Dressing celebrities for the Met Gala is a high-stakes affair. Brands work for months and invest millions of dollars to design elaborate looks, which this year were linked to the exhibitionâs theme, âSuperfine: Tailoring Black Style,â and the dress code, âTailored for You.â As social media has boosted the visibility of the gala, brands must focus on surprising and delighting an ever-growing audience of fashion fans that evaluates these looks â in real-time â for their aesthetic merits as much as for their cultural commentary. As the dust settles on this yearâs Met Gala, we used BoF INSIGHTS PULSE to analyse which brands dominated the social conversation.
BoF INSIGHTS PULSE is a new AI-powered social intelligence tool, powered by Quilt.AI, that deciphers user-generated content on social media. Unlike traditional tools that measure engagement on brand or celebrity posts, BoF INSIGHTS PULSE focuses on content created by consumers themselves â capturing authentic conversation and sentiment. We analysed almost 10,000 Instagram and TikTok posts about the Met Gala to understand not only which brands captured the highest share of voice â but also how they did it.
What brands and celebrities dominated social media related to the Met Gala?
1. Louis Vuitton
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SHARE OF VOICE: 18.5%
WHAT SOCIAL MEDIA SAID:
- Across TikTok and Instagram, Louis Vuitton dominated the Met Gala 2025 conversation, not just because it was an official sponsor, but also because of the sheer breadth of its interpretations of the theme: Doechiiâs chequered LV shorts suit, Lisa from Blackpinkâs sheer bodysuit and monogram tights, and Zendayaâs all-white LV zoot suit all drove meaningful conversation in which fashion fans noted the creative range of the brand.
- Zendayaâs outfit in particular was widely praised, with customers conversing about the power and sophistication of the look, noting the blurring of traditional gender lines in menswear as well as appreciating the homage to Bianca Jagger.
- Not all of the conversation was positive, however: Louis Vuitton had to issue clarifications across multiple platforms to refute accusations of cultural insensitivity from posters who mistook the stylised portraits on Lisa from Blackpinkâs outfit to be civil rights activist Rosa Parks.
WHY IT MATTERS:
- The investment to be an official sponsor of a flagship event like the Met Gala can certainly pay off â but only if the brand has the creative range to support it.
- There is a fine line between artistic expression and cultural insensitivity, and brands must be careful to actively monitor social conversation and step in before unintended characterisations run awry.
2. Valentino
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SHARE OF VOICE: 13.4%
WHAT SOCIAL MEDIA SAID:
- Audiences gravitated towards Valentinoâs blend of vintage and contemporary elements. Freen Sarochaâs custom looks exemplified this aesthetic. On TikTok, for example, videos showcasing her cream jacket with black fur trim and tiered skirts sparked discussions about âretro-futurismâ and âdark romanticism,â resonating with audiences who appreciated the nod to classic elegance while also embracing contemporary design elements.
- Colman Domingoâs Valentino cape, described as a tribute to André Leon Talley, also fuelled discourse about legacy and representation in high fashion.
- Conversely, Amelia Grayâs outfit, which included a headpiece that resembled a durag, sparked more critical conversation about cultural appropriation.
WHY IT MATTERS:
- The Met Gala debut of Freen Sarocha was a resounding success for Valentino, underscoring a fashion brandâs ability to amplify rising global talent. On TikTok, for example, fan-made compilations celebrating her arrival and various outfits went viral.
- Audiences keenly parsed design influence and noted how Alessandro Micheleâs signature aesthetic was clearly communicated even in the wider context of this yearâs Met Gala theme.
3. Chanel
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SHARE OF VOICE: 11.8%
WHAT SOCIAL MEDIA SAID:
- Audiences highlighted Chanelâs ability to bridge eras and aesthetics. Jennie from Blackpinkâs appearance in custom Chanel, inspired by a 1987 look from the archive, sparked widespread discussion about the brandâs enduring appeal.
- Similarly, Dua Lipaâs 1920s-inspired Chanel look and Lupita Nyongâoâs powder blue pantsuit with a dramatic cape were cited as examples of how Chanel successfully navigated the tension between honoring heritage and achieving originality in a world saturated with archival revivals.
WHY IT MATTERS:
- Few brands have the timeless appeal of Chanel. The brandâs Met Gala looks show how adept it is at reinforcing its heritage in a way that still feels timely and culturally relevant.
4. Marc Jacobs
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SHARE OF VOICE: 5.9%
WHAT SOCIAL MEDIA SAID:
- Rihannaâs pregnancy reveal while wearing Marc Jacobs dominated the discourse. Across TikTok and Instagram, the audience saw this look as a powerful statement on maternity and high fashion. The custom-designed pinstripe suit, complete with a corset, cropped jacket, wide-brimmed hat and polka-dot bow tie, was lauded for its boldness and sophistication, challenging traditional maternity wear.
- Doja Catâs Marc Jacobs look, featuring a structured pinstripe blazer, a form-fitting leopard print bodysuit and a voluminous afro, sparked discussion about modern interpretations of âBlack Dandyism.â On TikTok, the look was celebrated for its boldness and edginess. Many lauded the unexpected combination of classic tailoring and animal print.
WHY IT MATTERS:
- Both Rihanna and Doja Catâs looks positioned Marc Jacobs at the centre of conversations about identity, gender and race. These placements reinforced the brandâs image as bold, subversive and culturally savvy.
5. Thom Browne
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SHARE OF VOICE: 5.1%
WHAT SOCIAL MEDIA SAID:
- Audiences were captivated by Thom Browneâs deconstructed approach to classic tailoring at the Met Gala 2025. Across various looks, Browne reimagined traditional menswear elements like pinstripes, suits and ties, often incorporating unexpected pairings and exaggerated silhouettes.
- Janelle Monáeâs oversized, cartoonish pinstripe suit with graphic white detailing, paired with a top hat and monocle, was seen as a standout for its playful subversion of formal wear.
- Similarly, Demi Mooreâs tie-shaped gown, constructed from over 1.4 million beads, was praised for its intricate craftsmanship and bold reinterpretation of a classic menswear item.
WHY IT MATTERS:
- As a brand rooted in tailoring, it is no surprise that Thom Browne captured such a high share of voice for this yearâs Met Gala. This performance speaks to the power of having clearly defined brand codes while also being able to creatively subvert them to drive conversation and engagement.
Other findings:
By focusing on unprompted customer conversation, BoF INSIGHTS PULSE can reveal an important dichotomy between what industry and media experts focused on and what customers reacted to.
For example, South Asian celebrities like Shah Rukh Khan and Diljit Dosanjh both captured a significant share of voice (2.8% and 2.3% respectively) as audiences in South Asia and as part of the global South Asian diaspora applauded their appearances on the global fashion stage. Nonetheless, many media platforms, including Vogue, were criticised for not giving either celebrity much attention or recognition on the red carpet.
Ultimately, these insights underscore the power of a tool like BoF INSIGHTS PULSE: revealing what drives the culture âbottoms-upâ based on the content and topics that audiences engage with on their own terms.
How can fashion brands use BoF INSIGHTS PULSE?
1. Sharpen Brand Messaging and Audience Targeting
The tool maps user-generated content on social media around brands, their competitors and cultural moments. It segments audiences based on real behaviour, providing deep insights to help brands refine messaging and boost engagement.
2. Track Brand Perception and Trending Themes
Trained specifically for the fashion industry, the tool captures nuanced customer conversations about brands even if the brand is not tagged or mentioned. By analysing video, audio, images and text, no brand cue is missed. AI-driven categorisation structures conversations into clear themes, helping brands track customer perception and trending topics.
3. Identify Strategic Partnerships and Evaluate Brand Ambassadors
By uncovering key conversations and brand connections, the tool identifies valuable partnership and ambassador opportunities. It helps brands collaborate with the right voices to maximise impact.