Wrapping Kim Kardashian in couture was a winning move for Balenciaga.
The reality TV star tagged the best value Instagram post during the recent Paris Couture Week: it showed her leaving the Hotel de la Marine in Paris wearing a couture dress shimmering Balenciaga and a black face shield that prompted comparisons to the xenomorphs of the 1979 sci-fi horror film “Alien.”
According to early Launchmetrics data released on Wednesday, the post on Kardashian’s personal account generated $935,000 in media impact value, a monetary value calculated from each post, interaction or article about a brand.
Kardashian’s winning post has garnered nearly 2.5 million likes and 10,000 comments so far. Instagram viewers can click to watch a clip of her on the runway in a different dress and without the face covering, blonde tendrils framing her face.
“What an honor to walk in a couture show!” Kardashian wrote, thanking Balenciaga and its creative director Demna “for this amazing experience!”
Balenciaga also topped the brand rankings for the week, with Chanel, Dior, Jean Paul Gaultier and Schiaparelli rounding out the top five. Jean Paul Gaultier benefited from the attention brought by Olivier Rousteing, his guest designer for the fall 2022 couture season, while Schiaparelli benefited from additional attention for his retrospective exhibition at the Musée des Arts Décoratifs which bowed alongside his parade.
When brands are ranked by their own channels, Chanel jumps to first place, followed by Balenciaga and Dior, Fendi and Zuhair Murad.
Kardashian also came in at number one on the Launchmetrics Celebrity & Influencer Rankings during Paris Couture Week, which ran from July 4-7, generating around $2 million in MIV.
Chiara Ferragni came in second with $1.5 million MIV and the Heart Evangelista actress with $1.4 million. The top 10 is completed by Kris Jenner, Leonie Hanne, Dua Lipa, Bella Hadid, Jojo Maronttinni, Yara Alnamlah and Maja Malnar. Lipa and Hadid, like Kardashian, also took part in the Balenciaga couture show, while Jenner watched from the front row.
Meanwhile, data from Men’s Fashion Weeks in Milan and Paris, which ran from June 17-26, suggests the IRL shows were a boon for attendees. MIV nearly doubled to $140 million from $74 million for shows last January.
Launchmetrics noted that Milan attracted a large Korean and Thai audience while Paris attracted a lot of attention from Japan, thanks in large part to VIPs from the Asia-Pacific region.
Prada, for example, generated $26 million in MIV thanks to the presence of Thai actor, singer and model Win Metawin and K-pop stars NCT. Fendi came second and Versace third in the Italian capital.
Luxury giant LVMH swept the three most viewed brands in Paris, with Louis Vuitton in first place, Dior in second and Givenchy in third. The latter brand created buzz because it was the first standalone men’s show for its creative director Matthew Williams, who set up a pool of milky liquid for the models to splash around in.
Vuitton attracted attention by welcoming Japanese singer Nissy to the audience, while Dior benefited from the presence of Korean rapper Oh Se-Hun and Japanese actor Ryusei Yokohama.