Our AW24 Womenswear Report Is Out: Download Now

In today’s digital landscape, fashion month has become its own entertainment economy. An experience that was once reserved for a few is now played out amongst a sea of screens, and, with over 65% of the world’s population now utilising social media (according to GOAT agency, 2023), brands and attendees are investing in a myriad of marketing tactics to cut through the noise. As a result, the past Autumn/Winter 2024 season hit over half a billion in media value, according to Lefty data.?

What were the most impactful strategies?

Once the realm of insiders, the luxury fashion industry continues its journey into the heart of popular culture. Nowhere does fashion’s cultural hegemony assert itself more than fashion week, where cross-cultural connections are forged to garner attention and multiply EMV. Brands such as 香奈儿 are making clear moves in the film industry. The brand’s AW24 show, which garnered $14.4M in EMV (Earned Media Value), according to Lefty data, opened with a short film starring Brad Pitt and Penélope Cruz, directed by Claude Lelouch. As the two industries converge, actors remained central to the influencer mix, making up 14.37% of the SoV (Share Of Voice).

Elsewhere, tapping K-Pop stars has evolved from an innovative approach to an industry standard. All of the top 10 brands in this season’s ranking invited musicians from South Korea, and of the top 10 KOLs in attendance, 9 were K-Pop stars. At large, South Korean profiles generated a total $103M EMV, according to Lefty data. Big tent names, like the members of BLACKPINK (3 of whom appear amongst the top 10) continue to draw unparalleled attention and, at Louis Vuitton, K-Pop stars made it onto the runway, where Stray Kids singer Felix walked for the brand. Discover the full rankings in our report.

Concurrently, we’ve observed a seismic shift taking place in fashion weeks’ digital marketing landscape, where the power of influence is flowing back into traditional institutions. Throughout AW24, the social media profiles of key publications garnered the largest SOV across all categories, taking 31.9% of the conversation. The power of the press is not only their authority but also their ability to access all areas, creating the perfect formula for social success. This season saw new backstage formats emerge, where key publications granted their online audiences an insider’s look into some of the biggest shows like Valentino , MUGLER and Alexander McQueen .?

Meanwhile, TikTok has spawned a new appetite for fashion content, heroed by personalities with an authentic voice. As a result, there is now a new generation of models, cell phones in tow, who are turning the cameras on themselves, offering a glimpse into their fashion week lives. Creating viral content, these models-turned-creators have become the 5th biggest category driving noise at the shows, cumulating 7% of the overall SOV? — right on the heels of influencers — generating a total $20.4M EMV, according to Lefty data. Discover the models leading the charge in our report.

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