A Year in Data 2024
A Look Back and 2025 Trends Revealed
If 2023 was all about culture, then 2024 was the year where luxury and entertainment truly collided. Aiming to build whole universes, brands leaned into more immersive, creative narratives, bolstered by talent partnerships and cross category activations spanning cinema, music and sports. Lefty and Karla Otto’s Year in Data report fuses proprietary data with creative insights to unpack the strategies that shaped 2024 into 2025. The Industries Covered:
Discover 2024's A Year in Data
Which Industry Leveraged Influencer Marketing the Most?
In 2024, influencer marketing saw significant growth across all sectors, with average EMV per brand rising. The beauty industry led the way, with fragrance up 69%, skincare 54%, and makeup 41%, reflecting a stronger investment in influencer-driven strategies to boost visibility and engagement.
Influencer Marketing Soars
Fashion
Top Fashion Influencers
Discover which influencers were the most impactful in the luxury fashion industry in 2024.
@sooyaaa__
EMV$227M
ER5%
Followers79.7M
Musician
S Korean
@roses_are_rosie
EMV$196M
ER5%
Followers82.5M
Musician
NZ/KR
@kimkardashian
EMV$102M
ER0%
Followers358M
Influencer
American
eunwo.o_c
EMV$98.9M
ER8%
Followers47.1M
Actor/Musician
S Korean
@kendalljenner
EMV$75.1M
ER2%
Followers289M
Model
American
Influencer of the Year
2024's Influencer of the Year achieved rapid success, boosting their EMV by 251% and securing major brand partnerships.
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Follower growth from 2023 to 2024.Impactful Fashion Shows
The fashion brands with the most visible shows during 2024 Fashion Weeks achieved exceptional engagement rates and online buzz, stemming from strategic collaborations and the global influence of APAC stars, with this strategy becoming the blueprint for winning attention and impact.
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Generated by Maison Margiela’s SS24 Haute Couture ShowStandout Strategy: Tommy Hilfiger Leans into Entertainment
Tommy Hilfiger achieved a historic #1 ranking at New York Fashion Week's SS25 Womenswear edition and #2 overall among all SS25 Fashion Week brands, driven by an entertainment-focused strategy and a well-curated guest list.
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EMV generated by Tommy Hilfiger's SS25 New York Fashion Week show.Beauty
Top Beauty Influencers
Discover which influencers were the most impactful in the beauty industry in 2024.
@haileybieber
EMV$2.2B
ER4%
Followers54.1M
Influencer
American
@arianagrande
EMV$421M
ER1%
Followers376M
Actress/Singer
American
@kyliejenner
EMV$408M
ER1%
Followers395M
Influencer
American
@sooyaaa__
EMV$160M
ER5%
Followers79.7M
Singer
S Korean
@selenagomez
EMV$18M
ER1%
Followers422M
Actress/Singer
American
Fragrance's Male Appeal
In 2024, the fragrance industry grew significantly by partnering with diverse male celebrities to boost consumer interest and visibility.
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Of the fragrance industry's EMV is driven by the top 60 male influencers.Breakout Beauty Brands: Rhode to Success
Rhode Skin exploded in 2024 through authentic influencer marketing and affiliate programs, driving viral campaigns like the Lip Phone Case.
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EMV growth from 2023 to 2024.Sportswear
The Top Athletes
Discover which athletes were the most impactful in the sportswear industry in 2024.
leomessi
EMV$61.9M
ER3%
Followers504M
Football
Argentinian
mdshami.11
EMV$19.1M
ER12%
Followers15.7M
Cricket
Indian
virat.kohli
EMV$17.2M
ER4%
Followers270M
Cricket
Indian
k.mbappe
EMV$16.2M
ER2%
Followers122M
Football
French
hm_son7
EMV$16M
ER21%
Followers14.2M
Football
S Korean
Athletes Were Key to Sportswear Brands' Success
Mega-influencers and athlete partnerships drove significant awareness for sports brands, while collaborations with fashion brands helped expand their reach and appeal to new demographics.
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Of sportswear brands' EMV in 2024 was generated through athletes.Automotive
Automotive Entertains With Fashion, Music, and Sports
The automotive industry left its mark by engaging with major cultural moments like Coachella and the Cannes Film Festival, actively shaping and contributing to the cultural landscape.
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From Mercedes Benz x Moncler Genius activation.Hospitality
Hospitality Grows 15% With Innovative Activations
The hospitality industry achieved significant growth in 2024 by leveraging creative activations and strategic cross-industry partnerships, delivering memorable experiences on and offline.
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From Balmain x One & Only activation.Influencers
The Top Emerging Influencers
Discover which influencers had the highest follower growth in the past 90 days.
marissaspagnoli
ER20%
Followers10.5K
Influencer
American
fdfromthefuture
ER19%
Followers27.6K
Influencer
British
antoniopulvirenti
ER16%
Followers38.7K
Art Director
Italian
aurimasski
ER15%
Followers47K
Influencer
Lithuanian
touchangel
ER13%
Followers100K
Influencer
Dominican
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