The Autumn/Winter 2025 season on social media was marked by shifts in audience behavior, event clashes, and the rise of regional star power. As the season unfolded, certain figures and brands made significant impacts, revealing insights into the future direction of the fashion industry.
This season’s social media efforts generated $768 million in earned media value (EMV), a 9% decrease from the Spring/Summer 2025 season but a 46% increase compared to Autumn/Winter 2024, according to influencer marketing platform Lefty and brand agency Karla Otto. Lefty tracks impressions and engagement from Instagram posts referencing every on-schedule show by influencers with over 10,000 followers. EMV is calculated at $1 per like.
The Autumn/Winter season typically struggles to match the reach of Spring/Summer shows due to audience fatigue, especially with multiple events overlapping in January and February, such as AW25 menswear, couture week, and Fashion Weeks in Copenhagen and Berlin. As a result, the EMV in major cities declined this season. Milan Fashion Week generated $190 million, a 28% drop from SS25, while New York Fashion Week saw a 55% decrease, earning $59.6 million compared to SS25.
Event clashes also played a role in reducing engagement, with fashion week dates shifting later in the season, overlapping with key cultural moments. The Golden Globes coincided with New York Fashion Week, the Super Bowl overlapped with Milan, and Paris Fashion Week’s first part clashed with the Oscars. This meant fewer A-list stars in attendance. Notably, Kylie Jenner, the top influencer from SS25, skipped the fashion weeks to support her boyfriend, Timothée Chalamet, during the awards season.
As usual, Paris Fashion Week (PFW) dominated by EMV, generating $494 million, marking a 13% increase from SS25 and a 57% increase from AW24. Dior led the pack with $84 million in EMV, maintaining its top spot in both Paris and across the major fashion cities. South Korean rapper and singer Mingyu, this season’s top influencer, played a significant role, contributing $18.5 million from 11 posts. Thai model and actor Kornnaphat “Orm” Sethratanapong followed closely with $18.3 million, while Thai Chinese actor LingLing Sirilak Kwong earned $17.1 million. All three influencers attended only Dior’s show, yet they ranked among the top performers of the season.
Valentino claimed second place with $68.6 million in EMV, fueled by creative director Alessandro Michele’s second ready-to-wear collection. Thai actor Sarocha “Freen” Chankimha helped drive the brand’s success with $14.5 million in EMV. Chanel, rising from sixth place last season to third, generated $49.8 million in EMV, largely due to Thai British actor Becca’s contribution of $9.4 million. This surge highlights the growing influence of Southeast Asian talent on the global fashion stage.
Pop stars Chappell Roan and Doechii made their mark in Paris, attending multiple shows. Roan attended shows like Vivienne Westwood, Rick Owens, and Alexander McQueen, while Doechii stood out at Schiaparelli, Acne Studios, and Louis Vuitton, among others. Roan drove $7.7 million in EMV, while Doechii contributed $5.3 million, ranking as the ninth and fourteenth most influential figures at Paris Fashion Week, respectively.
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