Silver-clad celebrities showcased this year’s exhibit at the museum by dressing in costume type outfits appropriate to the theme of Humans Meets Machines and a digital world. The Met Ball has been the most exciting event to mark the spring fashion season since Anna Wintour – editor of Vogue, became the chairperson in 1995. Anna Wintour is an advocate for the Arts so much so she plans every detail of the Met Ball, down to whom the attendees are and when they arrive. The Met Ball is a fundraiser for the Metropolitan Museum of the Arts Costume Institute, also known as the Anna Wintour Costume Centre.
Each year, we await the theme to see our favourite celebrities soar up the steps of the Metropolitan Museum. Most people ask why? Why does this event set a pedestal for the spring season in fashion? Why are so many people eager to attend (if they’re one of the lucky few) or view the event from their mobiles or computers? If you didn’t already know, the event is completely private. Yep, that’s right. No phones, photos or media are allowed in the event. So what do celebrities do once they’re inside? Do they dance? Talk to one another? Act like normal human beings? We won’t ever know and that’s what keeps us talking. The exclusivity and privacy that these celebrities attain one night a year intrigues us deprived people from outside watching via social media.
Anna Wintour is a business woman. She understands many people want in on the event. She can see this with a large amount of people screaming for an invite who are still on the waiting list of purchasing a ticket at $25,000. Although 650-700 people are chosen from the list by Wintour herself, many people are still awaiting their Golden Ticket email stating they have been chosen to attend. Keeping the event elite and exclusive is what keeps us mortals wanting more.
The #MetGala has hundreds of thousands of posts, with the public and celebrities using their personal accounts to buzz about the gala – posting goals or squad goals images of their favourite celebrities. The Met Gala uses this age of technology in their favour, jumping aboard the bandwagon of the current generation in every way possible. Creating the most traction they can by adapting with the noisy digital and social world. Anna Wintour knows the public are her biggest advertisers and utilising the Manus X Machina: Fashion in an Age of Technology theme is an inspired marketing move.
The Met Ball sets the standard for the following spring fashion season with their exhibit. This year we can expect metallics and sparkles judging by the outfits that filled the red carpet. If the world has a shortage of sew-on gems, blame Anna Wintour. So, what are the lessons we can learn from Anna Wintour and the Met Gala? Learn what your target market is interested in and adapt with trending topics and exclusivity goes a long way.