Influencer marketing platform Lefty has released insights from Haute Couture AW25.

This study is based on the analysis of influencers on Instagram who have tagged a participating brand’s Instagram account in-post during Haute Couture 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.

This season highlighted several key trends:

• Demna's impactful exit from Balenciaga propelled the brand to the #1 spot with $22.1 million in EMV, attributed to strong talent strategies.
• Cardi B successfully leveraged Couture as a marketing platform for her album, ranking among the top 5 profiles through theatrical and engaging content.
• The rise of humour-driven content was evident, with meme accounts like @rickdick_ entering the Couture conversation.
• The reduced number of brands created opportunities for Demna's farewell collection and Glenn Martens' debut at Maison Margiela to shine, also allowing emerging market profiles to gain more exposure.

This season, Lefty and Karla Otto teamed up to dive into the data and offer insights into the most successful and unexpected strategies, while revealing key names to know to resonate in new markets and with younger audiences.

The Top Brands of Haute Couture AW25

The Top Influencers of Haute Couture AW25

For the full article, visit Lefty's website.