For over a century, The Metropolitan Museum of Art has stood as a symbol of cultural authority, curating over 5,000 years of art and history. But in today’s digital-first world, relevance requires more than preservation — it demands participation. And right now, that participation is happening on TikTok. By leaning into digital storytelling early, The Met positioned itself as a cultural leader online, using creative formats to captivate audiences and connect its rich history to the present.
The Magic of The Met Gala
More than a glamorous red carpet, the Met Gala marks the opening of the Costume Institute’s annual spring exhibition. This year, the exhibit “Superfine: Tailoring Black Style” set the tone for both the gallery’s and the Gala’s theme. The event became a cultural catalyst, with #metgala generating over 937.2K TikTok posts and sparking months of conversation around Black style, culture, and identity. By leaning into TikTok, The Met is creating space for new voices, new narratives, and a broader cultural dialogue. Year after year, it transforms a single night into a worldwide conversation about fashion, culture, and the power of art to inspire.
Now that the iconic night has passed, let’s explore The Met’s digital evolution, and the strategy that has turned a historic institution into a dynamic, global storyteller.
2025 Theme
The 2025 Met Gala placed Black excellence in fashion at the forefront. This year’s spring exhibition, Superfine: Tailoring Black Style, explored the pivotal role of sartorial expression in shaping Black identity and culture. The event brought together a powerhouse group of co-chairs — Colman Domingo, Lewis Hamilton, A$AP Rocky, Pharrell Williams, and Anna Wintour — with LeBron James serving as honorary chair. A diverse Host Committee further reflected the theme’s celebration of individuality and influence. The dress code, Tailored for You, paid tribute to the exhibition’s focus on suiting and menswear.
Building Hype for This Year’s Event
The Met’s compelling TikTok presence isn’t accidental. It’s a masterclass in digital storytelling, designed to engage a global audience through diverse formats. Key approaches include:
Through its focus on rich storytelling, educational content, and high-quality formats, The Met effectively maintains its authority as a key cultural institution while increasing its relevance by tapping into the energy of the fashion zeitgeist in the digital space.
Creators Amplify Anticipation
The Met’s official TikTok account provides expert insights and historical context, but much of the Met Gala excitement is fueled by TikTok’s creator community through content such as:
The Metropolitan Museum of Art is rewriting the playbook on cultural relevance. By embracing platforms like TikTok and others, it has transformed The Met Gala from a one-night event into a months-long digital conversation. TikTok, in turn, has become the virtual red carpet — a global stage where creators, commentators, and fans engage in real time. But The Met Gala is just one part of a broader strategy. The Met is using digital platforms to democratize culture, foster deeper engagement, and make art and fashion more accessible to audiences everywhere — staying part of the cultural conversation long after the red carpet is rolled up.
To learn more about building a digital-first event strategy, visit TikTok’s Publisher Insights Hub.
