For the penultimate week of the bi-annual event that is fashion month, the fashion industry descended upon Milan for a streamlined schedule of shows that began with Prada and closed with Gucci.
Model Irina Shayk (@irinashayk) who walked for designers Donatella Versace and Daniel Lee generated the highest Media Value (£620K) for the week. American Fashion Influencer Olivia Palermo (@oliviapalermo) took the second spot; her series of suited looks garnered £583K in Media Value. British Vogue’s (@britishvogue) in-depth coverage of the most impressive catwalk looks pulled in £554K in Media Value while Italian Influencer Elisa Maino’s (@la_mainoo) #MFW looks featuring Italian designers such as MSGM generated £554K in Media Value.
But which brands dominated conversations online?
The clear front runner for the week was Versace. Designer Donatella Versace re-imagined the fashion house’s classic jungle print dress, popularised by Jennifer Lopez who wore it nearly two decades ago at the 2000 Grammys red carpet. It’s, therefore, no surprise that Lopez (@jlo) herself was the brand’s top Influencer. Lopez and the dress that inspired the creation of Google Images amassed £5.7M in Media Value for Versace.
Entrepreneur and wife of rapper Gucci Mane, Keyshia Kaoir (@keyshiakaoir) produced the highest performing (by Media Value) content for Gucci’s Spring Summer show (£414K). This finding comes off the heels of news that the rapper and luxury label have joined forces, Mane becoming the face of the brands SS20 campaign.
Next up is Prada. Across 13 posts, South Korean singer Sunmi Lee’s (@miyayeah) content contributed £2.2M towards Prada’s Media Value. Out of these her post featuring rapper ASAP Rocky and DJ Soo Joo raked in the Highest Media suggesting consumers delight in content that celebrates both fashion and music.
This was the first show after dearly departed Karl Lagerfeld’s final collection. Italian Fashion Influencer Chiara Ferragni lived up to her 2012 title as Forbes’ Top Influencer during Milan Fashion Week. A singular post from Ferragni showcasing a pink Fendi ensemble generated £508K for Fendi.
This Milan 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.