The conversation surrounding fashion weeks is currently centered on sustainability and diversity, which are shaping the way these events are perceived and discussed. This shift is evident in the data analysis conducted by Launchmetrics, which shows that these two themes are driving significant changes in the industry. It is not just about the runway shows anymore; sustainability and inclusivity are now influencing the front rows as well.
Launchmetrics’ recent report, “Data on the Runway,” delved into the impact of brands during the Fall/Winter 2019 and Spring/Summer 2020 fashion weeks in major fashion capitals like New York, London, Milan, and Paris. For instance, Christian Dior made a powerful statement on biodiversity by partnering with a botanist group for its SS20 runway show in Paris, leading to a 57% increase in Media Impact Value (MIV) to $13 million.
Big names like Gucci and Burberry also joined the sustainability wave by hosting carbon-neutral shows for SS20, resulting in a surge in buzz and MIV. Similarly, smaller brands like Gabriela Hearst reaped the benefits of prioritizing sustainability, with a 258% jump in MIV from FW19 to SS20. Collaborations like the Tommy Hilfiger x Zendaya show in New York highlighted the importance of inclusivity, resulting in a boost in MIV for the brand.
Influencers and celebrities are becoming increasingly influential during fashion weeks, with their social media posts driving significant MIV for brands. Celebrities like Priyanka Chopra can greatly expand a brand’s reach, particularly in growing markets like India and China.
New York Fashion Week witnessed a substantial rise in MIV from FW19 to SS20, attributed to a more concentrated and impactful event format. Versace emerged as a top performer for SS20, boasting a remarkable MIV of $21.7 million, surpassing other luxury brands. The fashion industry is clearly embracing sustainability, diversity, and influencer collaborations as key drivers of success in engaging with the evolving consumer base. Overall, fashion weeks are adapting to reflect these changing values, charting a new course for the industry.
To read more about sustainability and inclusivity in fashion weeks, check out these relevant links: Business of Fashion and Vogue UK.
