Natti Natasha generates most social media buzz at NYFW; Salma Hayek owns Oscars
According to brand performance cloud Launchmetrics, Dominican singer-songwriter Natti Natasha achieved the highest media impact value (MIV) of any celebrity or influencer at this February’s New York Fashion for Week Fall/Winter 2020-21, while over in Hollywood, it was Mexican-American actress Salma Hayek who topped the charts at this year’s Oscars ceremony.
Natti Natasha, the singer behind hits including “La Mejor Versión de Mí”, “Independiente” and “Oh Daddy,” generated a total MIV of $5.7 million with her posts about New York Fashion Week.
The performer, whose real name is Natalia Alexandra Gutiérrez Batista, took to the runway for The Blonds and also attended the Carolina Herrera, Michael Kors, and Alice and Olivia shows during her time in the Big Apple, posting photos from each event.
The top influencer – as opposed to celebrity – at NYFW was Brazil’s Camila Coelho, who achieved an MIV of $1.3 million with her posts about the Oscar de la Renta, Jonathan Simkhai and Marc Jacobs shows that she attended.
Perhaps unsurprisingly, four of the top five brands in terms of NYFW MIV were mentioned by either Batista or Coelho. Marc Jacobs took the top spot, followed by Tom Ford and Michael Kors, with Oscar de la Renta and Carolina Herrera taking fourth and fifth place, respectively.
The most valuable single post from the fashion week, however, was an Instagram photo from Ashley Benson. The American actress, perhaps best known for role as Hanna Marin in Pretty Little Liars, managed an MIV of $899,000 with her post about the Longchamp show.
Overall, New York Fashion Week generated a total MIV of $154.4 million from February 5 through 13. Over on the other side of the country, however, the 92nd Academy Awards ceremony, which took place on February 9, was also creating quite a buzz of its own, generating a whopping total MIV of $691.6 million.
At the Oscars 2020 Salma Hayek generated the highest celebrity MIV of $3.8 million, attending the ceremony in a white Gucci gown, while Chiara Ferragni, who wore a custom Philosophy di Lorenzo Serafini dress to Vanity Fair’s Oscars After Party, was the top influencer, with an MIV of $2 million.
The buzziest single post of the night came courtesy of American singer-songwriter Billie Eilish, who took to the red carpet in a baggy white Chanel ensemble, a fact which no doubt helped the brand to claim second place in this year’s Oscars MIV brand rankings.
It was Dior that claimed first place, while Gucci came in third, followed by Versace and Ralph Lauren.
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