Lefty reveals the top brands and voices of London Fashion Week SS27
LONDON FASHION WEEK
| FASHION
| INDUSTRY|INSIGHT
Lefty reveals the top brands and voices of London Fashion Week SS27
Date posted on DIARY directory: Tuesday 29th September 2026
Influencer marketing platform Lefty, in partnership with Karla Otto, has published its social media wrap-up for London Fashion Week SS27. The week generated $27.3 million in Earned Media Value (EMV), down 24% year-on-year, as overall posts fell 57%. According to Lefty, part of the drop reflects a broader behavioural trend of people posting less online.
Rather than relying solely on star power, the British Fashion Council leaned into New Media, appointing local voice Chani Ra as its official Reporter-at-Large and screening episodes of Bella Freud’s Fashion Neurosis.
Top brands by EMV
| Brand | EMV | Avg. Engagement Rate | YoY Growth |
|---|---|---|---|
| Burberry | $10.84M | 6.6% | –36% |
| H&M | $7.59M | 4.7% | –11% |
| Alexander McQueen | $1.59M | 3% | –46% |
| Di Petsa | $1.54M | 4% | +185% |
| Natasha Zinko | $667K | 4% | +516% |
| Chopova Lowena | $437K | 3% | –4% |
| Harris Reed | $404K | 3% | –47% |
| Mulberry by Christopher Kane | $388K | 3% | N/A |
| Simone Rocha | $377K | 1.9% | –51% |
| Richard Quinn | $296K | 3% | –87% |
Top voices by EMV
| Handle | EMV | Avg. Engagement Rate | Nationality |
|---|---|---|---|
| @marlon3lg | $1.01M | – | Swedish |
| @milephakphum | $979K | – | Thai |
| @bright | $866K | – | Thai |
| @rosiehw | $557K | 1.9% | British |
| @sn_kojimukai_official | $431K | 9.7% | Japanese |
| @ly.as | $392K | 7.2% | French |
| @yeh.shaa_ | $364K | 2.6% | Taiwanese |
| @emilia_clarke | $324K | – | British |
| @tianweizhang | $302K | 2% | Chinese |
| @hautelemode | $220K | 7.3% | American |
Key insights
- Burberry generated 40% of London’s EMV – The brand retained its number-one position thanks to a front row of APAC idols, Twitch streamers, Chinese snooker champions and local talent, alongside a buzzy runway walk by London rapper Central Cee. It collaborated with English textile designer Celia Birtwell and linked its show to The Burberry Trench: Crafting an Icon exhibition at the V&A, marking its 170th anniversary. Thai actor Bright generated $866K EMV for the brand without sharing any runway content during the tracking period.
- Alexander McQueen returned to LFW after 25 years – The house staged a love letter to London, with pieces realised in partnership with Savile Row tailors. Seán McGirr used the return to reconnect with the brand’s cultural legacy, with British entertainment legends including Siouxsie from the Banshees and Emilia Clarke on the front row. Devoted collector Tanya Ravichandran was invited to share an insider’s view of the show.
- Runway stunts drove conversation – Di Petsa’s finale with Leigh-Anne Pinnock and Katie Price walking for Natasha Zinko contributed to EMV growth of +185% and +516% year-on-year, respectively.
- The high street made the runway within reach – H&M led with a partnership with SHOWStudio and Nick Knight, plus a top-tier model cast including Alex Consani, generating $7.6M EMV. M&S celebrated 100 years with a fashion week debut aimed at its true customers, sharing barcodes for every look on the catwalk. ASOS tapped fashion commentator Lyas and partnered with La Watch Party to screen the Chopova Lowena show.
- Twitch creators surpassed APAC stars – Building on a trend first identified in New York, Twitch creators continued to pull new audiences into fashion week. London-based label Yaku Stapleton, founded in 2023, is based entirely on role-playing game characters and is stocked at Machine-A and Dover Street Market.
- LFW won on Weibo – The BFC’s long-standing relationship with Chinese actor Hu Bing has helped cement LFW’s presence across Chinese social networks, with Weibo visibility greater than Instagram this season at $28M in EMV. Gen Z talent at Burberry, including actor Wu Lei ($1.3M EMV) and snooker champion Wu Yize, kept LFW relevant with young Chinese audiences.
- Brands tapped niche sports and rising talent – From Muay Thai champions and snooker stars at Burberry to skateboarders walking at Natasha Zinko, the front row is becoming a testing ground for the next generation of sports culture.
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