New data shows that Selena Gomez and Bella Hadid at the Cannes Film festival drove millions in media value for the Saint Laurent brand.

The numbers come from London-based earned analytics platform WeArisma, which also said that almost half of the top 10 most talked about luxury brands at the festival were from France, with Saint Laurent taking the top spot.

The data analyses worldwide content from press, influencers and celebrities ​​across key social media platforms with the most talked about French brands in the top 10 seeing a combined media value of nearly €25 million. 

As mentioned, Saint Laurent was the leading topic of social media conversation of the week, driven by a classic black and white gown worn by Gomez and a bare-all look on Hadid.

Vogue’s Instagram posts of the pair ​​generated media values of €1.21 million and €1.27 million respectively for the label. Saint Laurent’s total for the event was €12.11 million.

In second place was Chopard. The Swiss-owned luxury watch and jewellery maker has a long-standing relationship with Cannes Film Festival, having designed the Palme d’Or Trophy.

The alignment between the brand and the star-studded event resulted in earned social media content worth €11.726 million to the jeweller in the three days following the 2024 event’s conclusion. Content levels spiked on 18 May following Chopard’s annual dinner the previous evening. 

Its partnership with the festival started in 1998 and WeArisma said the brand has benefitted from Cannes-related social media content worth an all-time total media value of €84.776 million.

Back with this year, Dior was the third most talked about brand. Most of its social media mentions occurred on 15 and 16 May as Furiosa: A Mad Max Saga star Anya Taylor-Joy wore a Dior princess gown at the film’s premiere. But its main driver of media value was a post by Spanish actress Nicole Wallace in a black netted dress that generated €1.14 million in media value. Its total was €5.9 million.

Gucci was in fourth spot on €4 million with Chanel next on €3.982 million. It was boosted courtesy of Naomi Campbell’s 1996 vintage look with the supermodel’s post to 16 million Instagram followers generating €203,200 in media value.

Versace was on €3.29 million, Prada on €2.92 million, and Cartier on €1.83 million.

Meanwhile, Balmain saw a media value of €1.79 million, helped by Turkish actress Hande Erçel wearing a red strapless gown and Thai actress Araya A Hargate in black with blue and white graphic details. 

Elie Saab rounded out the top 10 with a value of €1.779 million.