How did product placement evolve at the Met Gala 2025?

This year’s Met Gala counted on Louis Vuitton as the sponsor of the Costume Institute's spring 2025 exhibition, Superfine: Tailoring Black Style. With Pharrell Williams, the house’s men’s creative director, serving as a co-chair, and ambassadors and friends of the house, including Doechii, Lisa, Pusha T, Sabrina Carpenter and Henry Taylor, wearing bespoke creations, Louis Vuitton stood out as the leading French luxury house at the event. However, it wasn't the only one offering a glimpse into how product placement continues to evolve on the industry's biggest night.

Product placement has long been a significant tool in cinema, and over the past few decades, it has become equally influential in TV series. A perfect example of this is the recent season of The White Lotus, which not only influenced travel preferences but also amplified the desirability of certain brands. When a product is authentically woven into a compelling narrative—or even subtly embedded in the storyline—it naturally captures the audience's attention, often leading to purchase intent. Over the course of its three seasons, The White Lotus demonstrated how effective brand integration can be, with the last season reinforcing this impact. Undoubtedly, this concept extends beyond TV and into worldwide events such as the Met Gala, which has become a one-night prominent stage for luxury brands to generate groundbreaking conversations around fashion and beauty. For instance, last year’s Met Gala achieved a media impact value (MIV) of $1.4 billion through online coverage and social media engagement. It’s no wonder that CEOs, creative directors, and marketing teams see such events as crucial opportunities for brand visibility and boost engagement.

One moment from this year’s Met Gala that Louis Vuitton wanted to capitalize on was the debut of Lisa and Doechii. Lisa, the K-pop sensation, made her fashion acting debut in an ensemble that included a tailored jacket, bodysuit, and black tights with the French luxury house’s logo embellishing the fabric, perfectly aligning with the no-pants trend. With her massive following of 106 million Instagram fans and her devoted Blinks, it’s safe to say every detail of her outfit was closely assessed. Meanwhile, the American rapper showcased Louis Vuitton’s DNA through a much more logomania way but still far from being a disruptive statement. Her ensemble—a short suit with a monogram tuxedo jacket, a belt, a mini Speedy bag, and even an LV monogram on her cheekbone—was a reminder of the upcoming launch of La Beauté Louis Vuitton. The monogram on her face, paired with her makeup, is sure to be analyzed and replicated across TikTok and other social media platforms, further amplifying the brand’s reach and its desire to generate buzz with her full display. Doechii’s approach embodied a slightly louder, more overt branding strategy, which contrasted with the subtler integrations by other ambassadors inspired by the "Tailored for You" dress code. For example, Callum Turner’s suit and Pharrell Williams’ choice of boot-cut tailored black pants subtly hinted at a more understated product placement, perhaps reflective of the current global luxury slowdown that only a few labels managed to escape and risk avoidance.

The event highlighted the enduring appeal and traditional product placement of luxury handbags —with a few strategies related to storytelling—, aiming to reinforce positive perceptions that could potentially lead to lifetime investments. Lisa attended the Met Gala with a custom tailleur and pearl-adorned Speedy P9 bag, while Helen Lasichanh completed her ensemble with a Louis Vuitton handbag, and Lauryn Hill contrasted her yellow double-breasted suit with an Hermès Kelly bag in cerulean blue. A particularly memorable moment was Rihanna’s third pregnancy announcement before the red carpet, when she was accompanied by someone else carrying the Louis Vuitton Speedy P9 Bandoulière 30 Bag from the SS25 menswear collection. However, it was Bad Bunny who stole the spotlight with his large duffle bag from Prada’s Men’s Fall 2025 collection. Dressed in a brown kid mohair suit and a De Leon Headwear Pava, his look sparked curiosity and conversations about the contents of the bag, turning it into a central element of his appearance. Another example of creative product placement was Olivier Rousteing’s sewing machine bag. This accessory not only integrated Balmain’s logo but also embodied the brand's philosophy, reflecting Rousteing’s influence on fashion and resonating with the audience.

Not only jewelry, bags, shoes, and unique pieces contribute to the Met Gala’s narrative but also personalities bring deeper context and meaning to luxury brands. Celebrity endorsements remain one of the most powerful forms of product placement, and in 2025, luxury brands have taken these partnerships by aligning with individuals who embody their values and commitments. This year’s edition showcased some collaborations that highlighted this evolving dynamic: Rihanna in Marc Jacobs with Cartier jewelry, Lewis Hamilton in Wales Bonner and Manolo Blahnik, Jennie in Chanel, Hunter Schafer in Prada, Jenna Ortega in Balmain, Colman Domingo in Valentino, Teyana Taylor in designer two-time Academy Award-winning costume designer Ruth E. Carter, and Pamela Anderson with Pandora and its lab-grown diamonds. Her custom earring cuff was a reimagined design featuring the same stones from her 2024 look, including a 2.8-carat diamond stud. As one of Pandora’s most celebrated ambassadors, her presence further solidified the brand’s commitment to sustainability, underscoring the importance of aligning brand identity with the right personalities.

Once again, the beauty industry has witnessed the impact of celebrity endorsements and red carpet appearances. The recent Met Gala showcased makeup looks that are already generating significant buzz across social media. A standout moment came from Rihanna, who not only wore her own Fenty Beauty products but collaborated with makeup artist Priscilla Ono to create a look with products such as the Fenty Beauty Fenty Cheeks Suede Powder Blush in Lolly Poppy, Soft’Lit Naturally Luminous Longwear Foundation in shade 315, and the Fenty Beauty Hella Thicc Volumizing Mascara in Cuz I’m Black. Zendaya teamed up with makeup artist Ernesto Casillas and Charlotte Tilbury, including in her makeup routine the newly launched Super Nudes Shapewear Lip Cheat Duo and the Lip Plumpgasm in Nudegasm Diamonds. Meanwhile, Jenna Ortega opted for Dior Beauty products to complete her red carpet look, and Sydney Sweeney for Armani beauty as a brand ambassador.  

This year's Met Gala was brimming with product placements, but in many instances, there seemed to be a missed opportunity to forge deeper connections with the audience. While the visibility was there, the lack of bold, meaningful risks left some brands struggling to truly resonate. Looking ahead, there’s an untapped potential for fostering richer cultural conversations that leave a lasting impact and create more immersive experiences for audiences in the years to come. Exploring this could be a game-changer for brands aiming to stand out in such high-profile events.