You won't believe Dior's media impact value from Chiara Ferrgani's wedding
At which the bride wore two custom Dior gowns
You would have to have been living under a rock with no cell service this past weekend to not see any pictures from Chiara Ferragni's wedding to musician Fedez in Italy. Instagram was ablaze with images and videos of the extravagant affair and it turns out that Chiara is the real deal when it comes to influencers.
For the occasion, Chiara wore not one, but two, custom Dior gowns. Her wedding gown, which was made from lace and featured a high-neck jumpsuit layered with a tulle skirt (made using over 1,300 feet of tulle, no less) took 1,600 hours to make in the atelier. Her reception gown was a personalised version of the tarot gowns that first made their debut on Dior's S/S '17 runway, featuring Fedez's lyrics, as well as a motif of a lion to represent the pair's son and icons from each of the cities in which they have lived together including Paris and Los Angeles.
Fashionista reports that marketing and analytics platform Launchmetrics has determined that Chiara earned Dior USD$5.2 million worth of media impact value thanks to the extensive social media coverage the wedding received — particularly via the official hashtag, #TheFerragnez "which garnered an approximated 67 milion engagements." Furthermore, "Dior itself saw engagement of 5.6 million globally, with Ferragni's series of posts about her gowns alone representing USD$1.6 million in media impact value."
Dior made up 15 per cent of the total media impact value of the hashtag, which also included brands like Prada, Alberta Ferretti and Lancôme who were responsible for her rehearsal dinner outfit, bridesmaids' dresses and beauty looks respectively. The most staggering part? "When the Duchess of Sussex Meghan Markle married Prince Harry in a custom Givenchy gown by Clare Waight Keller, buzz around the French house only accounted for seven per cent of the royal wedding's total media impact value," writes Fashionista, meaning that Chiara pulled in more than an actual royal. We'll just let that sink in...
Speaking of Meghan's wedding dress, find out where you can see it up close and personal this year.