The 5 most liked dresses from the 2024 Oscars, according to Vogue’s Instagram

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When a major fashion house agrees to dress a star for the Oscars, it’s not out of the kindness of her high heart. They do it because they want visibility for their brands.

An actor sporting a brand’s designs in front of a televised and online audience of millions is another form of marketing, as well as the way a star showman shows off the strength of his workshop. (Balenciaga, for example, recreated an archival 1951 dress by Cristóbal Balenciaga for Carey Mulligan. “It’s my favorite dress,” Mulligan said. Fashion.)

Then there’s the almost guaranteed increase in a brand’s luxury factor. If an in-demand celebrity opts for a certain designer on her biggest night of the year, the general public will also notice the designer’s rarefied status. That alone can cause a financial downturn: in 2021, said Giorgio Armani daily women’s clothing that red carpet attire “was about prestige and dreams, but that leads to dollars and cents.”

So now that the dust from the Dolby Theater around the Oscars has almost settled, which images and videos of which dresses got the most likes on social media? Fashion We decided to look at our own data—that is, which of our Instagram posts received the most attention—to find out.

Below, the five dresses from the 2024 Oscars that stopped our followers in their tracks.