Lady Gaga in Dior during the opening ceremony of the Paris Olympics. Getty Images
PARIS — If the Summer Games in Paris were dubbed “the fashion Olympics,” Dior was the gold medal winner, according to a report from Launchmetrics measuring media impact value (MIV) during the event.
The brand garnered $53 million in MIV throughout the games, with much of it generated by Celine Dion and Lady Gaga wearing the LVMH Moët Hennessy Louis Vuitton-owned brand during the opening ceremony.
Dion’s appearance garnered $20.5 million in MIV alone, while Gaga’s custom gown from the house brought in $13.7 million. French singer Yseult’s closing ceremony Dior suit and hat added another $1.8 million to the brand’s two-week tally.
