The enormous impact the inauguration outfits will have on those fashion brands

Amy de Klerk
·2-min read
Photo credit: Kamala Harris in Christopher John Rogers and Jill Biden in Markarian - Getty Images
Photo credit: Kamala Harris in Christopher John Rogers and Jill Biden in Markarian - Getty Images

From Harper's BAZAAR

Today, everybody on the Internet is breaking down some of the most stylish moments seen at yesterday's US inauguration. From Lady Gaga's Schiaparelli gown (a "love letter" to the US) and Jennifer Lopez's Chanel ensemble to Kamala Harris' purple Christopher John Rogers look and her stepdaughter Ella Emhoff's Miu Miu coat, people across the globe are talking about these sartorial wins. But, how much of an impact do these pop-culture moments actually have on the brands themselves?

According to Launchmetrics, a leading brand-performance site which is used by fashion, luxury and beauty executives to determine marketing value, the media impact value of some of the inauguration outfits was enormous.

The company has calculated the true monetary value of the marketing brands received from online and across social media as a result of the inauguration.

According to the publication, Christopher John Rogers was the biggest winner from the day with the media impact value of his look on Kamala Harris totalling $5.1 million (about £3.7 million). Her Sergio Hudson coat (which she wore later in the evening) saw a media impact value of $4 million ($1.5 million), helped no doubt by the fact that Michelle Obama also chose to wear the Los Angeles-based designer for the ceremony. Meanwhile, Harris' Pyer Moss coat moment from the night before had a value of $3.5 million (£2.6 million) for the NYC label.

Photo credit: Patrick Smith - Getty Images
Photo credit: Patrick Smith - Getty Images

First Lady Jill Biden's inauguration-day outfit will also have a big impact on the brand she chose to wear, Markarian. Launchmetrics determines the media impact value of the look at $3.1 million (£2.3 million), while her Jonathan Cohen purple ensemble from the previous day came in at $1.8 million (£1.3 million).

And, it's not all about the womenswear. The new President of the United States also has some serious marketing potential when it comes to fashion. Launchmetrics determined that Joe Biden's Ralph Lauren outfit had an impact of $3 million (£2.2 million) for the storied American label.

With these figures being calculated less than 24 hours after the event, we can expect them to continue to rise significantly, which is fantastic news for the fashion labels involved, and particularly for those up-and-coming designers who were carefully chosen by the new Vice President and First Lady of the US. Expect to see their popularity rise and rise.

Photo credit: ALEX BRANDON - Getty Images
Photo credit: ALEX BRANDON - Getty Images

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