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Which Brands Dominated #PFW?

Posted by on October 8, 2019

Fashion month is over for another season and the results are in. Wearisma’s analysis reveals that Paris Fashion Week (PFW) was the second most successful week in this season’s calendar. Content tagging #PFW generated £28M in Media Value, just behind New York’s (#NYFW) £33M. The jam-packed schedule full of luxury giants spawned the creation of new trends and a new meme courtesy of an interesting (to say the least) walk from John Galliano’s Maison Margiela show.

Balenciaga’s homage to power dressing resonated well among APAC based Influencers such as fashion stylist and Influencer Fil Xiaobai (@Fil小白), her edgy street style posts wearing the Spanish luxury brand on Weibo earning £26K in Media Value. Meanwhile, at Stella McCartney, the designer left a note reading “The world is crying out for change and it is our responsibility to act now” on the seat of the star-studded attendees. Speaking of stars, content from British and Brazilian actresses Maise Williams (@maisie_williams) and Marina Ruy Barbosa (@marinaruybarbosa) helped contribute to the Media Value of brand’s content which totalled £4M.

Who were the top-performing Influencers during #PFW?

Influencer MArketing

In previous weeks, content produced by supermodels achieved the highest Media Value and yet, that wasn’t the case during PFW. Singer Jessica Jung’s (@jessica.syj) content featuring her in a series of suited looks attending the Louis Vuitton, Zadiget Voltaire and Hermes shows generated the highest Media Value (£1.4M) for the week. Jung was followed by actress and TV host Heart Evangelista (@iamhearte) and Lebanese fashion blogger Nour Arida (@nouraridaofficial) whose content amassed £1M and £922K in Media Value respectively. 

Which brands dominated conversations online?

1. Balmain

Olivier Rousteing Balmain was the clear front-runner for the week. This is largely attributable to the brand’s new collaboration with Kylie Cosmetics. Kylie Cosmetics x Balmain debuted during PFW as Balmain’s models were made-up exclusively with products from the collection. Despite Jenner’s inability to take the final walk with Rousteing due to sickness, her promotional content still earned £27M in Media Value for the brand during #PFW. 

2. CELINE

Hedi Slimane’s 70’s inspired collection for Celine took the second spot, with content from the brand’s Spring 2020 womenswear show. K-Pop star and member of group Black Pink Lisa Manoban (@lalalalisa_m) has been declared the ‘unofficial star of Celine’ for her sustained presence in the front row at the brand’s shows, dressed in head to toe in Celine. Wearisma’s analysis can back up her position; her content generated the highest Media Value (£18M) for the brand during #PFW.

3. Christian Dior

Coming in at a close third is Christian Dior. Like Stella McCartney, Dior made sustainability a focal point for their show, which may have been a contributing factor to their position. Dior transformed their runway into an “inclusive garden” and through the hashtag #PlantingForTheFuture the brand revealed that every tree used in the show will be donated to various community garden projects. South Korean singer and actress Bae Suzy (@skuukzky) was the brand’s top Influencer, generating £1.3M in Media Value over two posts featuring her at the show. 

4. Chanel

Despite a gate crasher threatening to descend the runway into chaos, Chanel’s show maintained a strong online presence. Among the invited guests, Cardi B (@iamcardib) stole the show for Chanel, her content totalled £2.2M, the highest Media Value for the brand during PFW. When looking at Influencers, beauty and fashion Influencer Kevin (@Kevin凯文老师) came out on top. His reposts of Chanel’s spring-summer show which called for fellow Weibo users to discuss their favourite looks amassed £280K in Media Value. 

That concludes Wearisma’s analysis of the brands and Influencers who dominated Fashion Week Spring Summer 2020. These analyses came from the powerful feature on the Wearisma platform known as Analytics, providing you with insight into brand and Influencer performances online. If you would like to find out more please get in touch.