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Fashion titan Vogue is hosting the official red carpet livestream for industry spectacle the Met Gala, Sept. 13 at 5:30 p.m. ET.
This year, to raise money for the Costume Institute at the Metropolitan Museum of Art, the dress code and theme is American Independence. Automaker Audi and tequila brand Don Julio are sponsoring the show.
This marks the first year the livestream will be hosted exclusively by Vogue. It follows the publisher’s ambitions to own live, flagship experiences across its titles, including the Oscars and the Super Bowl.
“As creators, we’re constantly looking for innovative ways to expand our storytelling universe, meet our audiences where they are and create experiences they can’t get anywhere else,” said Pam Drucker Mann, chief revenue officer and president, U.S. revenue. “Nowhere is that opportunity more significant than at the Met Gala, a massive cultural moment into which we have unparalleled access and insight.”
Against dwindling viewership of live shows, Vogue hopes its access to talent will make this year’s event stand out.
Condé Nast first floated its programming around live events like the Met Gala, the Oscars and the Super Bowl at its NewFronts ad pitch back in May. Following the presentation, the Met Gala package sold to Omnicom Media Group on the spot, according to people familiar with the matter, marking the largest media deal between the publisher and the Met Gala to date.
Automaker Audi and tequila brand Don Julio get exclusive pre-roll ad space for the livestream across Vogue’s owned and operated platforms, Twitter and any syndication. Vogue also created a co-branded video with Audi profiling two emerging designers who are attending the gala.
This year, the Vogue show is hosted by actress and recording artist Keke Palmer and comedian, writer Ilana Glazer, who will interview high-profile guests as they arrive on the red carpet. Timothée Chalamet, Billie Eilish, Amanda Gorman and Naomi Osaka will serve as co-chairs for the September gala.
