The Met Gala dominates cultural conversation every year. And beyond the red carpet, the event offers a masterclass in virality and trendsetting.
We’ve analyzed over 52 million mentions to identify the biggest Met Gala moments of the last decade. We’ve uncovered rising trends and what brands can learn from these iconic moments.
Let’s get to it.
The biggest historical moments
We used Brandwatch Consumer Research to discover the most talked about moments from the Met Gala in the last decade. And there are some clear winners.
The most-discussed moment was Kim Kardashian’s appearance in 2022. Kim wore Marilyn Monroe’s iconic “Happy Birthday Mr. President” dress, originally worn by Monroe in 1962 to serenade President John F. Kennedy.
The dress, which sold for a world-record sum of almost $5 million and is famous for its skin-tight, sequin-covered design, was a huge talking point – and its appearance on Kim pushed it far beyond the red carpet.
With 88% of sentiment-categorized mentions being negative – it’s clear that the moment sparked an intense debate. Critics focused on Kardashian's drastic weight loss to fit into the dress, while fans celebrated the dress being brought back to life.
Yet, despite the negativity, it's clear that Kim made history with the outfit. And while encouraging controversy might not be recommended – it definitely works for some.
The second most-discussed moment is Doja Cat’s famous 2023 cat look. The singer attended the gala in full feline form, with prosthetics and an outfit designed to replicate Karl Lagerfeld’s beloved cat, Choupette.
Its boldness turned heads, with the look going viral in minutes. Doja’s commitment to the outfit proves how embracing the avant-garde can drive plenty of buzz on social – and make a lasting impression. This might be a tip some brands want to keep in mind.
Blake Lively’s color-changing gown in 2022 is next up on the list, followed by Zendaya’s Cinderella dress from 2019. And they both have something in common: their outfits were incredibly creative. Blake’s gown, which changed color in an instant, and Zendaya’s dress, which lit up when on the carpet, both took things a step further. The element of surprise made both gowns unforgettable.
But what was trending in the Met Gala conversation ahead of 2025's event?
Emerging trends before the 2025 Met Gala
April saw over 157k online mentions about the Met Gala – so it’s clear that fans were chatting ahead of the event. And with 59% of all emotion-categorized mentions showing joy, conversations were full of excitement. Brands can learn from this by tapping into the conversation surrounding these events early.
The 2025 Met Gala theme was “Superfine: Tailoring Black Style.” This aimed to spotlight the rich influence of Black fashion and offer attendees an opportunity to express Black dandyism.
So, what was trending? We used Brandwatch Consumer Research to discover the biggest brands and designers ahead of the Met Gala 2025.
Chanel’s recent collaboration with Kendrick Lamar helped them climb as one to watch ahead of the gala. The fashion house signed the musician as a brand ambassador in the week before the event, leading to a boost in online mentions. Both fashion and rap fans were keen to see how Chanel would perform at the gala.
Designer Dapper Dan came in at second place. His influence on Black fashion fits comfortably into the theme, and fans were excited to see how he would execute.
When diving into Brandwatch to discover who was trending ahead of the event, Tyler Mitchell took the cake. The photographer's work on both the MET's “Superfine: Tailoring Black Style” exhibition catalogue and Vogue’s latest gala-inspired issue received plenty of attention. Fans were celebrating his work photographing celebs like A$AP Rocky, LaKeith Stanfield, and Naomi Ackie.
So, what can brands learn from what’s trending ahead of events like the Met Gala?
How brands can maximize the Met Gala
Crafting culturally relevant, show-stopping marketing campaigns can help to put your brand in the spotlight during events like the Met Gala – but being reactive is what really makes the difference. Planning ahead is useful, but brands that jump into the conversation as it unfolds have the best chance of riding the viral wave.
Excitement around photographer Tyler Mitchell also proves that visuals dominate on social. Striking imagery matters when it comes to viral reach – especially for brands positioned as cultural leaders, trendsetters, and storytellers. Invest in your brand’s visuals to boost the impact of your campaigns.
The Met Gala isn’t just about fashion – it can be a springboard for trends, and brands should tap into these conversations to maximize their engagement. Whether it's a stunning visual or a timely TikTok, brands that demonstrate cultural awareness can benefit from attention that lasts far beyond the red carpet.
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