Paris Fashion Week showcased a mix of tradition and innovation, with critics praising the debut collections of Haider Ackermann for Tom Ford and Sarah Burton for Givenchy. However, social media conversations painted a different picture. An analysis of over 3,800 Instagram and TikTok posts using BoF INSIGHTS PULSE, an AI-powered social intelligence tool, revealed which brands truly dominated the digital discourse.
Schiaparelli stood out with its surrealist western-inspired collection by Daniel Roseberry. The blend of western gingham prints, oversized silhouettes, and the brand’s signature surrealist elements resonated with audiences. Social media buzzed about the collection’s gold statement jewelry, particularly the intricate finger pieces, which highlighted the brand’s signature metalwork. Celebrity appearances further fueled the conversation, with American rapper Doechii making an impression in a structured denim corset gown. Her presence and self-expression were widely praised, reinforcing a narrative of empowerment. Doja Cat’s zebra-print dress also captured attention, reinforcing the collection’s animal print influences. Roseberry’s vision of a world without men, where femininity is redefined, struck a chord with audiences, reflecting a broader cultural shift towards reclaiming power dressing.
Coperni’s unconventional show format ignited debates about the evolution of fashion presentations. The brand merged fashion with gaming culture, staging a large-scale LAN party where gamers played titles like Fortnite and Rocket League amidst the runway experience. This digital-first approach polarized opinions, with some lamenting the departure from traditional fashion shows while Gen Z audiences embraced the innovative format. The Tamagotchi x Swipe Case bag collaboration further fueled engagement, with audiences celebrating the nostalgic fusion of 1990s digital culture with high fashion. By integrating gaming and technology, Coperni reinforced its position at the intersection of luxury and digital culture, pushing the boundaries of traditional fashion storytelling.
Chanel’s showcase sparked discussions on how the brand modernizes its timeless aesthetic. Classic tweed pieces took on updated silhouettes, including cropped jackets and mini skirts in vibrant hues such as bright pink and pastel purple. While some applauded these modern interpretations, others questioned the brand’s ability to evolve. The oversized pearl crossbody bag became a social media sensation, with TikTok users drawing humorous comparisons to everyday objects like gumballs. A surprise runway moment involving a stray pigeon added an unexpected twist, generating amusement and engagement. Front-row celebrities such as Tyla, Camila Cabello, and Elle Fanning further amplified the show’s social media impact. Chanel’s ongoing challenge remains balancing tradition with contemporary relevance, a conversation set to continue with the arrival of Matthieu Blazy in 2025.
Victoria Beckham’s minimalist aesthetic took center stage, with a collection featuring clean lines infused with bold color choices and unexpected pairings. Social media highlighted key pieces such as an oversized white shirt with tailored trousers and a sculptural white mini dress. The Beckham family’s presence at the show became a focal point, with audiences discussing their coordinated style and aspirational image. Victoria Beckham’s closing appearance, featuring her mid-length hair tucked into a roll-neck sweater, was widely shared across platforms. The brand’s ability to merge timeless minimalism with fresh updates reinforced its relevance in the ongoing dialogue around “quiet luxury” and “comfy chic.”
Saint Laurent’s reinterpretation of 1980s power dressing sparked debates on whether the collection successfully modernized the era’s iconic aesthetics. Strong-shouldered jackets, belted waists, and bold color-blocking contributed to a conversation on confident femininity. Luxurious vintage-inspired fabrics like lace and velvet added a sophisticated touch. Bella Hadid’s sole runway appearance at Paris Fashion Week, donning a semi-sheer royal blue lace dress, created a significant buzz. Blackpink’s Rosé also generated content engagement by appearing in a flowing white gown reminiscent of nightwear. The presence of industry icons such as Kate Moss and Linda Evangelista reinforced the brand’s timeless glamour. By blending heritage elements with contemporary styling, Saint Laurent remained at the forefront of fashion’s evolving narrative, keeping its power-dressing ethos intact while appealing to modern sensibilities.
These five brands demonstrated the varying ways in which fashion houses can engage audiences in the digital era. From nostalgic collaborations to bold reinventions of classic aesthetics, social media conversations continue to shape the impact of fashion weeks beyond the runway.
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