Met Gala Style Secrets: Who Actually Pays for Those Lavish Outfits?

We certainly know the Met Gala. A highlight of this exceptionally luxurious fashion night event was the attendance of a row of world stars. We even know them as exquisite and glamorous artists in their personal lives.

The Met Gala is a unique, exaggerated, and star-studded event for fashion fans. While you may admire and judge the red carpet look equally, some wild details may have gone unnoticed.

The Met Gala is actually intended as an annual fundraiser for the Metropolitan Museum of Art’s Costume Institute in Manhattan, which has been led by Vogue editor-in-chief Anna Wintour since 1995.

Those who are well-known and friendly enough with Wintour to be invited are part of the fancy dining table, with individual tickets this year costing around $50,000 (AUD $74,963) and whole tables starting at $300,000 (AUD $449,781), according to The New York Times.

Notably, celebrity guests generally don’t pay for their tickets, with entrance fees and costumes financed by the big fashion houses that dress them up and invite them. All money from the Met Gala tickets is then donated to the Costume Institute, the museum’s self-funded department.

The theme of the 2024 Met Gala is Sleeping Princess: The Rise of Fashion, and the official dress code is Garden of Time.

This grand, luxurious, and dazzling fashion event has become a topic of conversation for those who love or are involved in the fashion world. Some are even curious about where such lavish outfits come from, how they design the sparkling outfits under the sprinkle of night stars, and who actually funds these garments?

Brands Sponsor and Gain the Benefits

Brands and designers spent a lot of money on the fundraiser, not only as a form of goodwill for the Costume Institute, but also to benefit from the show’s star power and charitable image.

“It’s a huge form of promotion for these brands in a non-commercial way. Unlike the Oscars, which are televised commercial events, the Met Gala officially aims to raise money for the Met,” said Michael Stone, chairman and co-founder of Beanstalk, a global brand licensing agency, and Forbes contributor.

“The commercialism of the event, the promotion of brands, is shrouded in good intentions. However, these brands are getting so much attention because of the celebrities,” he continued.

Met Gala turned out to be very secretive. The show was televised for the first time by E!, but the cameras didn’t have time to cover more than the opening red carpet segment, which lasted two hours.

Despite these restrictions, brands still decide the expensive admission prices are worth it. “Exclusivity makes the night more festive. There’s an element of voyeurism, looking at who’s in and who’s not,” Stone said. “Even in just a few hours, those designers, celebrities, and brands are in the spotlight.”

Non-fashion brands also take advantage of this very popular fashion event. Among them is American Express, which provides themed photo booths for guests to capture the moment and share it on social media platforms. This activation improves the overall guest experience and expands the event’s reach to a broader audience online.

Uber partnered with the Met Gala to provide transportation services for participants. This collaboration highlights Uber’s commitment to luxury and convenience. Apple, HP, and Samsung sponsored the Met Gala to showcase their products, specifically for the Apple Watch, which collaborated with modern fashion. Moët & Chandon and Perrier-Jouët provide champagne to guests, adding to the luxury.

Lancôme sponsors the Met Gala by offering beauty services and products to guests. Tiffany & Co. sponsors the Met Gala to provide jewelry for guests and create unique jewelry for celebrities. At the Gala, Tiffany & Co. cemented its status as a leading luxury jewelry brand synonymous with luxury and elegance.

In the era of digital media, the Met Gala has evolved into a global spectacle that transcends physical boundaries. The social media platform serves as a virtual red carpet, allowing fans to engage with the event in person and share their excitement with millions of followers.

Brands can capitalize on this digital craze by creating immersive experiences and engaging interactive content for online audiences. From live broadcasts to behind-the-scenes footage, social media offers consumers unprecedented access for brands, allowing them to capitalize on the momentum of the Gala and drive brand awareness on a global scale.

This event is not only held to raise funds for the museum. The event makes money for the brand through its large media footprint.

According to data from Launchmetrics, a software and data insights company focused on fashion, beauty, and luxury, the 2023 Met Gala generated a huge Media Impact Value (MIV) revenue of $995 million, which shows a vast media influence.

Social media plays an important role, with Instagram leading the way, followed by Facebook and online media sources. Brands capitalized on this visibility, with Chanel emerging as the best, generating MIV® revenue of $111 million. From Chanel’s vintage look to Fendi’s presence on the red carpet, the Gala provided a platform for brands to showcase their creativity and prestige.