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Social sharing: Dior triumphs in Fashion Month media value

Fashion Month is officially over and, as always, some collections provide more of a talking point than others.

So who left the most lasting impact of S/S 19? Well, on the social media front, it was Dior. Maria Grazia Chiuri’s fairly restrained vision for the 71-year-old house proved the most impactful and widely discussed on social this season.

That’s according to InfluencerDB, an agency that tracks earned media value (EMV) via Instagram mentions and engagement. Dior enjoyed more than 7m likes and 1,260 mentions by accounts with over 15,000 followers. That latter point is important because of how influential the assorted celebs and influencers with substantial followings are.

City by city, Riccardo Tisci and his first Burberry collection was the most discussed at London Fashion Week, with Brandon Maxwell coming out on top at NYFW. Milan’s top name, meanwhile, was Jeremy Scott at Moschino with 1.6m likes for Scott himself, 254 mentions and $1.6m in EMV.

Back with Dior, Italy was the top country to show interest (15%), followed by the US on 11%, Brazil on almost as much, India on 10.2%, and Russia on 6.6%. France was only on 2.9%, despite the label being a cornerstone brand.

For a full round up of S/S 19’s season highlights, subscribers can head to WGSN Insight’s full report here.

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