Fashion Week is always an eagerly awaited event in the fashion world, and this year was no different. As we reflect on the recent round of fashion weeks, it’s fascinating to analyze the key factors that had an impact both on and off the runways. Brandwatch, a global consumer intelligence company, has conducted a comprehensive analysis of the online conversations surrounding the Big Four AW23 fashion weeks, as well as Paris haute couture and the men’s shows. This analysis aims to determine which cities and events garnered the most attention.
The results of the analysis clearly indicate that Paris and Milan were the frontrunners, receiving significantly more attention compared to London and New York. By gathering data from various online sources such as public posts, blogs, forums, and news sites between January 1st and March 6th, Brandwatch discovered that Paris accumulated over 1.2 million mentions, while Milan received close to a million. In contrast, London and New York only reached the low hundreds of thousands.
One noteworthy aspect that contributed to the prominence of Paris and Milan was the presence of celebrities at their shows, with K-Pop stars taking center stage. Brandwatch compiled a top 10 list of celebrities who attended shows and generated extensive online buzz. Surprisingly, all the names on the list were K-Pop stars, including Jeno, J-Hope, Jimin, TEN, Jeonghan, Suga, Hoshi, Jisoo, Enhypen, and Doja Cat. This emphasizes the cultural influence and popularity of the K-Pop genre. The attendance of these celebrities not only captivated their fan base but also attracted fans who may have otherwise overlooked the fashion weeks. This insight is crucial for designer brands as they strategize their future marketing budgets, as collaborations with K-Pop stars can significantly boost brand visibility and engagement.
In terms of fashion trends, the color red made a significant statement both on and off the runway. Doja Cat’s appearance at Schiaparelli’s Paris haute couture show, draped in an all-red ensemble embellished with meticulously placed red Swarovski crystals, created a significant online moment. Further analysis conducted by Brandwatch’s image analysis tool revealed that 46% of images posted during the fashion weeks featuring the color red showcased dresses, while 32% featured red shoes. This suggests that red may emerge as a significant trend for 2023 as a whole.
Another intriguing trend that surfaced during New York Fashion Week was the popularity of red rubber boots resembling the boots of the anime character Astro Boy. Celebrities and influencers were seen sporting these boots, which were endorsed by the art collective MSCHF. The boots swiftly gained viral attention and sold out within minutes, highlighting the influential power of marketing through influencers and the demand for distinct and quirky fashion items.
When it comes to the most talked-about fashion brands on the runway, Dior secured the top spot during the fashion weeks, according to Brandwatch’s analysis. The brand’s clever ambassador strategy, which involved renowned K-Pop stars like Jimin of BTS and Jisoo of Blackpink, played a significant role in securing its dominance. Saint Laurent and Ferragamo followed closely in second and third place, respectively, in terms of generating conversations. The remaining spots in the top 10 went to Valentino, Prada, Loewe, Bottega Veneta, Hermès, Louis Vuitton, and Burberry. These brands share a common thread – collaboration with K-Pop stars. This further underscores the growing importance of this particular group of celebrities in the fashion industry and hints towards more collaborations in the pipeline.
Overall, Paris and Milan emerged as the frontrunners of the fashion weeks, accumulating the highest volume of online conversations. The presence of K-Pop stars at the shows, the prominence of the color red, and the success of brands like Dior and Saint Laurent highlight the dynamic and ever-evolving nature of the fashion industry. As we look forward to future fashion weeks, it will be compelling to witness how these trends and collaborations continue to shape the industry and captivate fashion enthusiasts worldwide.
Useful links:
1. Brandwatch
2. Schiaparelli
