2 million; Cynthia Erivo at $154.7 million; Demi Moore at $144 million; Zoe Saldaña with $122.7 million in MIV; Sabrina Carpenter with $113.5 million; and Chappell Roan, whose MIV totaled $103.3 million.
On the men’s side, Timothée Chalamet outperformed all other male stars, earning an MIV of $152.3 million for the 2025 awards season, wearing brands that included Givenchy, Chrome Hearts, Tom Ford and Cartier. Kendrick Lamar, who like Beyoncé made the 2025 Power Rankings due to his Grammys success, and an assist from his Super Bowl Halftime Show, came in second with an MIV of $105.7 million. Adrien Brody‘s awards run that culminated with a 2025 best actor Oscar placed him with third place with an earned engagement that totaled $94 million for brands that included Giorgio Armani, Thom Browne, Louis Vuitton and jeweler Elsa Jin, whose oversized brooches the actor wore throughout the season. Completing the top 10 list of men: Kieran Culkin at $56.7 million; Colman Domingo at $36.4 million; Bruno Mars at $31.6 million; Jeremy Allen White at $29.5 million; Benson Boone at $26.8 million; and Adam Brody at $25.9 million.
Indeed, this year’s numbers ultimately reveal a twofold lesson: the alignment between brands and celebrities is hotter and more sought-after than ever, and while the Academy Awards is widely considered the season’s most glamorous event, never discount the Grammys in the overall equation. It remains to be seen how May’s Met Gala carpet might perform against the 2025 awards season.
Bad Bunny is the Latest to Strip Down for Calvin Klein Underwear
Calvin Klein unveils new Spring 2025 campaign starring Bad Bunny.
Photographed by Mario Sorrenti
Following in the footsteps of Jeremy Allen White, Justin Bieber, Michael B. Jordan and the OG of the Calvin Klein Underwear campaign, Mark Wahlberg, Bad Bunny has sauntered into the spotlight in his skivvies for the brand’s Spring 2025 images.
The just-released campaign was photographed by legendary lensman Mario Sorrenti, whose work for Calvin Klein extends back to shooting Kate Moss for the label’s Obsession campaign in 1993. Wearing the latest version of the brand’s Icon Cotton Stretch underwear, the Puerto Rico-born singer, songwriter and rapper appears in a series of black-and-white and color images, exuding a confidence that is “on display from every angle,” according to the subtly cheeky statement released by Calvin Klein.
“This has been in the works for some time now, seeing it finally come to life has been gratifying,” Bad Bunny said in a statement. “I’m excited and grateful for the opportunity to be part of this brand’s iconic campaign, and getting to shoot it in Puerto Rico made it that much more special and genuine.”
Billboards showcasing the sculpted and tattooed Bunny in his Calvins are making their debut around the globe, with one prime location, on Houston Street in New York’s SoHo neighborhood, launching on March 18.
Mary Quant’s Personal Archive Hits the Auction Block
Chelsea fashion designer and make-up manufacturer Mary Quant.
Arthur Steel/Keystone/Hulton Archive/Getty Images
Lovers of vintage fashion should add a note in their iCals for March 25, when a collection from Mary Quant’s personal archive arrives on the auction block in London. Rising to style stardom during London’s Mod movement of the 1960s, Quant is celebrated for popularizing the miniskirt and making PVC a sought-after coat fabrication among fashion-forward women. That latter group included Audrey Hepburn, who wore two Quant looks in 1967’s Two for the Road, and Charlotte Rampling, dressed by the designer in 1966’s Georgy Girl.
London-based Kerry Taylor Auctions is selling 35 lots from the personal archives of Dame Barbara Mary Quant, who died in April 2023, as part of its “Vintage Fashion, Antique Costume & Textiles” event on Tuesday, March 25. In addition to pieces from her eponymous collection, the sale features looks from other designers Quant favored, including Yves Saint Laurent, Vivienne Westwood, Azzedine Alaïa and Chanel by Karl Lagerfeld. Unlike the sky-high estimates often seen in vintage auctions, many pieces among the Quant lots start at 200 pounds, or roughly $260 in current exchange rates. That includes this circa-1970 red, orange and blue velour maxi dress designed by Quant and from her personal collection, a design that would look at home on current red carpets.
Lot 554, a Mary Quant maxi dress from the designer’s personal archive
Courtesy of Kerry Taylor Auctions
Adrien Brody Rolls Out a Luggage Campaign with Monos
Adrien Brody Stars in Monos’ Aluminum Collection Campaign
Alexis Gomez
He just earned an Oscar for The Brutalist, and now Adrien Brody will never be lacking for luggage when he wants to take this trophy, or the one he earned in 2003 for The Pianist, on the road. Fresh on the heels of the Academy Awards, luggage brand Monos has announced Brody as the star of its latest ad campaign, which also puts the spotlight on its first-ever Aluminum Collection.
Brody trekked to Tangier in northwest Morocco to appear in the campaign, which broke on March 17 and was lensed by filmmaker and photographer Alexis Gomez. The images exude a vibe of Brody as a sophisticated globetrotter, an idea in keeping with the actor’s personality, he said. “Growing up in New York — a city full of diversity and unexpected encounters — ignited a thirst for adventure,” Brody noted in a statement released by Monos. “I often find myself on location in different places while working on films, which is exciting; I love to explore, to travel, to get lost and find my way. Traveling reminds me that borders are irrelevant, no matter how different cultures or people may seem, we’re all just people living our unique stories.”
The Monos Aluminum Collection comes in four sizes and three colors and is priced from $665 to $775 per piece at monos.com.
