Alia Bhatt becomes the ‘most visible attendee’ at Met Gala, leaving behind Kendall, Kim. What does that mean?

Alia Bhatt’s presence at the 2024 Met Gala wasn’t just a red carpet-moment – it was a social media phenomenon. The Bollywood star emerged as the event’s ‘most visible attendee,’ according to reports, with her custom Sabyasachi sari propelling both her own and the designer’s brand to the forefront.

This wasn’t just about celebrity; it was about cultural impact. Alia’s second Met Gala appearance set social media ablaze. Photos of her exquisite sari, a masterpiece crafted by 163 artisans, dominated feeds, generating a staggering $4.2 million in Earned Media Value (EMV).

This social media dominance also pushed Sabyasachi to the top of the list. The intricate hand embroidery of the sari, featuring silk floss, beads, and sparkling semi-precious stones, resonated with audiences globally, generating an EMV of $471K. This surpassed major international fashion houses like Burberry and Oscar de la Renta, showcasing the power of Indian design on a global stage. Let’s break down what that means.

 

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A post shared by Alia Bhatt 💛 (@aliaabhatt) 

EMV is a metric used in influencer marketing to measure the organic value generated by someone (or something) on social media, specifically through unpaid interactions.

Here’s a breakdown of how EMV works:

1. Imagine a celebrity posts a picture on social media wearing a particular brand’s clothing. Fans love the look and start sharing the picture, commenting on it, and maybe even tagging the brand.
2. All this buzz creates a lot of organic exposure for the brand, without them having to pay for advertising.
3. EMV tries to put a dollar value on this exposure. It takes into account things like:
   • How many people saw the post (reach)
   • How many people liked, commented, and shared it (engagement)
   • The typical cost of advertising to that many people (cost per impression)

By calculating EMV, brands can understand the impact that influencers (or celebrities in this case) are having on their social media presence.

In Alia Bhatt’s case, her stunning Sabyasachi sari generated a lot of excitement online. People were sharing pictures, commenting on the intricate details, and talking about the cultural significance of her outfit. This social media buzz translated to a high EMV for both Alia and Sabyasachi, highlighting the value they brought without any paid advertising.

 

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A post shared by Sabyasachi (@sabyasachiofficial) 

Alia’s impact extended beyond the Met Gala. Data suggests her earlier appearance at Milan Fashion Week, as a global brand ambassador for Gucci, garnered a cool $3.8 million in EMV. This consistent ability to generate social media buzz solidifies her position as a global fashion icon.

Sabyasachi, the mastermind behind the sari, became the first Indian designer to walk the Met Gala carpet, a testament to the growing influence of Indian fashion on the world stage. The combination of Alia’s star power and Sabyasachi’s artistry created a moment that transcended fashion, igniting a cultural conversation and captivating audiences worldwide.

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