Written by: Account Executive, Faith Spino
The Met Gala in New York City is one of the most celebrated fashion events of the year. From the celebrity red carpet looks to trends from each year’s distinctive theme, the Met Gala is one of the biggest nights in fashion.
The Met Gala was created in 1946 to act as the annual fundraiser for the Metropolitan Museum of Art’s Costume Institute. It has since become synonymous with bold and daring celebrity fashion on the red carpet.
Today, the Met Gala also serves to deliver an important message about publicity and brand identity.
The Met Gala is almost entirely unpublicized, especially compared to other notable red carpets such as the Academy Awards and the Grammy Awards. So what makes the Met Gala so successful?
Vogue Editor-in-Chief and Met Gala Chairperson Anna Wintour must approve every guest and ticket, which start at $30,000. With this in mind, it is no surprise the Met Gala has become one of the most exclusive annual charity events. The Met Gala’s brand is defined by its exclusivity. On top of that the Met Gala’s guest list are all at the crossroads of fashion, art, and culture.
The event may be an incredibly exclusive event for celebrities and the who’s-who of the fashion world, but through social media a once little-known event has exploded in not only popularity but accessibility. Social media has become the connector between the couture and prestige of the Met Gala and the consumer.
Bloggers, celebrities, journalists, and designers live Tweet the Met Gala, post stories on their Snapchat and Instagram accounts under the Met Gala hashtag, and the red carpet is now live-streamed. The Met Gala’s presence on social media has created a distinct brand identity and connection to fashion and trends in culture, in a way that is no longer exclusive to those in attendance. The glamour, fashion, and exclusivity have marketed the Met Gala all on its own.
This year’s Met Gala, hosted by Rihanna, Donatella Versace, and Amal Clooney and themed “Heavenly Bodies: Fashion and the Catholic Imagination,” will be the Costume Institute’s largest exhibit to date, and the glamorous red carpet event will undoubtedly be closely followed on social media by all of us at home.