Friday Fashion Forecast: A24 Films LLC
Graphics: Sophie Iavarone
A24 doesn’t just release movies. It makes you want to wear them.
A Marty Supreme jacket became a coveted item before the film opened. An “I TOLD YA” shirt carried Challengers offscreen and into Loewe stores. Now a Dior x A24 tee promotes a partnership, even though you can’t buy the shirt. What happens when movie marketing becomes fashion, and who makes money from the hype?
The Dior x A24 tee introduces their two-year partnership. Here, the financial proposition is long-term visibility for both names, rather than a merch drop with a published sales total. $13.96 million in total Media Impact Value (MIV): The campaign generated this massive sum in its first week alone (September 10 to September 16, 2026).
Timothée Chalamet and other famous wearers made the Doni Nahmias Marty Supreme jacket a recognizable symbol. Show $250 retail alongside the up to $4,366 resale asking price, labeled precisely. Meltwater tracked over 61 million engagements and 743,000 mentions specifically tied to the Marty Supreme Jacket pre-release campaign during
Q4. Propelled heavily by the fashion-forward Gen Z marketing blitz, Marty Supreme surpassed $147 million globally, officially breaking the record to become A24’s highest-grossing worldwide release in history. The takeaway: people circulated the film’s title because they wanted the jacket.
Zendaya’s press-tour shirt connected to a garment audiences saw in Challengers. Loewe could then sell the official version for $330. It was No. 1 on Lyst’s Q2 2024 brand ranking, while searches for Loewe rose 29% that quarter. Zendaya single-handedly drove millions in media value by wearing the gray T-shirt out in New York City and during the film’s press tour. Co-star Josh O’Connor added fuel by wearing a custom dress-shirt variation of the graphic to the London premiere.
The Financial Takeaway: the same shirt can do three jobs: promote a release, generate product revenue, or build brand value. Views, resale listings, search growth, and sales each measure a different result.
