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Which brands dominated Tokyo Fashion Week AW20?

Another season of Tokyo Fashion Week has come to an end as the fashion industry migrates to London for another week full of Spring Summer looks. Wearisma’s analysis reveals that content from #MFW generated over 14 million engagements and $33M in Media Value.

When looking at the top-performing content by Media Value our data shows that Malaysian actress  Noor Neelofa (@neelofa) came out on top. Her content earned approximately $1.6M in Media Value during NYFW. Neelofa was followed by Filipina actress Heart Evangelista (@iamhearte) whose content earned $1.5M. The top-performing Influencers were Aimee Song (@aimeesong) with $1.3M and Camila Coelho (@camilacoelho) with $1.1M in Media Value. 

But which brands dominated conversations online?

3. Savage x Fenty

Wearisma’s analysis indicates that Savage x Fenty were the clear front runners at NYFW. Content from songstress and Mogul Rihanna’s star-studded Savage X Fenty show which streamed online via  Amazon Prime garnered 16M Engagements and $27M in Media Value. Unsurprisingly, Rihanna (@badgalriri) was the show’s top-performing brand ambassador, single-handedly contributing $16M in Media Value.  Savage x Fenty appears to be leading the way in lingerie, taking over from Victoria’s Secret who this year revealed that they are cancelling their 2019 fashion show. 

2. Tommy Hilfiger x Zendaya

The second instalment of the Tommy Hilfiger x Zendaya collection was also popular online during NYFW. Similar to Savage x Fenty, actress Zendaya (@zendaya) was the show’s top-performing brand ambassador with her content earning $8.9M in Media Value. 

1. Marc Jacobs

Coming in at third is Marc Jacobs. Mega-Influencer James Charles (@JamesCharles) performed well for the brand. His content at Marc Jacobs’ show reached $7.7M in Media Value. Charles was followed by singer Dua Lipa (@DuaLipa) with $1.4M Media Value for content at the show. 

Contact Wearisma’s Research and Insights team to get the full TFW AW20 ranking and discover where your brand ranked this season!

This Tokyo 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.

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