Advertisement

Zendaya’s ‘Dune’ Premiere Robot Suit Generates $13.3 Million in Media Exposure for Mugler

Zendaya’s Mugler robot suit was a hit for the brand, according to a report released by Launchmetrics on Monday. At the London premiere of “Dune: Part Two” earlier this month, the actress wore an archival ensemble from the label’s fall 1995 collection, causing a viral frenzy.

LONDON, ENGLAND - FEBRUARY 15: Zendaya attends the World Premiere of "Dune: Part Two" in London's Leicester Square on February 15, 2024 in London, England. (Photo by Samir Hussein/WireImage)

Mugler garnered a total of $13.3 million in Media Impact Value; a post shared to the fashion house’s Instagram depicting Zendaya’s look generated $152,000. MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate return on investment.

More from WWD

PARIS, FRANCE - MARCH 06: A model walks the runway during the Thierry Mugler Ready to Wear Fall/Winter 1995-1996 fashion show as part of the Paris Fashion Week on March 6, 1995 in Paris, France. (Photo by Victor VIRGILE/Gamma-Rapho via Getty Images)
A model wearing the robot suit during Thierry Mugler’s fall 1995 fashion show in Paris.

Featuring plexiglass cutouts and a chrome frame, Mugler’s cyborg couture was created in collaboration with artist Jean-Jacques Urcun. The jumpsuit was inspired by the sci-fi film “Metropolis” and took six months to construct. It originally debuted on the runway during Mugler’s 25th anniversary show in Paris.

In 2022, the robot suit was included in Brooklyn Museum’s expansive “Thierry Mugler: Couturissime” exhibition in New York. A custom version of the piece, created by the label’s current creative director, Casey Cadwallader, was worn by Beyoncé during her “Renaissance World Tour” in June 2023.

LONDON, ENGLAND - FEBRUARY 15: Zendaya attends the World Premiere of "Dune: Part Two" in London's Leicester Square on February 15, 2024 in London, England. (Photo by Samir Hussein/WireImage)
Zendaya

Image architect Law Roach, Zendaya’s longtime stylist, curated her look for the London premiere of “Dune: Part Two.” The sequel to Denis Villeneuve’s sci-fi epic is in theaters now.

Launch Gallery: Zendaya's Style Moments Through the Years: A Closer Look at Her Fashion Statements

Best of WWD