The business of Sabrina Carpenter

In May, Carpenter starred in Marc Jacobs’s ‘The Sack Bag’ campaign, alongside models Gabbriette, Irina Shayk and Anok Yai, as well as star of the summer Charli XCX. Carpenter received 13 per cent more likes on average than any of the other figures in the campaign, according to data analytics account @databutmakeitfashion.

Carpenter holds particular resonance with Gen Z consumers thanks to her tongue-in-cheek humour. From her lyrically playful and provocative outros, to debut single ‘Nonsense’ (customised to each location she is performing in), to catchy one-liners in ‘Espresso’ and ‘Please Please Please’, Carpenter’s music has helped her create a compelling persona for audiences to align with. Her famous line in ‘Espresso’ “I’m working late, cause I’m a singer” captured TikTok fans in the spring, with over 107 million posts using the sound bite. Sixty-seven per cent of her TikTok audience is 18 to 24 years old, with 57 per cent on Instagram, per Lefty.

“Sabrina’s ‘Nonsense’ outros feel very authentic to her cheeky aesthetic — it’s a very smart way of keeping that constant hype with your audience and keeping people engaged over a long period of time,” says @databutmakeitfashion founder Madé Lapuerta.

Red carpet resonance

She’s boosting brand awareness on the red carpet, too. At her second Met Gala appearance in May, Carpenter wore an Oscar de la Renta gown with a black bodice and an orchid-inspired voluminous, satin skirt. Her three posts concerning the dress on Instagram generated $4.6 million in earned media value, or EMV (the amount of advertising spend required to achieve the same number of impressions), per Lefty.

A month later, she made her fashion week debut, attending the Louis Vuitton men’s show and generating £1 million in MIV for the brand with a single Instagram post. The same month, she attended Loewe’s spring 2025 men’s show, wearing a turquoise dress from the brand’s Autumn/Winter 2024 runway, garnering $2 million in MIV and accounting for 11 per cent of total brand coverage, according to Launchmetrics. Carpenter was the second most-mentioned star after Loewe’s global ambassador, Chinese actor Wang Yibo, per @databutmakeitfashion.