At least if we’re counting by media monetary impact for wedding dress designers, and isn’t everyone?
The Italians may not have any ruling royals, but celebrity couple Chiara Ferragni and Fedez are next in line for the crown if Instagram has anything to say about it. The fashion blogger/influencer and rapper were married on Sept. 1, 2018 in Noto, Sicily, and the internet nearly broke itself.
#TheFerragnez took all of their combined 22.2 million Instagram followers along for every minute of the three-day event, including a branded plane ride to the island, life-sized mascots of the happy couple, and a private carnival complete with fireworks. On the big day, the bride wore two stunning gowns by Dior (with one quick skirt-change during the reception), while the groom stayed true to his Italian roots in a Prada ensemble.
After all the hubbub died down, reports of impressions and exposure started swimming in. The wedding hashtag garnered more than 67 million interactions online. According to LaunchMetrics, the total media impact value (or MIV, which can be basically translated to the money that would have been spent on advertising to achieve the same amount of exposure) of all the brands involved in the three-day extravaganza came out to a whopping $36 million.
Dior accounted for 15 percent of the total, with Maria Grazia Chiuri’s couture dresses earning the brand a cool $5.2 million in media exposure. Duchess of Sussex Meghan Markle’s designer of choice, Givenchy, only accounted for about 7 percent of the royal wedding’s total MIV, even though the total monetary value was actually higher at $22.6 million, which probably had something to do with the internationally-televised nature of the event (and also possibly the American dream coinciding with the most well-known royal family on the planet). So while Meghan’s stage may have been bigger, Chiara’s dresses stole more of the spotlight.
The other brands involved in the nuptials didn’t fare too badly either. Prada, who also designed the glittering rehearsal dress pictured above, came away with $1.8 million in MIV.
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So many of you asked about my make up for the wedding, so here it is: l’Absolu Rouge 510 Drama Matte on my lips, Monsieur Big waterproof mascara (my favorite) and Teint Idole Ultra Wear Camouflage + bb cream hydrazen for my base, all by @lancomeofficial #lancomemuse #lancome #advertising
Lancôme provided the bride with her marital glow and took home about $700,000 in MIV payment.
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Wishing you a lifetime of happiness together and a love that grows stronger with each passing day. Congratulations @ChiaraFerragni and @Fedez, on the start of something dreamy and a love to last a lifetime. #AlbertaFerretti #TheFerragnez #ChiaraFerragni #Fedez #AFcelebrities
Italian fashion house Alberta Ferretti took care of outfitting the bridesmaids in soft pink gowns, and received $354,000 in MIV for their efforts.
Congrats to Chiara and Fedez on the influencer event of the year! And maybe one cheer for Dior, even if they don’t need it.