Paris remained the most powerful city by social media reach, generating $795.6 million in EMV, or 64% of the season’s total. Milan followed with $311.4 million (25%), while New York generated $107 million (9%), and London racked up $27.3 million (2%). London welcomed back Alexander McQueen to the schedule for the first time since 2022, generating $1.6 million in EMV, alongside Burberry ($10.8 million) and H&M ($7.6 million), leading to a 6.2% increase compared to last season.
On Chinese social media platform Weibo, Paris Fashion Week generated $328.6 million in EMV — more than threefold that of Milan. Most interestingly, its Hot Topics attracted over 128 million engagements, with brands rather than celebrities accounting for most of the platform’s top 10 topics, unlike in New York and London where celebrities led the conversation.
On TikTok, #FashionWeek generated over a billion views across 140,400 posts, while the SS27-specific hashtag generated hundreds of millions of views across 18,200 posts. There, Prada dominated the conversation, with #PradaSS27 generating over 147 million views from just 1,900 posts. On Snapchat, from August 1 to September 10, the top three luxury brands mentioned in public captions were Gucci, Dior, and Prada.
On Instagram, however, it was once again Dior that topped the global ranking, generating $360 million in EMV, up 309% year-on-year. As in previous seasons, Thai actress Kornnaphat Sethratanapong was a key performance driver for the house, generating $112 million in EMV across 20 posts. Schiaparelli saw the biggest year-on-year EMV growth, surging 974% to $5.9 million, led by Thai actors Napatsakorn Pingmuang and Harit Buayoi. While Chanel held relatively steady at $56 million EMV, up 2% on SS26, led by Thai actor Lorena Schuett, it did not enter the top 10. Matières Fécales grew its EMV by a standout 795% year-on-year, thanks to a surprise appearance by Rihanna.
