The Met Gala after party is not only glamorous, but also brings huge media value (MIV) no less than the main red carpet event, and can even boost sales.

Zendaya attends Loewe’s after party at the 2024 Met Gala. Photo: Getty Images

Loewe teamed up with Challengers director Luca Guadagnino for a 2024 Met Gala after party in Nolita. Burberry chose Caviar Kaspia as the venue. Cartier teamed up with Sofia Coppola for a glamorous evening at Bemelmans Bar. Stella McCartney and TikTok booked out Casa Cruz. Revolve and Fwrd joined Cardi B at Silencio.

The Met Gala may be over, but the brands and stars aren’t slowing down, with more than 12 after parties taking place across New York. Celebrity fashion continues to be the focus of the 2024 Met Gala after parties.

What’s the difference between red carpet fashion and Met Gala after party outfits?

Emily Ratajkowski attended the 2024 Met Gala after party in a see-through design that was even bolder than her red carpet outfit. Photo: Getty Images

The red carpet outfits of the stars at the Met Gala are always meticulously prepared to follow the spirit of the party’s dress code, with support from the brands that invited them to participate.

Meanwhile, after-party outfits open up more creative space for brands as they are no longer constrained by a certain dress code.

The entry of more designers, along with a larger pool of stars, has created a more diverse fashion scene. David Siwicki, a Paris-based advertising executive and fashion consultant, observed:

“Red carpet dressing is like homework, and after parties are like after-school fun. Dress choices are no longer tied to the brands that paid for the Met Gala tickets.”

Kendall Jenner’s angelic look at the 2024 Met Gala after party got even more attention than the design she wore on the official red carpet. Photo: Gotham // Getty Images

While Met Gala after-parties are an opportunity for designers to show off their creative range, they don’t always get that chance. Because stars often have a wide range of options for their outfits at after-parties, while Met Gala outfits are often pre-decided and signed with brands.

“Brands are always watching closely, knowing that as soon as a celebrity gets out of the car, their image will be shared on Twitter by fans,” Siwicki said. “But after-party outfits are always subject to last-minute changes.”

Big names always bring big value. After parties continue to bring high media value, just like the appearance of stars on the red carpet of the official Met Gala event.

Last year, Rihanna had the highest Media Impact Value (MIV) at the Met Gala after-parties: $205,000. She wore a white Chrome Hearts two-piece that accentuated her baby bump with silver crosses and pearls.

Rihanna’s media value rivals that of the parties hosted by the brands themselves. While it didn’t surpass Karl Lagerfeld’s $349,000 at The Mark, it did surpass Stella McCartney, Baz Luhrmann, and even Cartier’s party.

Rihanna made the most media exposure (MIV) at the 2023 Met Gala after party: $205,000. Photo: Backgrid

However, these outfits also help boost the brand’s sales.

In addition to media exposure, brands can also use Met Gala after-party looks to drive sales, as these looks are typically ready-to-wear and can be sold in large quantities.

Take, for example, the Nensi Dojaka design that Kendall Jenner wore to the 2023 Met Gala after party. The design was inspired by a Chanel Spring Summer 1994 dress that went viral because of its sheerness and sparkle. Kendall Jenner’s images generated a significant MIV, reaching a total of $192,000, more than Stella McCartney and Cartier parties.

Kendall Jenner goes viral in Nensi Dojaka’s design. Photo: Gotham/GC Images

But the moment also helped boost sales for Nensi Dojaka. “The response was beyond expectations,” the designer shares. “It was very well received by our online community and audience. The virality increased brand awareness and created a huge demand for a similar design. Based on that, we re-developed and introduced the glitter mini dress for our Spring/Summer 2024 collection.”