Influencer marketing platform Lefty and brand-building agency Karla Otto have published their SS27 womenswear roundup, revealing that Fashion Month reached over $1.2 billion in Earned Media Value (EMV) on Instagram. The analysis is based on more than 8,500 unique profiles across New York, London, Milan and Paris Fashion Weeks.

The SS27 data snapshot

• City with the biggest growth - Paris Fashion Week, with EMV up 59% year-on-year.
• City-by-city share of voice - PFW 64%, MFW 25%, LFW 9% and NYFW 2%.
• Regional share of voice - APAC 59.6%, Europe 20.9%, North America 14.1%, LATAM 2.8%, the Middle East 2.3% and Africa 0.3%.
• The voices shaping EMV - Actors drove 38.8% of share of voice, followed by media (28.5%), musicians (14.0%), industry (13.3%), influencers (2.0%), others (1.5%), photographers (1.2%) and models (0.7%).
• Influencer composition - Mega 79%, macro 14%, mid 5% and micro 2%.
• The number-one brand across Instagram and Weibo - Dior, with $458.9M in combined EMV.

Top brands on Instagram by EMV

Top influencers on Instagram by EMV

SS27 on Weibo

• Fashion Month generated $503.6M in EMV across Weibo, up 82% year-on-year, with more than 5.6 billion Hot Topic impressions.
• Top brands by EMV - Dior ($98.9M), Prada ($43.7M) and Chanel ($34.2M).
• Top profiles by EMV - Actress Dilraba Dilmurat ($20M), Li Yunrui ($8.7M) and Hu Bing ($4.8M).
• Top Hot Topic - #CaiXukunAtParisFashionWeek, with 590M impressions, as idol Cai Xukun drove conversation despite not posting.

Key insights

• Twitch streamers arise - Coach, KIDSuper, Kim Shui, Burberry and H&M all invited popular Twitch streamers to their shows. Streamers generated $1.5M EMV on Instagram, while streamer Kai Cenat debuted his brand Vivet in New York, generating $2.3M EMV.
• Thai drama overtakes K-pop - According to the report, Thai drama has overtaken K-pop as the main media driver for brands at fashion week. Lingling Kwong and Orm Kornnaphat generated a combined $205.2M EMV on Instagram for Dior, and Keng Harit and Namping Napatsakorn a combined $37.9M for Schiaparelli.
• The authority of the archive - Brands turned to their archives as a storytelling strategy, from Burberry’s 170th anniversary to Matthieu Blazy opening and closing Chanel’s runway with Gabrielle Chanel’s original 2.55 handbag. Collectors, curators and fashion archivists are also becoming increasingly influential in the guest list mix.
• In long-form we trust - Substackers including Brenda Hashtag, Violet Grace Atkinson and Chani Ra drove $852.3K EMV on Instagram, with an average engagement rate of 5.03%. Valentino’s ‘Antibiblioteca’ show asked every guest to bring a book.
• The new rules of the set - Diesel’s show went viral, with the brand’s Instagram EMV growing 301% year-on-year, while resee content drove a collective $231K in Instagram EMV, the first time Lefty data captured such significant impact.

Social soundbites

• The touring artist - Céline Dion at L’Oréal, $9.4M EMV
• Most travelled band - XG, five shows attended, $1.5M EMV
• Best community strategy - Matières Fécales, +795% year-on-year
• Model of the season - Rachel Ojuromi at Chanel, $201K EMV, 12.06% engagement rate
• New gen pop power - Tate McRae at Tom Ford and Schiaparelli, $2.5M EMV

The tracking period covered 8 September to 7 October 2026.

For more information, visit lefty.io.

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