PFW AW26: Inside the Global Spectacle that Drove $404M in EMV

Paris once again proved itself the epicentre of fashion’s online impact, generating $403.6 million in Earned Media Value (EMV), according to Lefty.   

Creativity sparked buzz as newly appointed designers reinvented house codes, while others tapped into the visual storytelling of TV, calling upon the minds behind the production of Severance and Euphoria. Online audiences dissected collections with an analytical eve, while on the ground, excitement spread from show venues to store fronts. Meanwhile, experimental activations at La Watch Party signalled how fashion's stage is expanding far beyond its traditional inner circle. 

What did it really take for brands to stand out at Paris Fashion Week? 

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Above, one of PFW highlights the Louis Vuitton 2026 show. See more |Paris coverage in this section under February 2026 month.