Why The Met Gala Is Fashion’s Super Bowl
In this guest post, Leah Franco (pictured below), strategy manager at Initiative, casts her adland eye over the compelling sight that is the annual Met Gala and argues there’s lots of lessons for marketers and advertisers in there too…
You may be tempted to overlook the cultural power of the Met Gala. From the outside, it seems like celebrities in funny looking outfits, smugly showcasing how wealthy and famous they are. But the Met Gala is more than just a celebration of fashion… it is a window into culture and history. To paraphrase the iconic Devil Wear’s Prada film, fashion is one of the most powerful forms of art… because we live our life in the clothes that we wear.
Leah Franco
Given fashion culture is something that reaches us all, The Met Gala and all the content around it, is worth the attention of marketers as it can tell us a lot about the state of culture today.
Much like conversations on sport, having a good grasp of the code, unwritten rules and history can make it easier (and even more enjoyable!) to navigate the conversations around it. While I’m reluctant to compare something as historic and high stakes as the Met Gala to sport, I respect we all have different passion points, so here are three key things you need to know about the Met Gala so you can join the culture critique:
The Sport of the Theme
In the same way your favourite team have cultural markers and distinctive brand assets that signify it (think mascots, colours, star players, historic moments) so do certain designers and eras of fashion. Each year, The Costume Institute has an exhibition that showcases the certain cultural markers of fashion – and the Met Gala sets a theme for the opening event to celebrate it on a global stage. Each attendee is strongly encouraged to be the ultimate fan and pay homage to the cultural markers that signify it. Sure, you can rock up in a pretty dress or a well-tailored suit but where is the fun in that? It would be like turning up the finals in a team’s colours who didn’t make the play off (read: cringe). The theme is also a spectating sport for those at home. It is not just about who is wearing who, but who was wearing who and what and why and how? Who wove in interesting references? Who understands the history? Winning the night is not just about having a beautiful gown; it is a strategic play that requires you to understand the history and put an interesting take on it to make history.
One Giant Advertisement
The Super Bowl has become famous for its ads. Brands spend millions to showcase their big, brave 30” creatives to millions of eyeballs. The Met Gala is not much different. Designers invite A-list celebrities (who must be approved by Anna Wintour) to wear their most luxurious and fashion-forward couture. While the Met Gala is technically a charity function, the alleged $50,000 cost for a ticket is more payment for an ad-spot than it is donation. Not only do these luxury designers get the halo of their designed showcased at an exclusive event on the most exclusive of celebrities, they also get serious eyeballs.
In 2021, it was reported that the Met Gala clocked more than 200 million cross-platform views on Vogue alone. This is not counting the Instagram posts, TikToks and endless articles capturing and dissecting every look at the Met Gala. I’m sure Karen Nelson Field would agree that is pretty good attention marketing.
Inside the commentator’s box
They say everyone is a critic and no event does this ring truer than the Met Gala – the #metgala2023 already has 3.2B views on TikTok (and counting)! Before you discount the content as snarky “best dressed and worst dressed”, it is important to note that most posts read like what you would hear in a commentator’s box, including real time analysis of events that pulls on historical knowledge, stats, and analysis of gameplay (In Met Gala world, gameplay refers to adherence to theme). It’s in this commentary that you glean great cultural insights. For example, in the same way you may take interest (read: gossip) about who has been traded between teams after the season or who has been dropped to the bench, the Met Gala has equivalent. The formidable Anna Wintour controls the night, from the guest list to (allegedly) what everyone wears. While this may sound like gossip, it can tell you a lot about who is deemed most powerful in culture, from star players like Rihanna to up-and-coming cultural movers such as Ice Spice (first Met 2023) and democratic politician AOC (first Met 2021). Through the critique of what person or era was chosen as this year’s theme, we unlock powerful insights into our culture today, as spectators navigate the old in the context of the present, reassessing and redefining fashion and cultural norms.
There is a lot to enjoy and a lot to learn from the Met Gala from a cultural perspective, so I hope you have your calendars marked for the first Monday in May in 2024 to spectate one of the most interesting cultural gameplays of the year.
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.