This season, London Fashion Week (LFW) exhibited a mix of established designers and rising stars with a specific focus on sustainability but how popular were this seasons shows online? Wearisma’s analysis reveals that content from #LFW generated £5.9M in Media Value (MV) and achieved approximately 2.8M engagements. Unsurprisingly content created by LFW models contributed significantly to the events Media Value. American model Izabel Goulart (@izabelgoulart) who walked for designer Julien Macdonald generated £777K in MV while Irina Shayk (@irinashayk) who walked for Burberry generated £341K in MV.
London Fashion Week has been hailed as ‘leading the model diversity movement’ and our analysis found that content produced by diverse Influencers delighted online audiences during the week-long event. When looking at the top-performing Influencers by Media Value, Influencers from Indian descent took centre stage, this included Mega-Influencers Kritika Khurana (@thatbohogirl) and Diipa Büller-Khosla (@diipakhosla) whose #LFW content generated £97K and £67K respectively.
But which brands dominated conversations online?
Burberry were the clear front runners at LFW. In keeping with the sustainability theme, Burberry’s Riccardo Tisci hosted a ‘Carbon Neutral’ show at the Troubadour Theatre. Burberry model Kendal Jenner (@kendaljenner) produced the highest MV for the brand, online audiences were clearly captivated by the model’s new blonde look as her content online generated more than £2.6M in Media Value for Burberry.
2. Fashion for Relief
‘Fashion for a cause’ was a popular theme at LFW as Wearisma’s analysis reveals Naomi Campbell’s annual Fashion for Relief show, which raises money for humanitarian causes. At the star-studded event, humans weren’t the only ones interested in humanitarian causes. A.I. Influencer Noonoouri (@noonoouri) was also in attendance. She was the third top-performing Influencer (by MV) on the night, generating £24K in Media Value.
3. Victoria Beckham
Taking the third spot is Victoria Beckham. The show was a family affair as the designer’s three children and husband David Beckham (@davidbeckham) sat in the front row. The presence of the family unit clearly delighted audiences as David Beckham’s content featuring the family at the show produced the highest Media Value (£2.4M) for Victoria Beckham.
4. Julien Macdonald
Debuting a new collection ‘Glamazonia’ in collaboration with socialite Gabriela Gonzalez is Welsh designer Julien Macdonald. Model Izabel Goulart who wore three looks down the runway generated £672K MV but Julien Macdonald saw much success with alumni from reality TV show Love Island. Content from Laura Anderson (@lauraanderson1x) and Jourdan Riane (@jourdanriane) totalled £50K in Media Value.
This London Fashion Week analysis came from the powerful feature on the Wearisma platform known as Analytics; a comprehensive intelligence software providing you with insight into brand and Influencer performances online. If you would like to find out more please get in touch.