The robot costume from Mugler that Zendaya wore was a hit for the brand, Launchmetrics reported. The actress wore the costume at the premiere of the film "Dune: Part Two" in London. Fashion house Mugler collected a total of $13.3 million in media exposure value after the actress wore the suit from the brand's fall 1995 collection.
A post shared on the fashion house's Instagram, which depicts Zendaya's look, generated $152,000.
MIV is a proprietary metric that assigns a true monetary value to print, online and social media marketing strategies in order to calculate return on investment.
The suit with a chrome frame was created in collaboration with the artist Jean-Jacques Urcun. The jumpsuit was inspired by the sci-fi movie Metropolis and took six months to create.
In 2022, the robot costume was included in the Brooklyn Museum's extensive exhibition "Thierry Mugler: Couturissime" in New York.
A custom version of the piece, created by creative director Casey Cadwallader, was worn by Beyoncé during her Renaissance tour in June 2023.