Milan Fashion Week SS27: Moschino and Gucci took the feed, Prada took the papers

Inside Milan Fashion Week SS27: Two front rows, one calendar. How Thai pairing tags rebuilt the social week, how Prada, Vogue World and Armani rebuilt the news week, and why the gap after London is now a method, not a surprise.

Tle Matimun and Firstone Wannakorn took the feed. Cardi B, Jennifer Lopez and Jannik Sinner took the papers. Moschino led social but Prada led news. Neither result describes the other.

Official Milan Fashion Week ran 22-28 September 2026. Onclusive recorded 5.1 million social mentions, 104 million reach and 3.1 million authors between 21 and 29 September.

The first volume spike landed on 22 September with Prada at Fondazione Prada’s Deposito. The week’s main social peak landed on 25 September, when Gucci staged The Store Show, Moschino presented the first collection by Loris Messina and Simone Rizzo, and Tod’s held its front row.

Mainstream coverage ran to 15,393 mentions, peaking on 23 September, the morning after opening night, with an advertising value equivalency of 345 million.

This season does not cancel the map drawn after New York and London but relocates “the engine”. In February, Tod’s, Gucci and Moschino fought a three-way brand race while Keng Harit, Namping and Becky Armstrong led celebrity social. In September the same Thai infrastructure returned, but the names at the top of the social board changed: a Moschino pairing, a Tod’s ambassador and a Gucci Store Show cluster. The papers stayed with Hollywood, tennis and Vogue World Milano on the first evening.

Camera Nazionale della Moda Italiana ran the official week. Confcommercio estimated tourist revenues around the city above 219 million euros, with shopping at 100.8 million and an average spend of 1,555 euros per visitor. That is a commercial week the city can count. It is not the same dashboard as 5.1 million social mentions organised around #MOSCHINOSS27xTleFirstone.

All figures below cover 21-29 September 2026 and are sourced from Onclusive Social and Onclusive Monitor, unless noted. Brand share of voice is calculated among 60 houses plus three measured events. Celebrity share of voice among 228 personalities measured for the window.

Milan Fashion Week SS27: Key takeaways

1. Moschino owns social for the first time at this scale. The house took 29.3% of brand social SOV among 60 labels and three events,  first, and not close. Gucci followed at 15.3%, Tod’s at 13.2%. A year earlier Gucci held 38.54% in SS26; in February Tod’s led a tight three-way at 19.11%. September belongs to a first collection and a pairing tag.

2. The social peak was a Friday cluster but not a single house. 5.1 million mentions, 104 million reach, 3.1 million authors between 21 and 29 September. The largest social hour sat on 25 September, when Gucci, Moschino and Tod’s occupied the same afternoon. Prada’s 22 September slot remains the week’s second peak.

3. Social and news still refuse the same seating chart. Moschino is first on social (29.3%) and eighth in digital news (3.5%). Prada is seventh on social (5.2%) and first in news (12.5%). Vogue World Milano is a footnote on social (0.5%) and third in news (7.6%). Giorgio Armani does not appear in the social top 15 and sits fourth in news (6.5%).

4. Tle and Firstone own social; Cardi B and JLo own the digital news. Tle Matimun took 20.48% of celebrity social SOV, Firstone Wannakorn 20.45%. Together they hold 40.93% of 228 measured names. Neither appears in the digital-news top 20. Cardi B leads news at 8.2%, Jennifer Lopez 6.9%, Jannik Sinner 5.5%. The first Asian names on that board are Naomi Osaka at 35, Bang Chan at 45, Sana at 48.

5. Thai pairing infrastructure outran K-pop on this extract. Behind Tle and Firstone: Becky Armstrong at Tod’s (9.0%), PP Krit at Gucci (8.4%), Zee Pruk at Diesel (6.4%), Gulf Kanawut at Onitsuka Tiger (4.3%), Kong Kongpob and Thomas Teetut at Marni (4.11% and 4.09%), Faye Peraya at Ferragamo (3.1%), Billkin at Gucci (2.8%), Keng Harit at Moschino (2.8%). Sungchan (RIIZE) at Bottega is the highest K-pop name in the social top 20, at 2.3%.

6. Hybrid tags still beat the city tag. #MOSCHINOSS27xTleFirstone (867,036) and #PradaSS27 (722,647) both outrun #mfw (505,105). #GucciTheStoreShow (587,918) outruns #milanfashionweek (427,495). Person × house remains how audiences entered the week.

7. Vogue World is a news machine but not a social one. The 22 September event at Galleria Vittorio Emanuele II ,  Dakota Johnson, Jennifer Lopez, Mikey Madison, Pamela Anderson, Cardi B, Jannik Sinner in the wider week ,  registers 7.6% of brand-and-event news SOV and 0.5% on social. It explains why the papers open on Hollywood and tennis while the feed opens on Moschino.

8. The commercial week and the social week can both be true. Confcommercio put tourist revenues above 219 million euros. Onclusive put social volume at 5.1 million mentions. One number lives in hotels and shopping streets. The other lives in pairing hashtags. Treating either as the week is how a house concludes it won while the other half of the industry watched someone else.

Milan Fashion Week SS27 by the numbers

Social media

5.1 million mentions were recorded between 21 and 29 September, produced by 3.1 million authors and reaching an estimated 104 million.

Two spikes organise the graph. Opening Tuesday belongs to Prada,  “The Skirt” at Fondazione Prada’s Deposito, with Win Metawin, Namtan Tipnaree, Sana, Jaehyun, Yang Mi and Li Xian in a front row that Vogue photographed as a Western gallery. Friday 25 September belongs to three houses at once: Demna’s Store Show for Gucci, Messina and Rizzo’s first Moschino collection after Sunnei, and Tod’s with Becky Armstrong still carrying the ambassador line that led brand social in February.

Mainstream media

15,393 mentions ran across digital, print, television, radio and podcasts. The news peak landed on 23 September, the day after opening, when picture desks published Prada and Vogue World.

AVE (Advertising value equivalency) for the window is 345 million,  the monetary value of that coverage if purchased as advertising.

The social week is, again, a fandom story organised around Moschino, Gucci and Tod’s. The news week is an Italian-house and Hollywood-gallery story,  Prada’s skirt thesis, Demna’s store, Louise Trotter’s Bottega, Kendall Jenner closing Bottega with Jacob Elordi in the front row, Cardi B at Cavalli, JLo at Dolce & Gabbana. Moschino’s social monopoly almost disappears once the clip is an editor’s choice.

What the city counted as a win

Before the first official show, Confcommercio estimated tourist revenues around Milan Fashion Week above 219 million euros: 100.8 million in shopping, 85.4 million in hospitality, 32.9 million in transport. Foreign visitors spent more (1,594 euros) than Italian visitors (1,522). Camera Moda’s calendar still ran 61 official sfilate plus Vogue World and the CNMI Gala. That is the buyer-and-city dashboard.

Franceinfo framed the week as craftsmanship meeting a technology era, and flagged Messina and Rizzo’s Moschino debut as one of the season’s principal appointments. Vogue Arabia read the runways as relaxed tailoring, animal print beyond leopard, lighter outerwear, longer hemlines and clashing texture,  a clothes story. Onclusive’s social extract is not a clothes story. It is a pairing-tag story that happens to sit on those clothes.

On 28 September, hundreds rallied against fur in the city. That protest registers in newsrooms. It does not move the celebrity social board.

Brand power: social versus digital news

Onclusive scored 60 houses and three events in the 21-29 September window. Moschino is first on social. Prada is first in digital news. Under those two names the week divides.

Social media, top 15 of 60 houses. Milan Fashion Week SS27

* Event. Data by Onclusive Social, 21-29 September 2026. Share among 60 houses and three measured events. MM6 Maison Margiela sits 16th in news at 0.4%.

Moschino, Gucci and Tod’s together hold 57.8% of brand social conversation. Add Diesel and Onitsuka Tiger and the top five hold 71.9%. Everyone from Marni down is fighting over the remaining third. That concentration is less extreme than Burberry’s 55.2% in London two weeks earlier, and far less extreme than Burberry’s 91% in February. It is still a closed upper band.

Compared with Milan a year ago, the names at the top have rotated. Gucci’s 38.54% in SS26 was a “Jin-and-Tiger” week. Bottega sat second at 18.03%, Max Mara third at 13.90% on Faye. In February Tod’s led at 19.11%, Gucci 18.82%, Moschino 16.67%,  a three-horse race. September hands first place to Moschino by a margin London never allowed anyone except Burberry.

Digital news, top 15 of 60 houses. Milan Fashion Week SS27

* Event. Data by Onclusive Monitor, 21-29 September 2026. Onitsuka Tiger sits 16th in news at 1.7%.

In newsrooms the week reorders under Prada. The skirt collection at the Deposito, the Fondazione guest list of directors and artists, and a Western picture desk that already knew how to caption Hunter Schafer and Uma Thurman put Prada first at 12.5%. Gucci is second because Demna’s Store Show is a news object,  a fake boutique, a thesis about selling, Rosie Huntington-Whiteley on the runway. Vogue World is third as an event, which is why Armani can sit fourth without ever entering the social top 15.

Six names make the news top 15 and miss the social top 12 at scale: Armani, Vogue World as a news event, Cavalli relative to its social sliver. Two do the reverse with force: Moschino and Tod’s. Social SOV in this extract is a measure of who arrived with an already-organised audience. News SOV is a measure of who editors put in a frame. Treating either table as the week is how a house concludes it won while the other half of the industry saw someone else.

228 celebrities and ambassadors. Almost no overlap.

Onclusive measured 228 celebrities and ambassadors. Ranked by social SOV, the top ten are Thai except for the structure around them: two Moschino guests, a Tod’s ambassador, a Gucci ambassador, a Diesel regular, an Onitsuka ambassador, a Marni couple, a Ferragamo ambassador. None of those ten appear in the digital-news top 20.

Ranked by news SOV, the list opens with Cardi B, Jennifer Lopez and Jannik Sinner, then Laila Hasanovic, Kendall Jenner and Jacob Elordi. The overlap between the two top twenties is effectively empty. Olandria is the only Western name in the social top 20 (1.4%). The first Asian names in news are Naomi Osaka at 35, Bang Chan at 45 and Sana at 48.

Social media, top 20 of 228. Milan Fashion Week SS27

Milan Fashion Week SS27 / all languages, including Chinese (traditional and simplified), Thai, Korean and Tagalog. Data by Onclusive.

Share among 228 measured personalities. Data by Onclusive Social, 21-29 September 2026.

Tle and Firstone together account for 40.93% of measured celebrity social conversation. Add Becky, PP and Zee and five Thai names hold 64.73%. The Moschino pairing alone is larger than every K-pop name on the board combined. Sungchan at Bottega (2.3%) is the highest Korean idol in this extract,  a reversal of SS26, when Jin held 37.50% on Gucci.

Win Metawin and Sana sit in the last third of the social twenty even though they are Prada ambassadors. That is the same pattern London produced with Jonathan Bailey: confirmed in the room, absent from the volume. Kim Min-ha was not a Milan story. Seungmin was not a Milan story. The architecture that used to be K-pop-first in this city is, on this extract, Thai-first.

A note on methodology: A note on methodology: SOV and EMV (earned media value) are two fundamentally different ways of measuring the impact of ambassadors and celebrities. SOV measures conversation dominance, while EMV assigns monetary value to media exposure. Both are valuable but answer different questions. Asian Entertainment and Culture channel posted an hour-long video explaining the differences between SOV and EMV (Starting at 7 min 30 sec). 

Digital news, top 20 of 228. Milan Fashion Week SS27

Share among 228 measured personalities. Data by Onclusive Monitor, 21-29 September 2026.

Cardi B at Cavalli is the week’s most-covered single celebrity in digital news, at 8.2%. Jennifer Lopez at Dolce & Gabbana is second. Jannik Sinner at Gucci is third,  a sports desk walking into a fashion week extract, the way Central Cee walked into London’s news board from a Burberry runway. Kendall Jenner closing Bottega, with Jacob Elordi in the front row, is the most photographed couple of the week in English-language galleries. Tle, Firstone, Becky, PP and Zee do not appear in this twenty at all. The top-ranked Asian celebrities are Naomi Osaka (#35), Bang Chan (#45) and Sana from Twice (#48)

That inversion is the Milan version of a finding published after New York and London. Lingling Kwong owned NYFW social and missed the news twenty. Bright, Koji Mukai and Shuhua owned LFW social and missed the news twenty. In Milan the social giants are again APAC guests with a tagging grammar. The papers are again a Western seating chart, plus two athletes and an event at the Galleria. No Milan name this season repeated a double: high on both boards.

Onclusive Social uses AI Sentinel

to monitor social media activity in real-time, predicting and alerting you to sudden surges in mentions related to any topic.
Be the first to know about new trends, crises, or buzz; empowering you to respond swiftly and effectively.

Arrange a demo

Hashtag intelligence for Milan Fashion Week SS27: what outran #mfw

In this extract the city tags are large and still not first. #mfw has 505,105 mentions. #milanfashionweek has 427,495. #MOSCHINOSS27xTleFirstone has 867,036. The analytics layer excludes hashtags massively generated by bot accounts. Languages include Chinese (traditional and simplified), Thai, Korean and Tagalog.

Here are some of the most popular hashtags used during Milan Fashion Week SS27 on social media. Hashtags must be linked to a brand and/or to Fashion Week

Examples of hashtags used during Milan Fashion Week SS27 (tracked from 21  to 29 September) 

Selected high-volume tags, 21-29 September 2026. Data by Onclusive Social. Bot-inflated strings excluded.

Where the mentions actually sat

The Moschino pairing is the largest person-house cluster in the file: #MOSCHINOSS27xTleFirstone at 867,036, plus #moschino at 702,695, #TLE_mtm at 611,455 and #firstone at 548,753. Split those four strings and you still have four mid-size stories. Group them and you have the week.

Prada is the exception that proves the rule. #PradaSS27 at 722,647 is a house tag large enough to outrun #mfw without a single Thai pairing in the same band. Win, Namtan and Sana generated ambassador volume; they did not generate a #PradaSS27xWin cluster at Moschino scale. That is why Prada can lead news and sit seventh on social.

Gucci splits across a show name and two ambassadors: #GucciTheStoreShow 587,918, #GUCCISS27xPPKRIT 461,571, #GUCCISS27xBILLKIN 244,618.

Becky at Tod’s is a four-tag family (#BeckyxMFWTodsSS27, #beckysangels, #BeckyxTodsSS27, #TodsSS27).

Thomas and Kong at Marni are another (#marni, #MarniTH, #MARNIxTHOMASKONG, #tthomastc). A listening brief that starts with #mfw and adds people later will invert the week: it will treat Friday as a sideshow of the calendar, when the calendar was the sideshow of Friday.

Used without a house, #firstone and #ppkritt will ingest every other conversation those names generate in the window. Pair both, or the dashboard reports an actor instead of a front-row moment.

The Vogue World layer during Milan Fashion Week SS27

Unlike London, where the house that won both boards sat on the official close, Milan’s official calendar and Milan’s news calendar are not the same object. Vogue World Milano on 22 September at the Galleria Vittorio Emanuele II is an event in the Onclusive brand-and-event set. It takes 7.6% of news SOV and 0.5% of social SOV.

That gap is the reason Dakota Johnson, Pamela Anderson, Alicia Keys, Gigi Hadid, Naomi Campbell and Heidi Klum sit on the news twenty and not the social twenty. It is also why Cardi B and Jennifer Lopez can lead news from Cavalli and Dolce & Gabbana while Tle and Firstone are invisible to the same desk.

The industry term remains off-calendar when a moment sits outside the CNMI schedule Vogue World is on the Camera Moda week as an event and still behaves, in measurement terms, like an off-runway layer: editors cover it; fandoms do not organise a pairing tag around it at Moschino scale. A window that starts on 22 September captures Prada. A window that ignores the Galleria will undercount the news board and will miss why the papers do not look like the feed.

Milan Fashion Week SS27:  What moved from SS26 and FW26

SS26 and FW26 figures from Onclusive’s prior Milan analyses. SS27: Onclusive Social and Monitor, 21-29 September 2026.

September 2026 is the first Milan week in this three-season series to clear five million social mentions. People talking rose from 2.9 million to 3.1 million. Reach sits between last September and February. Mainstream mentions (15,393) sit with SS26 (14,989), well above February’s 9,864.

The structural change is who owns first place. Gucci’s SS26 monopoly depended on Jin. February’s near-draw depended on three Thai-led houses sharing the band. September hands a clear social first to Moschino on a debut collection and a pairing that London never produced at this share. Gucci remains second. Tod’s remains third. The architecture,  Thai fandoms, hybrid tags, a Friday cluster,  is stable. The faces rotate.

K-pop did not leave the building. Sungchan, Bang Chan, Mina, Sana and Yunho are in the social twenty. They no longer sit in the first four seats. That is not a verdict on K-pop. It is a verdict on who arrived this September with a tagging grammar already rehearsed.

Milan Fashion Week SS27: Strategic implications

For the press office: PR and communications

Start from Friday, not from Getty. A picture desk that files Cardi B at Cavalli, JLo at Dolce & Gabbana and Kendall Jenner closing Bottega has described a real week. It has not described the week that produced 5.1 million mentions.

Those mentions were written by people who already knew how to spell #MOSCHINOSS27xTleFirstone before the lights went up. Moschino did not “go viral.” It arrived with a pairing already in muscle memory. Gucci’s Store Show title and two Thai ambassadors bought a second-place social seat without overtaking that pairing. Tod’s held third because Becky Armstrong never left the line-up that led the house in February. A recap that opens on the Galleria will keep missing those three facts.

For anyone tracking rivals: Competitive intelligence

Lay the two rankings on one page and refuse to average them. Moschino, Tod’s and Marni bought conversation they did not buy clippings. Prada, Armani and Vogue World bought clippings they did not buy conversation. Gucci is the only house that finished in the top two on both extracts, second in news, second on social, which is why it is the awkward house in this file, not the loudest. A competitor brief that treats 29.3% social as a creative-director story will misread Messina and Rizzo. The debut mattered. The tag did more of the work.

For the people who write the queries and scan conversation: Social listening teams

Build the Thai strings first, then hang the houses on them. Tle, Firstone, Becky and PP each travel as a family of romanised names, native script and house hybrids. Leave them ungrouped and Friday looks like eight middling tags. Group them and Friday looks like the week. Keep #GucciTheStoreShow inside ambassador queries; keep #MOSCHINOSS27xTleFirstone inside the house query. And retire the assumption that last season’s engine is this season’s engine: #KENGNAMPINGWITHMOSCHINO is still in circulation, but it is no longer the string at the top of the file.

For whoever books the seat: Casting

Milan did not mint a guest who could clear Bangkok and a British picture editor on the same afternoon. The pairing that moved 40.9% of celebrity social left no trace in the news twenty. The names that opened the news twenty left almost no trace on social. That is not a casting failure so much as a market with two prices.

If the brief is volume in Thai and Korean timelines, the September evidence points at a duo with a shared tag, not at a single Western cover star. If the brief is the Monday gallery, the evidence points at Cavalli, Dolce & Gabbana, Bottega’s close and the Galleria. Asking one name to do both jobs is still the expensive request. This week nobody collected on it.

Paris inherits a city that just proved a debut house can finish first on social without finishing first in print. It also inherits a social grammar that, on this extract, is Thai-led rather than K-pop-led. Whether Saint Laurent, Dior or Chanel want that grammar is a budget question. Whether they can ignore it is no longer an empirical one.

About the Milan Fashion Week SS27 data. Data sourced from Onclusive Social and Onclusive Monitor, 21-29 September 2026. Show reporting cross-checked with, for example, the CNMI calendar, Vogue UK, Vogue Arabia, WWD, FashionNetwork, Franceinfo, Icon-Icon, Confcommercio via Montenapo Daily, Getty captions and house releases. Prior Milan editions: Onclusive’s SS26 and FW26 analyses.

The cover image was created using a generative AI tool for illustrative purposes only.