MFW AW26: Debuts, Debriefs and the Discourse on Weibo

March 6, 2026Milan Fashion Week remained on an upward trajectory, with autumn/winter 2026 generating $260.2 million in Earned Media Value (EMV), up 37% year-on-year, according to Lefty data.
Debuts at Gucci, Fendi and Marni signalled a reset for several houses, offering new narratives that framed the season’s conversations. This was in conjunction with a growing class of ‘fashion intellectuals’ reshaping how collections are discussed online, with deeper analysis and long-form breakdowns finding an audience increasingly willing to engage beyond the surface.
Meanwhile, as APAC stars remained central to driving reach, a shift in platform dynamics emerged: some houses’ reach on Weibo Corporation was higher than on Instagram, highlighting the platform’s growing weight as brands double down on re-connecting with Chinese audiences.
Which brands led the Milan conversation, and who were the voices that resonated most?


On Top: Debuts at Gucci and Fendi and Styling Genius at Prada How Gucci’s Controlled Chaos Claimed $54.6M EMV Gucci’s Demna official debut made an undisputed splash at MFW, growing 127% year-on-year and cementing the house as the week’s most powerful brand. Demna is an expert at creating conversation –often willingly leaning into controversy – and used that to ensure the show lived far beyond the runway. As noted by our partner CTZAR, every touchpoint was calibrated for debate, from AI-generated pre-show imagery to niche rapper Fakemink scrolling mid-walk, to Kate Moss closing in a deliberately exposed silhouette. The results generated endless video breakdowns and commentary, keeping Gucci at the centre of conversation even as other shows unfolded.
Gucci Autumn Winter 2026, via SpotlightOne of the moments that resonated most came from what looked like a real-life fairy tale story: Georgina Rodríguez revisited her life working Gucci retail in 2016 – where she famously met Cristiano Ronaldo – before attending the show a decade later. This added an element of emotional storytelling to her traditional show content, generating $4.6M EMV for the brand.
Thai Actors, K-Pop and Filippino Beauty Queens Shape the Top 5

This season, brands stepped up their APAC talent strategies across both Instagram and Weibo Corporation.
On Instagram, Fendi’s approach felt fresh with social-first content. K-Pop stars Bang Chan and Huh Yunjin created posts that felt intentionally undone: think partaking in a viral voiceover, or tapping into the street interview trend. The shift towards less editorial, ‘unserious’ and trend-driven content felt like a new take for these top talents – a strategic move by Fendi to allow audiences to engage with show content in a more organic way.
Other APAC talents opted for a volume strategy: Thai actress Faye Peraya posted 16 times about FERRAGAMO on Instagram, which ignited a 514% year-on-year growth in EMV for the brand. What’s more, the beauty queen-turned-actress is one of few Thai talents active on Weibo Corporation, where she posted around five times more than other fashion week attendees, driving $342K EMV on the platform for the brand.

Other houses also invested in talent to boost visibility in the Chinese market. For the first time, top brands such as Prada and Gucci sparked more EMV on Weibo Corporation compared to Instagram, with Weibo Corporation close to matching Instagram's overall EMV at $226.7 million, as per Lefty data. The Prada Group reported positive sales growth in the APAC region in 2025, proving that its stellar performance on Weibo Corporation was no accident, but a deliberate strategy to rebuild resonance across this key consumer group.
Amongst the talent that drove the most buzz, C-Pop group T.O.P climbed the ranks thanks to all five members posting on the platform. And, attending both TOD'S and Gucci, renowned actor and former C-Pop idol Xiao Zhan held an impressive 1/3 of Weibo Corporation’s trending conversations around MFW, sparking a total of $12.4 million EMV on the platform.


Rethinking Runways A key topic of conversation came from #2 brand, Prada, which presented a fresh take on the runway lineup by tasking the same 15 models (including Bella Hadid) to make four exits each, removing a layer with every walk. The concept reflected the brand’s ongoing commentary on the algorithm's insatiable demand for newness. Prada, deliberately pushed against this logic, presenting real-life clothes that explored the many layers and complexities of women by quite literally stripping looks back. The format was praised across social media as a refreshing take that also spoke to the power of styling.

Meanwhile, adopting a minimal approach to set, and proving that breaking the bank for scale isn’t the only way to turn heads at fashion week, Avavav turned the typical runway set-up on its head by asking guests to walk the catwalk while models flanked either side. The brand has earned a reputation for its innovative production strategies, cleverly crafting viral moments without necessarily relying on buzzy (but expensive) talent.
Presentations continued to reflect brand storytelling in a more intimate, engaging, and sometimes interactive way. Loro Piana generated $373K through an installation recalling the windows of a train crossing landscapes, seeking to evoke sensations, textures and fragments of memory.


The Social Analyst's Take Social media has helped disseminate information and, with it, opened the doors to varied interpretations of fashion. What was once the domain of editors and insiders is now a wider ecosystem of analysts, each bringing their own lens to a collection. We have been documenting the rise of these fashion commentators for a few seasons, and this has now evolved into a diverse roster of niche experts unpacking shows through specific areas of knowledge. CTZAR noted how vintage experts hailed the return of the Fendi 'Baguette' bag and dissected its investment potential, while Mandy Lee broke down the many layers of the Prada show. These more analytical takes are becoming a consistent part of fashion week coverage, as audiences increasingly seek more substance, engaging with longer, thoughtful breakdowns that explore a single detail or idea within a collection.


Interested in Learning More? Stay tuned for our upcoming Fashion Month report, where we’ll reveal the standout brand strategies of the season, alongside the most influential voices, backed by data and social media insights from its partners Lefty and CTZAR.
Insights by Karla Otto offers an unparalleled understanding of the communications and marketing landscape, fuelled by over 40 years of expertise across creative sectors. To explore how we can support your business, reach out to [email protected] today.

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