Milan Fashion Week February 2025

Milan was in a celebratory mood this season, with many brands reaching major milestones while key designer debuts marked new beginnings. As a result, Milan Fashion Week surged in Earned Media Value (EMV) by +27% year-on-year, reaching $190 million, according to Lefty data.  
Some of the week’s standout strategies were underpinned by deep storytelling, with brands playing with scale, community or intimacy, while APAC stars continued to generate significant visibility for leading brands. 
But which moments, brands and personalities cut through? 


Alex Consani’s presence continued to grow in Milan. The model – who was crowned 2024’s Model of the Year by the British Fashion Council – is known not only for her striking looks, but her aptitude for satirical storytelling across social media. Consani was Milan’s #15 talent, generating $2.1M in EMV and boasting an impressive engagement rate of 14.39%.