The SS25 London Fashion Week Debrief

Generating $20.9 million in EMV (Earned Media Value), London Fashion Week stood its ground, remaining stable season-on-season. With the market continuing to face economic uncertainty, designers doubled down on the business of fashion, focusing on commercialisation via partnerships and media-focused events. That’s not to say the week didn’t come packed with? buzzy moments. London’s EMV was bolstered by celebrity sightings, conceptual presentations and just a touch of Brat Summer.

But what created the most impact online??

Together with our partners at Lefty , we unpick the moments that stood out in London.

Burberry continues to dominate London’s rankings, generating an impressive $6.1M EMV – roughly 30% of London’s total media value, according to Lefty . While its star brand ambassador, Thai actor Bright Vachirawit, was the brand’s most impactful attendee, Burberry's TikTok -focused strategy also delivered, propelling creators Bella Campos and Vinnie Hacker into the top 10 most influential KOLs in London.?

Meanwhile, RICHARD QUINN LTD saw a remarkable 176% year-on-year growth in EMV, securing the #2 position. The brand capitalised on the cultural momentum surrounding Amy Jackson, whose high-profile marriage to Ed Westwick this summer has turned her into the it-girl of the season. Additionally, high-profile figures like American rapper Saweetie (who boasts 12.6M followers on Instagram) and TikTok heavyweight Chiara King (with 4M followers on the platform) further amplified the brand’s visibility.

The Brat Effect

Is ‘Brat Summer’ over? Not according to H&M and Charli XCX, who threw what could arguably be the party of the season. With a live set from Charlie herself and DJ sets from Jamie xx and Sherelle, the event was hosted by Lila Moss and attended by some 3000 guests, generating $2.8M EMV, according to Lefty data. Mentions of Charli XCX alone created? $2.3M, representing more than 80% of the event’s overall media impact and proving her undeniable influence on the brand's visibility.

Over the summer, H&M wiped their Instagram to reveal Charli as the protagonist for their new campaign, showcasing a clear shift in the brand edging for a celebrity-led strategy. The brand is also aligning with this season's fashion month through parties in all key cities, placing them at the heart of the fashion week conversation, capitalising on the footfall of fashion crowds and the peripheral effect of Charli's zeitgeist. The London event took place just two days before Charli XCX and Troye Sivan kicked off their highly anticipated ‘Sweat’ tour, adding further buzz around the singer, and ultimately, the brand.

Making Moves Across Categories?

While some brands scaled back their presence or skipped London Fashion Week altogether, others boosted their brand visibility and financial feasibility via cross-category partnerships and sponsors. A standout example was Nensi Dojaka, who made a triumphant return to the runway in partnership with Calvin Klein . The collaboration paid off handsomely, thanks in part to influencer heavyweight Rosie Huntington-Whiteley, who sported the collection and attended the show. As a result, Nensi Dojaka soared into the top 3 brands, generating $1.4M EMV, according to Lefty data.

Meanwhile, food and beverage partnerships remain firmly on the menu in London. For luxury designers, the category has become a key way for brands to connect with a broader audience at more accessible price points. Brands like Harris Reed and KNWLS called on alcohol brands to design collectable bottles for the event (with Royal Salute and C?ROC respectively), launched during their show after parties, widening the reach and prospective customers for both parties.

Concurrently, other designers took a more tongue-in-cheek approach to the F&B trend. Chopova Lowena debuted a collaboration with Hellman’s, launching the ‘Margaret’ bag – complete with an integrated mayonnaise pot holder. Chopova Lowena achieved 19% year-on-year growth, earning a place among the top 10 brands in London.

GANT continues to champion local heroes via partnering with London’s finest eateries. The brand celebrated ‘75 years of sportswear’ with a collaboration with Rita's, an American-style diner in Soho. The activation was open to the public and will continue to tour key cities after London, showcasing how the brand is keeping their customer at the heart of its marketing efforts.?

The Summer of Sports?

Following the Paris 2024 Olympics and Paralympics, several key athletes were spotted throughout London’s shows, showcasing the ongoing influence of sports.

However, it was Labrum London that won gold. Building on its ongoing partnership with Arsenal F.C and 阿迪达斯 – marked by the release of Arsenal's 2024/25 away kit in July – the trio hosted LABRUM’s SS25 collection pitch-side at Arsenal's Emirates Stadium, further powered by casting their star midfielder, Declan Rice to walk the runway. Rice generated nearly $300K EMV for the brand, becoming the 8th most influential KOL at LFW, meanwhile aiding LABRUM’s 997% YoY growth. This shows how ongoing, multi-touchpoint partnerships across both sectors can resonate deeply with audiences, attracting both fashion enthusiasts and sports fans alike.

Want to know more??

Stay tuned as our Insights team unpick the vital metrics you need to know, including emerging trends and stand out communications strategies from SS25, in partnership with our partner at The Independents , Lefty .?

If you’re interested in learning more about what we do at Insights by Karla Otto and what we can offer your brand, reach out to [email protected] today.