Molly Rooyakkers

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Every Fashion Month ends with sober verdicts on who won. There are the critical reviews of the runways, of course, usually followed by talmudic readings of various marketing scorecards—earned media value (E.M.V.), media impact value (M.I.V.), or whatever other measure of attention the consultants have settled on this season. But those rankings tell only part of the commercial story.

For brands, awards season offers a bargain that absolutely no paid marketing campaign can match. Simply dress your client and wait for the media mentions—with attention inevitably trickling down to entry-level products like bags, shoes, and even beauty products. At last night’s 78th annual Emmy Awards, in Los Angeles, you may have noticed that much of the coverage credited Prada Beauty alongside Prada for Zendaya’s look.