And it took Dior a casual 1,600 hours to make. No biggie.
If you’ve been on Instagram this weekend, you’ve probably seen a snap of Italian blogger Chiara Ferragni’s wedding in passing. The lavish ceremony which featured not one, but two Dior dresses was an opulent fairytale and was basically the blogging world’s royal wedding. We’re not just throwing in a random comparison here, as apparently Chiara’s outfit actually garnered way more attention for Dior than Meghan Markle’s did for Givenchy. We know, it sounds pretty unbelievable, but there’s genuinely stats to back it up.
A social media analytics platform called Launchmetrics did an in-depth report on Chiara Ferragni’s three day nuptials (known now as #TheFerragnez on social media) and it was pretty fascinating. Their team sat down and analysed its media impact value – basically, the amount of money that the coverage was worth – as well as its overall social media engagement. According to the brand, the blogger behind The Blonde Salad garnered Dior a media impact value of USD$5.2 million and 5.6 million engagement interactions around the world.
The platform revealed, ‘Dior garnered more buzz during #TheFerragnez than Givenchy did during the royal wedding! Chiara & Fedez’s nuptials caused Dior to obtain 15% of global MIV of the wedding, meanwhile Meghan Markle generated 7% of global MIV for Givenchy during the royal wedding.’
WILD. It felt like literally everybody was talking about Meghan Markle’s Givenchy bateau dress on her big day, so it’s pretty incredible that Ferragni’s dress more than doubled its MIV value for Dior. It’s not a huge surprise however as Ferragni’s dress was a total dream and you can see it below.
Designed by Maria Grazia Chiuri herself, Dior revealed that the delicate white dress ‘fuses Italian craft inspiration with French haute couture’. According to Harper’s Bazaar, her traditional wedding dress took ‘more than 1,600 hours of work in the Dior atelier.
In a video shared by the esteemed fashion house, it was revealed that her dress is actually a two piece outfit. Although it looks like a sweeping gown, Maria Grazia revealed that it was ‘a jumpsuit with a big tulle [skirt] on top’. And they really didn’t skimp on the tulle, since Harper’s claims over 1300 feet of tulle was used. Seriously, we’re surprised she was able to stay on her feet with a dress that heavy.
Although Ferragni initially wanted just one dress, Maria Grazia encouraged her to have two and created another bespoke piece (which is personally our favourite). It was reminiscent of Angelina Jolie’s wedding dress for her ceremony to Brad Pitt, as Maria Grazia embroidered beautiful sentimental words and drawings based on a song that Ferragni’s husband had wrote and sang for her when he proposed.
It also had a second shorter skirt so Ferragni could get her legs out and dance the night away at the reception. Or ride a pony on a carousel – which is exactly what she did with her hubby below.
Black Friday 2021
Surprisingly enough, according to Launchmetrics the second dress was actually ‘the buzziest of them all’ and garnered more engagement than Ferragni’s wedding dress did.
Grumble all you want about bloggers and influencers, but there’s no denying that they’re a real force to be reckoned with. Now if you’ll excuse us, we’re just going to rewatch the videos from her wedding all over again…