"This season generated $755 million in earned media value (EMV), a 14% dip from SS26 and a 1.3% decrease from FW25, according to influencer marketing platform Lefty and brand agency Karla Otto."
"Paris remained the most powerful city by social media reach, generating $403.6 million in EMV, despite a 19% decline from SS26 and a 20% drop year-on-year."
"Dior led the pack, ranking as the top-performing show across all four cities, generating $88 million in EMV on Instagram and $51.6 million on Weibo."
"Chanel secured second place overall, with Matthieu Blazy continuing to build momentum for the house, generating $55.8 million in EMV, marking a 73% year-on-year increase."
The Fall/Winter fashion season generated $755 million in earned media value, a 14% decrease from the previous season. Paris remained the leading city with $403.6 million in EMV, despite declines. Dior was the top-performing show, generating $88 million in EMV, largely driven by Asian influencers. Chanel followed with $55.8 million in EMV, marking a 73% increase year-on-year. Influencer activity decreased overall, but key figures like Kornnaphat Sethratanapong and Norawit Titicharoenrak significantly impacted their respective brands.
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