Photos: Getty Images / Artwork by Vogue Business Save Story Save this story Save Story Save this story As fashion month settles into a more familiar rhythm, after the blockbuster excitement of last year’s creative reset , brands are becoming more deliberate about the talent they invite to their shows. For Spring/ Summer 2027, established ambassadors and global fandoms continued to drive social engagement, with Thai drama stars eclipsing K-pop idols for the first time to dominate the overall ranking. But alongside the biggest names, brands also looked to more niche talent, from streamers to ceramicists, that better align with their ethos than an A-list name.
This season generated $1.24 billion in earned media value (EMV), a 64% increase compared to FW26’s $755 million, according to influencer marketing platform Lefty. (Lefty analyzes the impressions and engagement generated by influencers’ — with 10,000+ followers — Instagram posts that reference an on-schedule show. EMV is calculated as $1 per like.)
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.
In Milan, Prada topped the ranking, generating $61.2 million in EMV, up 34% year-on-year. Its performance was bolstered by a strong front row, featuring Thai talent Tipnaree Weerawatnodom who generated $17.4 million in EMV across 15 posts, followed by Japanese singer Sana of Twice ($6.8 million) and Thai actor Win Metawin ($6.1 million). Ferragamo followed closely with $56.3 million, driven largely by Thai actor Faye Peraya Malisorn, who generated $43.4 million in EMV across 26 posts. Gucci generated $47.9 million, up 51% year-on-year, thanks t…