How A Dress Worn By Actress Ayo Edebiri Earned $3.3M In Media-Impact Value

“The Bear” star Ayo Edebiri wore a dress that brought millions in earned exposure at the 75th Primetime “Emmy Awards,” The Hollywood Reporter shared. While this may have been another worthy accomplishment to add to her Outstanding Supporting Actress in a Comedy Series prize, Edebiri came in second place from a style perspective. Instead, Jenna Ortega of “Wednesday” snagged top honors for her dress in the women’s category.

The Power Rankings were determine by Launchmetrics’ proprietary algorithms. The AI-driven company uses its technology to develop software, data, and analytics to measure the media impact value (MIV) of earned exposure, identifying the total influence of brands on social media, online, and editorial content as a monetary value.

With this data, Edebiri’s dress benefited from the power of her celebrity status, which created a significant buzz immediately with viewers, fashion fans, and media outlets. Her leather-sculpted strapless dress, designed by Louis Vuitton, ultimately earned a media-impact value of $3.3 million.

In addition to Edebiri’s earnings, there were other winners as well. In the Top 5 Women and Top 5 Men categories of the Power Rankings, Ortega and Pedro Pascal of “The Last of Us,” along with the luxury brands they wore, were each ranked No. 1. MIV for Ortega came to $5.6 million, the highest among both women and men on the Emmy Awards red carpet, while Pascal earned $1.2 million.

Edebiri, 28, told E! News she was delighted with her custom-made gown paired with a billowing skirt. Speaking to E! News’ Laverne Cox on the red carpet at Los Angeles, CA’s Peacock Theatre during the Emmys, Edebiri said the dress was “3D molded.” The result was, as she said, “snatched.” The “Abbott Elementary” star wore a simple sparkly necklace with diamond studs to complete the look while styling her hair in a sleek bob.

“We had a last-minute fitting,” Edebiri told Cox. “A sort of mistake turned into a miracle. It’s…not my body, but pretty close to my body. They molded it to me. And we’re snatched, and we’re loving it.” 

The Emmy winner is known for her eye-catching style at glamorous events, and she admitted it’s something she enjoys. Edebiri shared with the outlet that if she could give her younger self a pep talk, she would say: “You get to wear custom Louis Vuitton every now and again. It’s pretty cute.”