Fashion’s hottest night of the year, the Met Gala, returned on Monday. Rolling out the red (in this case, green) carpet for the globe’s most glittering guest list, brands gathered to celebrate an evening filled with opulence, glamor, and artistry.
Couture looks from cult Greater Chinese designers Windowsen and Robert Wun snatched the spotlight, both topping various’ “best dressed” lists. Windowsen, the Antwerp-based label owned by Sensen Lii, dressed American rapper Cardi B in an inky organza gown, while American influencer and model Wisdom Kaye sported a singed crimson suit from Robert Wun.
“Me and my studio worked solely on this project for over two months,” Windowsen’s founder Sensen Lii tells Jing Daily. “We created four different options [for Cardi], and she chose her favorite one.”
More Asian talent was in full attendance, with Blackpink’s Jennie, Oscar-winning actress Michelle Yeoh, Chinese models Liu Wen and He Cong, K-pop group Stray Kids, Korean-American actress Greta Lee, and Thai actor Bright Vachirawit gracing the carpet.
Amplified by A-listers and advertisers (chief executive officer of TikTok, Shou Zi Chew, served as honorary chair this year), the event generates massive social media chatter the world over, and China is no exception.
Celebrities and brands, global and local, are snapping up the opportunity to capitalize on the heightened attention. And for good reason – last year’s circus generated close to $1 billion in media impact value (MIV) in just 48 hours, according to data from Launchmetrics, a total larger than all the FW24 seasons combined across the four capitals ($958.5 million).
As for this year, online commentary is proliferating at full tilt. The hashtag #MetGala2024 has already amassed over 35 million views on Weibo and 724,000 on Xiaohongshu, while dedicated hashtag #ZendayaTheGodofMetGala has topped 29 million views, as well as making it to number 15 of Weibo’s “top searched” list yesterday morning.
Elsewhere, a hashtag dedicated to Chinese supermodel Liu Wen (#LiuWenMetGala) has received almost 16 million views, while the hashtag #MichelleYeoh’sfoildress garnered 1.07 million impressions.
Online hubbub aside, history was also made on the carpet this season.
Stray Kids, the South Korean boy band on every luxury brand’s radar right now, became the first K-pop group to attend the annual fashion event. The eight-member troupe wore a selection of custom preppy looks designed by Tommy Hilfiger, a month after appearing in the American house’s Spring 2024 campaign.
Thai singer and actor Bright Vachirawit also made his maiden appearance at the Met Gala dressed in Burberry, marking the first time a Thai star has graced the event in its 75 years.
The debuts may feel well overdue, but they’re reflective of fashion’s wider relationship with the APAC region. Only recently has the industry begun to recognize the sheer magnitude of Asian talent and its influence on Eastern consumers. The landmass’ cultural prowess is becoming almost impossible to ignore, with seemingly every brand, event, luminary, and luxury conglomerate now wanting in.
Collaborations alongside Asian stars and designers in the West are unfolding via two distinct strategies. On the one hand, emerging designers are receiving endorsement from major celebrities, such as Windowsen and Cardi B, propelling them up the Western fashion rankings.
On the other, luxury brands are bolstering their presence across Asia by kitting out domestic superstars in custom looks, such as Burberry dressing Bright, Jennie Kim in Alaïa, and Liu Wen in Saint Laurent.
But for independent designers like Windowsen’s Lii, whose avant-garde garments have struck a chord with the fashion set, the gala is more than a chance to dress a famous face – it’s a vehicle that can significantly leverage business.
“It means a lot for sure,” Lii says. “The response so far has been good, and I’m so happy we could make this happen.”
As Asian stars secure their seat at the global fashion table, events like the Met Gala are prime time to gain global recognition – and break a few milestones along the way.