Lefty reveals the top brands and voices of Milan Fashion Week SS27
Date posted on DIARY directory: Tuesday 6th October 2026
Influencer marketing platform Lefty, in partnership with Karla Otto, has published its social media wrap-up for Milan Fashion Week SS27. The week reached $311 million in Earned Media Value (EMV) across Instagram, up 27% year-on-year. The surge came alongside the announcement that the Italian government is investing €100 million to support the industry.
According to Lefty, SS27 told two stories: Thai drama stars and APAC voices fuelled the numbers, while industry insiders and niche names helped brands build cultural clout beyond them.
Top brands by EMV
| Brand | EMV | Avg. Engagement Rate | YoY Growth |
|---|---|---|---|
| Prada | $61.2M | 4% | +34% |
| Ferragamo | $56.3M | 4.6% | +1779% |
| Gucci | $47.9M | 3.6% | +51% |
| Dolce & Gabbana | $29M | 4.1% | +12% |
| Fendi | $26.7M | 4.3% | +28% |
| Bottega Veneta | $12.9M | 3.4% | –52% |
| Diesel | $12.1M | 3.3% | +301% |
| Tod’s | $10.1M | 7.6% | +83% |
| Onitsuka Tiger | $10M | 5.4% | +40% |
| Max Mara | $6.6M | 3.5% | –14% |
| Moschino | $6.4M | 3.5% | +150% |
Top voices by EMV
| Handle | EMV | Avg. Engagement Rate | Nationality |
|---|---|---|---|
| @faye | $43.4M | 8.1% | Thai |
| @namtan.tipnaree | $17.4M | 7.7% | Thai |
| @homeless_makeupb | $14.7M | 1% | Thai |
| @choi3an | $9.7M | 11% | South Korean |
| @iamhearte | $8.6M | 2.4% | Filipina |
| @gnabnahc | $7.4M | 11.6% | South Korean |
| @m.by__sana | $6.8M | 4.6% | Japanese |
| @winmetawin | $6.1M | 3.8% | Thai |
| @pp.kritt | $4.8M | 7.7% | Thai |
| @_jeongjaehyun | $4.3M | 5.2% | South Korean |
Key insights
- Prada won Milan – Prada centred its show around the skirt and earned widespread critical acclaim. A strong roster of APAC talent, including Thai actress Namtan ($17.4M EMV) and Korean idol Jaehyun, alongside Western stars such as Sadie Sink ($2.7M EMV), amplified it into standout visibility.
- Ferragamo won momentum – Ferragamo’s growth was down to one person: Thai actress Faye, who posted 26 times about her attendance at the show and became Milan’s number-one influencer. She generated over $43.3M EMV for the brand, almost four times the visibility of her Fashion Week debut for Ferragamo AW26 earlier this year, when she also topped the influencer rankings.
- Faye’s profile – ‘Faye’ Peraya Malisorn is a Thai model and actress who rose to fame in 2016 after being crowned Miss Grand Thailand. She later signed a long-standing contract with Channel 7 before becoming a regular face of the Girl Love genre. In recent promotion for her latest series, Broken of Love, she received widespread praise from fans who hail her as a pioneer for LGBTQ+ in Thailand.
- Gucci grew 51% year-on-year – Its show focused on its customer archetypes and was held inside a replica store complete with shoppable merchandise and security guards. The casting ranged from KOLs such as Rosie Huntington-Whiteley and Tina Leung to industry figures and socialites. Gucci appointed Loki as music director and unveiled his first original soundtrack for SS27, and an in-store performance from Shawn Mendes ahead of the show generated $1.5M EMV for the brand.
- Dolce & Gabbana – San from K-pop band Ateez boosted EMV for the brand, generating $9.7M. San has more than quadrupled his media impact at MFW since Karla Otto called out the group as one to watch in SS25.
- Weibo EMV was four times higher than New York and London – Milan’s Weibo buzz was more show-led than celebrity-led. Prada’s runway drove Hot Topics, generating a combined 313.9M impressions on the platform. Actress AngelaBaby, returning to the public eye after three years out of the spotlight, generated the highest visibility of any Chinese celebrity, with one post sparking $2.4M EMV for Marni and helping lift the brand to number four on Weibo.
- Brands asserted cultural clout – Gucci’s casting included Spanish socialite Naty Abascal, designer Osanna Visconti and casting director Jill Demling. Loris Messina and Simone Rizzo’s debut for Moschino cast 400 friends, colleagues, photographers, editors and industry favourites to walk alongside models. Jil Sander’s guest list included novelist Nelio Biedermann and Norwegian music duo Smerz, while Marni counted costume designer Miyako Bellizzi among its guests.
For more information, visit lefty.io.
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