For instance, Saint Laurent creative director Anthony Vaccarello gave Lyas full backstage access after the show, allowing him to film a mannequin challenge with the models — something Lyas “never thought would be possible”. The resulting video, which was a nod to a nostalgic social media trend where participants freeze in place like mannequins while a camera moves through the scene, generated nearly 40,000 likes.
“Runway shows are now a 360-degree experience — they’re multilayered, with so many different elements beyond just the clothes,” says Ross. “It’s also about what’s happening backstage, and commentator content provides a unique way in.” She adds that commentary isn’t always focused on the show itself. “Sometimes, it’s as simple as asking models about their favourite restaurant in Paris. But that kind of content gives the audience a sense of exclusivity, like they’re getting a behind-the-scenes look and getting to know the personalities that shape fashion week.”
‘Blue square’ fashion commentator @StyleNotCom was one of the top five influencers across NYFW, generating a total of $1.25 million in EMV. With him, it’s volume: the creator posted 56 blue squares about New York Fashion Week, across 18 shows. Karla Otto also noted that New York pavement interview account @ThePeopleGallery_ was in New York and London Fashion Week this season. “It’s been interesting to see these interviewers and storytellers rise up,” Ross says.
“After Covid, it was all about visibility,” says Eva Schmidt, PR and communications specialist at CTZAR agency. “Now, it’s all about exclusivity, but brands are pushing desirability with backstage access, model content and smaller creators, accessible to a very few, but watched by many.”
The next phase of K-pop fandom
As with previous seasons, K-pop stars were key drivers of EMV for AW25, causing ever-growing levels of frenzy outside shows. Perhaps it adds a level of chaos, but it’s worth the fuss; in the global top 10 influencer ranking, half of the talents were K-pop stars, while the rest were Thai and Filipino actors. There’s also new kids on the block when it comes to global talents, including J-pop (Japanese pop) stars and Turkish actors, Lefty data reveals.
One example is Türkiye’s Erçel at Balmain and Versace. She was the 21st most impactful influencer in Milan, generating $1.25 million in EMV through just one post. One J-Pop band that climbed the rankings was &Team who attended Prada, generating $811,400 in EMV over six posts. “It’s similar to K-pop — lots of people are paparazzi, posting about them, [and] there’s fan accounts. All of those components are adding to the noise of that particular fandom,” says Ross.
