FASHION | INDUSTRY|INSIGHT
Lefty reveals the top brands and influencers from Milan and Paris Fashion Weeks
Date posted on DIARY directory: Wednesday 12th February 2025
Influencer marketing platform Lefty has released insights from Milan and Paris Fashion Weeks.
This study is based on the analysis of 13k influencers with over 10k followers on Instagram who have tagged a participating brand’s Instagram account in-post during Milan and Paris Fashion Weeks AW25.
The influencers presented in this study were identified by Lefty’s proprietary algorithms - which identify and attribute content to a brand based on @ mentions. This study only analyses Instagram in-feed posts (posts, videos, carousels) and does not look at Instagram stories.
Lefty defines Earned Media Value (EMV) as the equivalent ad spend of the impressions gained. The EMV is calculated by estimating the number of impressions of each publication and associating a CPM of $100, equivalent to $1 per engagement.
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The top brands from Paris Haute Couture SS25
| Brand | EMV (Earned Media Value) | Eng. Rate | SoS Evolution (Season over Season EMV Evolution) |
|---|---|---|---|
| Chanel | $38.7M | 2.59% | 503% |
| Jean Paul Gaultier | $19.1M | 5.60% | 209% |
| Schiaparelli | $17.3M | 2.79% | 13% |
| Dior | $17.1M | -5% | 2.37% |
| Maison Valentino | $6.80M | 1.97% | — |
| Giorgio Armani Privé | $4.22M | 1.89% | 3% |
| Elie Saab | $3.46M | 7.87% | 174% |
| Stéphane Rolland | $3M | 1.51% | 20% |
| Gaurav Gupta | $2.39M | 2.71% | — |
| Zuhair Murad | $1.69M | 2.24% | -8% |
The top influencers from Paris Haute Couture SS25
| Username | EMV | ER | Followers | Profession | Country |
|---|---|---|---|---|---|
| @jennierubyjane | $16.85M | 4% | 86.04M | Musician | S. Korean |
| @kyliejenner | $7.57M | 1% | 394.85M | Influencer | American |
| @sooyaaa__ | $5.01M | 3% | 79.74M | Musician | S. Korean |
| @kendalljenner | $3.67M | 1% | 289.79M | Model | American |
| @iamhearte | $2.89M | 1% | 16.5M | Influencer | Filipino |
| @jeffsatur | $2.26M | 15% | 5.05M | Actor | Thai |
| @goyounjung | $1.88M | 12% | 7.71M | Actor | S. Korean |
| @izasim | $1.76M | 1% | 16.5M | Stylist | Filipino |
The top brands from Paris Menswear AW25:
| Brand | EMV | Eng. Rate | SoS EMV Evolution |
|---|---|---|---|
| Dior | $27.97M | 3.01% | -55% |
| Louis Vuitton | $27.84M | 6.31% | -12% |
| AMI | $7.38M | 2.70% | 17% |
| Amiri | $6.98M | 7.44% | 22% |
| Willy Chavarria | $4.69M | 6.28% | — |
| Rick Owens | $2.22M | 4.46% | -4% |
| Hermès | $2.15M | 3.75% | 35% |
| Kidsuper | $2.12M | 9.60% | 0% |
| Kenzo | $2.02M | 4.64% | -62% |
| Bluemarble | $1.45M | 2.42% | 104% |
The top influencers from Paris Menswear AW25:
| Username | EMV | ER | Followers | Profession | Country |
|---|---|---|---|---|---|
| @uarmyhope | $6.68M | 5% | 55.79M | Musician | S. Korean |
| @apo555 | $6.6M | 11% | 4.26M | Actor | Thai |
| @milephakphum | $4.46M | 12% | 3.82M | Actor | Thai |
| @skawngur | $4.11M | 4% | 19.35M | Actor | Thai |
| @min9yu_k | $3.05M | 19% | 16.22M | Musician | S. Korean |
| @bambam1a | $2.93M | 5% | 18.24M | Musician | Thai |
| @jacksonwang852g7 | $2.45M | 4% | 29.48M | Musician | Chinese |
| @davido | $2.39M | 1% | 29.48M | Musician | NG/USA |
The top brands from Milan Menswear AW25:
| Brand | EMV | Eng. Rate | SoS EMV Evolution |
|---|---|---|---|
| Prada | $23.7M | 3.73% | -19% |
| Dolce & Gabbana | $12.6M | 4.41% | 54% |
| PDF by Domenico Formichetti | $1.13M | 2.39% | — |
| Giorgio Armani | $1M | 8.63% | -69% |
| Emporio Armani | $741K | 2.09% | 4% |
| Jordanluca | $544K | 1.80% | -12% |
| Montblanc | $520K | 4.74% | — |
| Dunhill | $467K | 1.81% | 124% |
| Zegna | $243K | 12.6% | -98% |
| Magliano | $199K | 1.33% | 135% |
The top influencers from Milan Menswear AW25:
| Username | EMV | ER | Followers | Profession | Country |
|---|---|---|---|---|---|
| @holyhaein | $6.3M | 7% | 14.31M | Actor | S. Korean |
| @enhypen | $6.16M | 5% | 18.27M | Musician | S. Korean |
| @m.by__sana | $3.94M | 8% | 12.26M | Musician | Japanese |
| @winmetawin | $3.04M | 4% | 14.54M | Actor | Thai |
| @katarinabluu | $2.03M | 9% | 23.62M | Musician | S. Korean |
| @soohyun_k216 | $1.57M | 8% | 20.89M | Actor | S. Korean |
| @louispartridge_ | $1.26M | 14% | 8.96M | Actor | British |
| @hirunkit_ | $563.52K | 5% | 3.7M | Actor | Thai |
For the full article, visit Lefty's website.
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