record edition of Pfw

SS26 Roundup: Breaking Records with Entertainment Front and Centre
→ New Report is Out!


SS26 proved that Fashion Month now lives in culture, not just on the runway. With a record-breaking $881.2M in Earned Media Value (+5% YoY), the season outperformed all previous editions.


As brands leaned into fashion’s expanding reach on social media, the most impactful campaigns moved beyond shows—into storytelling, entertainment, and cultural moments. From interactive activations to pop-culture collaborations and behind-the-scenes livestreams turned media events, Fashion Month became a stage for immersive brand worlds.


Lefty, Karla Otto and CTZAR, part of The Independents Group, analysed the data and creative strategies shaping this new era of fashion communication and influencer marketing.

→ Download the Report
 
SS26 Fashion Week’s global impact was driven by culturally led campaigns, cinematic storytelling, influencer and talent collaborations at scale. In this report, you will find:

• Dior Leads as Most Visible Brand and Womenswear Debut:
  Dior topped SS26 by centering influencer strategy at the centre of its marketing mix, with a high-production live stream sparking global fan engagement.
  
  
  
• APAC Talent Drives Global EMV and Expands Regional Influence:
  APAC stars generated 72% of EMV, with Thai actors leading influence charts and K-Pop holding 63.2% SOV. New markets like India, Taiwan, and Indonesia are emerging as key hubs, with local influencers increasingly integrated into brands campaigns.
  
  
  
• Gen Z Redefines Fashion Month: Fashion month is shifting from exclusivity to participation, with community, inclusivity, and interactive experiences at its core. Gen Z embraces authentic new models and voices, engages in activities around shows that make fashion a shared, immersive experience.
  

Top Brands


Top Profiles




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Watch Parties: Fashion’s New Cultural Moment


Elias Medini (Lyas) has emerged as one of fashion’s most disruptive voices. In July, he hosted a Dior watch party in Paris, attracting 350 attendees. This season, The Independents partnered with him to transform the event into a major cultural moment ‘La Watch Party’--over 13K people connected in person via a livestream.

Fashion is Leaning Into Cinematic Storytelling


From Dior’s documentary by Adam Curtis to Gucci’s short film The Tiger, entertainment drove SS26. Dolce & Gabbana’s Milan show, featuring The Devil Wears Prada 2 stars, generated $8.2M EMV, while brands engaged filmmakers and composers—Miu Miu cast Daniel Blumberg, and directors like Janicza Bravo and Claire Denis attended key shows. EMV from actors grew +25.8% YoY.

Brands Leverage Weibo to Drive Consumer Engagement Across China


Fashion brands are increasingly collaborating with Chinese stars and influencers on Weibo to drive engagement across the Chinese market. SS26 content grew +105% YoY, with Dior, Versace, and Loewe featuring Chinese actors as key ambassadors, making their major debuts the most talked-about moments of the season.