Grammy Awards ratings may have been down, but social media engagement was definitely on the rise, and that helped propel the Red Carpet Power Rankings to some impressive numbers.
Live viewership for the 2025 Grammy Awards experienced a drop from 2024, drawing 15.4 million people vs. the 17.09 million who caught last year’s broadcast. Given that ratings for awards shows overall have been dwindling in recent years, The Recording Academy decided for 2025 to reach out to influencers to ideally ensure conversation and engagement. That plan worked, as online chatter increased vs. previous years, and data firms reported record numbers in social and earned engagement.
The Red Carpet Power Rankings, a partnership between The Hollywood Reporter and data firm Launchmetrics, indeed saw an uptick in online engagement over 2024. Launchmetrics employs its proprietary Media Impact Value (MIV) algorithm to analyze and rank the brands and stars seen on red carpets, spanning five categories: fashion, watches, jewelry and accessories, as well as the top five women and the top five men at each event. The Launchmetrics MIV algorithm assigns a monetary value to every post, social media interaction and editorial story to determine a brand’s influence and has been recognized industrywide as the solution to modern brand measurement.
Increased social media engagement translated to larger totals in Power Rankings categories. The top-10 fashion brands, for example, earned a total of $65.5 million in MIV for 2025, vs. $55.9 million for 2024. Increased engagement also can be supported by the fact that many Grammy attendees remained the same, a roster of nominees and winners that included Taylor Swift, Miley Cyrus, Beyoncé and Olivia Rodrigo.
Ultimately the night’s Red Carpet winners in both stars and brands offered results that were sometimes expected and in a few cases surprising. Here’s a look at the numbers.
Top 10 Fashion Brands: Jean Paul Gaultier Tops the List
Two of the night’s most-anticipated stars, and biggest winners, turned up in haute-couture gowns from the same design house: Jean Paul Gaultier. Before Chappell Roan captured the Grammy for best new artist, she arrived on the red carpet wearing a vintage gown from Gaultier’s 2003 spring/summer haute-couture collection, a frothy tulle design emblazoned with a screen print of an Edgar Degas ballerinas painting, accessorized with the feather headpiece seen on the original runway and a pair of custom John Fluevog boots. Moments later, Charli XCX turned up in a newer piece from the label — quite new, in fact, as the seafoam-hued corset gown debuted in the house’s haute-couture collection by guest designer Ludovic de Saint Sernin on Jan. 29. Jean Paul Gaultier ultimately earned an MIV of $9 million.
Taylor Swift’s appearance in a lipstick-red beaded and draped minidress by Andreas Kronthaler for Vivienne Westwood is largely responsible for that label’s healthy second-place finish. But the number can’t be solely credited to Swift: Earlier in the evening, an E! red-carpet commentator mistakenly credited Lady Gaga’s gown to the same house, which was not accurate; Gaga’s gothic-inspired laced leather jacket and draped silk-faille ballgown skirt were crafted by Australian-Taiwanese designer Samuel Lewis. Corrections floated out in social media before the broadcast was over, but by then Vivienne Westwood already had enjoyed the benefits of the early conversation. The London-based label earned an MIV of $8.9 million for the night.
Top Watches & Jewelry: Tiffany & Co. Scores With a Major Necklace
If Lady Gaga’s gown couldn’t capture a top MIV, her necklace certainly did. The artist — whose latest album, Mayhem, drops March 7 — extended her warrior-princess vibe with a unique piece from the Tiffany & Co. archives, a statement necklace showcasing a substantial tourmaline that was set in gold and accented with pearls. The piece is accompanied by a terrific backstory, having been designed by Meta Overbeck, a female jewelry designer who worked under Louis Comfort Tiffany in the early part of the 20th century. Dating between 1930 and 1933, the piece came out of the vault for the first time in decades especially for Lady Gaga to wear.
A variety of other stars also wore Tiffany & Co., including Grammys host Trevor Noah in a platinum and diamond brooch and Miley Cyrus, who paired her Saint Laurent cutout gown with yellow-gold jewelry from Tiffany & Co. Elsa Peretti collection, but make no mistake: The majority of interest was rooted in Gaga’s archival necklace, earning the jewelry house an MIV of $4.7 million.
Elsewhere in the watch and jewelry results: Shaboozey, who wore an impressive diamond watch by Jacob & Co., contributed to that jewelry label’s $1.2 million in MIV, while Lorraine Schwartz worked with Swift on ruby jewels that matched her dress, including a custom leg chain designed with a jeweled “T” that was perfectly centered on her thigh. Those details helped the New York-based Schwartz to slightly edge out Jacob & Co. with an MIV of $1.3 million.
Top Accessories: Jaden Smith’s Headpiece, and Paris Hilton Flexes Her Influence
Without question, the night’s surprises occurred primarily in the accessories category. While other shoe brands offered their luxe heels to multiple stars for the Grammys, Gianvito Rossi worked with primarily one woman: Paris Hilton. The difference speaks not only to Hilton’s enduring appeal, but also to her savvy as an influencer. The reality star, who garnered headlines last month when her Malibu home was destroyed as part of the L.A. wildfires, persevered and appeared on the Grammys red carpet in a Chrome Hearts gown paired with the shimmering Raina pump by Milan-based Gianvito Rossi. Most importantly, Hilton engaged with her 26.8 million followers and tagged Rossi alongside the other designers she was wearing. The result: a first-place finish with $1.4 million in MIV.
Jaden Smith attracted largely negative comments for his castle-like headpiece by designer Dora Abodi, who splits her time between Budapest and Milan. Dubbed “Vampire Castle,” the black art piece indeed included turrets and drew both skepticism and scorn from viewers, but Smith, who paired the piece with a Louis Vuitton suit, was undeterred. “The Avant-garde Cannot And Will Not Die As Long As I’m Alive,” Smith posted on Instagram on Feb. 5. Attracting chatter, negative or positive, also accomplished one goal: attention for Abodi, which earned a fifth-place finish among accessories and an MIV of $591,000.
Top-5 Women: Taylor Swift’s Winning Style
Perhaps the least surprising of all the Red Carpet Power Rankings at the Grammys, Swift took the top spot with an MIV of $7.2 million for her Vivienne Westwood dress. Indeed, all of the women seen here would be expected inclusions, both due their popularity and the night’s social-media conversations over what each was wearing. In addition to Swift’s look and the pair of Gaultier designs worn by Roan and Charli XCX, Sabrina Carpenter garnered attention for her pale blue gown by JW Anderson — and her early appearance on the carpet, with plenty of time for viewers to see and discuss, likely contributed to her third-place ranking and MIV of $5.1 million.
Doechii, meanwhile, wore multiple Thom Browne looks throughout the evening, ending in a custom jockstrap brief and matching demi-cup bra for her performance of “Catfish” and “Denial is a River.” With her backup dancers also wearing looks by Browne, is it any wonder the teaming of the designer and the winner of best rap album earned the number-four spot, with an MIV of $4.8 million.
Top-5 Men: Bruno Mars Was Sleek in Saint Laurent
Before getting into the looks, take a moment to appreciate that the women continue to outpace the men in MIV values throughout the awards season — and that was decidedly true about women vs. men at the 2025 Grammy Awards, with women earning MIVs that bested the men’s numbers by more than 300 percent.
Perhaps another reason is that, with the exception of a few suits, men’s looks at the Grammys largely were underwhelming, and that may have also been the result of wanting to look more toned-down out of respect for victims of the wildfires. Exceptions indeed were seen among stars at the Grammys, including John Legend, who looked crisp in a chocolate-hued suit by Louis Vuitton, and Bruno Mars, who excelled in a silk double-breasted suit by Saint Laurent, paired with diamonds by Tiffany & Co. Fold his two values together, and Mars’ $3 million in MIV approached the first-place finish of Smith, whose Louis Vuitton placement earned him an MIV of $3.5 million.
Next up for the Red Carpet Power Rankings: the Screen Actors Guild Awards, set for Sunday, Feb. 23, at the Shrine Auditorium in Los Angeles.
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English (US) ·