The Top 5 Most Liked Oscars 2024 Dresses, According to Vogue’s Instagram

When a major fashion house agrees to dress a star for the Oscars, they aren’t doing it out of the goodness of their haute hearts. They’re doing it because they want visibility for their brands.

An actor wearing a label’s designs in front of a televised and online audience of millions is yet another form of marketing—as well as a starry, showman’s way of displaying the strength of their atelier. (Balenciaga, for example, recreated a 1951 archival dress by Cristóbal Balenciaga for Carey Mulligan. “It’s my favorite dress,” Mulligan told Vogue.)

Then, there’s the near-guaranteed increase of a brand’s luxury factor. If an in-demand celebrity opts for a certain designer on their biggest night of the year, the general public will also notice the rarefied status of said designer. That alone can lead to a financial bump: In 2021, Giorgio Armani told Women’s Wear Daily that red-carpet dressing “was about prestige and dreams, but those lead to dollars and cents.”

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

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