The SS25 New York Fashion Week Debrief

NYFW is back with a bang, tripling its Earned Media Value (EMV) seasonally, boosted by powerful presentations, political discourse and renewed market optimism. The week saw a +208% surge in online visibility, generating a total of $132M EMV, according to data from our partners at Lefty .?

Leading the charge was Tommy Hilfiger , accounting for 43% of the city's EMV. With a show produced by PRODJECT, LLC the brand embraced spectacle , with live performances and a star-studded guestlist aboard the Staten Island Ferry, inviting key K-Pop stars and Thai Drama icons, who continue to dominate the influencer rankings generating $23M EMV and $20M EMV respectively.?

Karla Otto’s Insights team delves into four key strategies that elevated NYFW’s online presence.?

The Power of Fashion-Tainment

New York brands invested in the art of the event , hosting shows that ranged from grand productions to intimate gatherings. New York’s heaviest hitters, Tommy Hilfiger ($56M EMV), 拉尔夫·劳伦 ($14M EMV, both produced by PRODJECT, LLC ), and Coach ($7.8M EMV), dominated the rankings, leveraging star power, social media moments and iconic locations to generate buzz.?

However, not all brands opted for scale and celebrities, but leaned into compelling storytelling.?Known for their playful aesthetic and close-knit community, Collina Strada ’s show featured acrobatics, lawn-mowing, and niche New York icons like @greenladyofbrooklyn . Their after show event even included a petting zoo. The brand earned $2.2M EMV, ranking 11th among well-established names, growing over 300% seasonally, proving how innovation, humour, and storytelling resonate with online audiences.

Community remains king. In a city where hosting a runway show can be costly, many brands honed in on their fans and customers in order to make for more intimate moments. Eckhaus Latta surprised close guests with an impromptu runway show at what seemed to be a dinner, while Batsheva staged a guerrilla takeover in front of their store, dressing loyal customers in their latest designs.

In a crowded schedule, a strong concept, core community and well-executed story can be as powerful as a sizeable marketing budget.

Stars, Stripes and Sports Stars?

With the Presidential election on the horizon, political discourse and discussion permeated the city. Many gathered for the non-partisan Vogue x CFDA’s ‘Fashion For Our Future’? march, aimed at promoting voter registration, while an unofficial ‘KamalaHQ’ party popped up for democratic candidate Kamala Harris .?

Political themes also influenced collections. WILLY CHAVARRIA , a young Mexican-American designer, made waves with his "Ode to a People’s America," a reimagining of workwear silhouettes through the lens of an immigrant. Staged in the Financial District, his show urged audiences to vote for a party that respects immigrant populations. The bold statement earned Chavarria $2.3M EMV, ranking 9th for the week.

American sportswear was naturally a prominent theme, alongside the noticeable presence of American sports stars. Olympians such as 2x gold medalist Sunisa Lee made appearances at Off-White ,TORY BURCH, BRANDON MAXWELL (all produced by BUREAU BETAK ) and Tommy Hilfiger , generating $866K EMV, making her the most visible athlete at #NYFW. Gymnastics star Jordan Chiles and sprinter Noah Lyles also made runway debuts. Meanwhile, 耐克 capitalised on the athletic energy with its "Look of Victory" presentation, celebrating sports style at NYFW.

The Rise of The Social-First Correspondent?

As the digital world accelerates and fashion becomes ever closer intertwined with entertainment , media titles are continually reinventing their coverage strategies. One key trend identified by our team is the ongoing rise of the social-first correspondent . These influencers, who have built their audiences on platforms like TikTok are no longer confined to our screens – they’ve now been welcomed to the editorial fold.

Loved for their quick-fire reportage and unfiltered take on fashion week’s behind-the-scenes, profiles such as @ly.as ($64K EMV), @helo.tefi ($144K EMV), @tinyjewishgirl ($14K EMV) and @stylenotcom ($372K EMV) have been spotted reporting directly for some of the industry’s biggest fashion titles such as Interview, Vogue and ELLE Magazine throughout the New York shows. However, the most prominent social-media correspondent was @isaaclikes_ , whose interview with Tommy Hilfiger generated $747K EMV, with a staggering 23.87% Engagement Rate.?

With ready-made followings, highly engaged audiences, a fresh, socially attuned take on high fashion, it’s a natural fit for media outlets to collaborate with these profiles to increase visibility, build relationships and stay relevant in the ever evolving fashion media landscape.?

The City Switch-Up

Finally, designers switching cities remains a strategic move to garner brand visibility, while gaining traction in new markets. The Big Apple’s shining lights attracted a wealth of European visitors, such as BUREAU BETAK produced Off-White ($7.2M EMV), Maison Ala?a ($7.7M EMV,)?and COS ($2.2M EMV), who all landed a place in the Top 10 #NYFW brand rankings, showcasing the viability of a change of scenery alongside powerful production. ?

In the US, as inflation cools and the Federal Reserve prepares to lower interest rates, consumer confidence is climbing — reflected in a 1% rise in consumer spending in July, according to the US Department of Commerce. For brands, this isn’t solely a move for social media visibility; but one which makes business sense.

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 partners at The Independents , Lefty .?

If you’re interested in learning more about our service offer at Insights, reach out to [email protected] today.