Paris Fashion Week SS27: What the week actually settled
Paris Fashion Week SS27 did not produce a new winner. It produced a repeat, and then a quarrel about what the repeat means. Christian Dior held 45.04% of brand social share among the 101 houses on the Fédération de la Haute Couture et de la Mode calendar. Lingling Kwong and Orm Kornnaphat, both at the Dior show on 29 September, held 46.90% of celebrity social share among 479 measured names. The press clip did not follow. In digital news Dior is first at 7.8%, a point and a half ahead of Chanel. The gap that looks like a monopoly on social looks like a crowded top five in print and online news.
The official calendar ran from Julie Kegels on the afternoon of 28 September to Louis Vuitton at 18:30 on 6 October. Onclusive recorded 21.2 million social mentions, 154.1 million reach and 14.7 million authors between 27 September and 7 October. The social spike sat at 15:00 on 29 September, during the Christian Dior show. Mainstream coverage ran to 26,404 mentions and peaked on 30 September, the morning after Dior, Saint Laurent and Maison Margiela. Advertising value equivalency for the window is 1.12 billion.
Milan is the week this one answers. Between 21 and 29 September, Onclusive recorded 5.1 million social mentions, 104 million reach, 3.1 million authors and 15,393 mainstream mentions, with an advertising value equivalency of 345 million.
The PFW SS27 volume sits just under Spring/Summer 2026, which produced 21.13 million social mentions and 35,275 mainstream mentions, and above Fall/Winter 2026, which produced 17.8 million social mentions and 17,936 mainstream mentions. Reach is almost unchanged: 154.1 million this season, 153.6 million a year ago, 152.6 million in March. Paris did not get louder. It got more concentrated on social, and more evenly filed in the papers.
| The figures below cover the period from September 27 to October 7, 2026, and are sourced from Onclusive Social, a specialized social media analytics tool, and Onclusive Monitor, a tool specifically designed for media monitoring (print, digital, TV, radio, podcasts).. Brand share is calculated among 101 FHCM houses. Celebrity share among 479 personalities. Le Défilé L’Oréal is measured separately, among 46 names, and sits off the FCM calendar. Seventeen off-calendar events are scored in a separate combined share, not inside the 101. |
Eight readings from Paris Fashion Week SS27
1. Dior still owns the social week. 45.04% of brand social share among 101 houses. Schiaparelli is second at 9.74%. Chanel, Valentino and Saint Laurent sit inside a tenth of a point of one another, between 9.10% and 8.99%. A year ago Dior held 46.20% in SS26 and 56.05% in March. The house did not widen the lead. It kept it.
2. The social hour belongs to one show. 21.2 million mentions, 154.1 million reach, 14.7 million authors. The peak landed at 15:00 on 29 September, at Christian Dior. The news peak landed the next morning, 30 September, on the coverage of that show and of Saint Laurent and Maison Margiela.
3. Social rank and news rank are not the same list. Dior is first on both, then the lists part. Schiaparelli is second on social (9.74%) and 14th in digital news (2.2%). Celine is ninth on social (1.81%) and third in news (6.3%). Balenciaga is 14th on social (0.21%) and sixth in news (5.0%).
4. Two Thai guests still set the celebrity social board. Lingling Kwong 24.31%, Orm Kornnaphat 22.59%, both at Dior. Together 46.90% of 479 names. In March the same pair held 31.8% and 24.6%. The order flipped. The concentration did not.
5. The news board opens on a different room. Rihanna leads digital-news celebrity share at 3.29%, filed at Matières Fécales and Dior. Eva Longoria is second at 2.87%, Jennifer Lopez third at 2.75%. The first Thai name on that board is Lisa, 14th, at 1.42%. Lingling and Orm do not appear in the news twenty.
6. A second Thai pair built Schiaparelli’s social seat. Namping Napatsakorn 6.03% and Keng Harit 5.96%, both at the 1 October Schiaparelli show. That is why a house at 9.74% social share sits far above its 2.2% in news.
7. Person-and-house tags outrun the city tag. #pfw has 3,388,657 mentions. #linglingkwong has 3,173,743. #diorsummer27 has 2,210,925. #kengharit has 1,511,784, ahead of #schiaparelli at 1,358,207. Audiences entered the week through a name, then a house.
8. An eponymous name is not a creative-director victory. Yohji Yamamoto leads the designer ranking at 32.7% of combined social and news share among 106 creative directors. The draft flags the cause: the designer and the house share a name, so the score is mechanically inflated. Anthony Vaccarello at Saint Laurent is second at 17.7%. Jonathan Anderson at Dior is third at 14.2%.
Paris Fashion Week SS27 in figures
Social
21.2 million mentions were recorded between 27 September and 7 October, produced by 14.7 million authors and reaching an estimated 154.1 million. The spike is timed, not inferred: 15:00 on 29 September, during Christian Dior, with a front row that included Lingling Kwong, Orm Kornnaphat and Jisoo.
Saint Laurent the same evening, and Maison Margiela earlier that day, feed the next morning’s press peak rather than a second social summit.
Mainstream
26,404 mentions ran across digital, print, television, radio and podcasts. The news peak landed on 30 September. Advertising value equivalency for the window is 1.12 billion: the estimated price of that coverage if it had been bought as advertising.
The social week is organised around Dior, then a tight band of Schiaparelli, Chanel, Valentino and Saint Laurent. The news week keeps Dior first and then flattens. Chanel, Celine, Saint Laurent and Louis Vuitton all sit between 7.6% and 6.0%.
| Indicator | SS27, 27 Sep–7 Oct |
|---|---|
| Social mentions | 21.2 million |
| Authors | 14.7 million |
| Social reach | 154.1 million |
| Social peak | 29 September, 15:00, Christian Dior |
| Mainstream mentions | 26,404 |
| News peak | 30 September, coverage of the 29th |
| AVE | 1.12 billion |
| Houses measured | 101, FHCM calendar |
| Celebrities measured | 479 |
| Creative directors measured | 106 |
Onclusive Social and Onclusive Monitor. Bot-generated mentions excluded. FHCM calendar only, except where a later section says otherwise.
Social SOV
Social SOV
Social SOV
Brand share: social against digital news
Onclusive scored 101 houses on the official calendar. Dior is first on both extracts. After that, social concentrates and news disperses. An asterisk marks a house with the 2026 haute couture appellation. A double asterisk marks a corresponding member of the couture calendar.
Social media, top 15 of 101. Paris Fashion Week SS27
| # | House | Social SOV | Data by Onclusive. | Note |
|---|---|---|---|
| 1 | Christian Dior * | 45.04% | Haute couture appellation |
| 2 | Schiaparelli * | 9.74% | Haute couture appellation |
| 3 | Chanel * | 9.10% | Haute couture appellation |
| 4 | Valentino ** | 9.01% | Couture correspondent |
| 5 | Saint Laurent | 8.99% | |
| 6 | Miu Miu | 5.01% | |
| 7 | Louis Vuitton | 2.95% | |
| 8 | Yohji Yamamoto | 2.21% | |
| 9 | Celine | 1.81% | |
| 10 | Givenchy * | 1.23% | Haute couture appellation |
| 11 | Acne Studios | 1.22% | |
| 12 | Lacoste | 1.17% | |
| 13 | Loewe | 0.87% | |
| 14 | Balenciaga | 0.21% | |
| 15 | Tom Ford | 0.12% |
Share among 101 FHCM houses, 27 September–7 October 2026. Onclusive Social.
Dior, Schiaparelli, Chanel, Valentino and Saint Laurent together hold 81.88% of brand social conversation. The next ten houses in this table share 15.8%. In March, Dior alone held 56.05% and Chanel was second at 9.01%. This season the second place is Schiaparelli, and the band under Dior is wider. The mechanism is visible in the celebrity table: Namping and Keng Harit at Schiaparelli, Freen Sarocha at Valentino, Lena Miu and Miu Natsha at Chanel, Milk Pansa, Anton Lee and Ten Lee at Saint Laurent.
Digital news, top 15 of 101. Paris Fashion Week SS27
| # | House | News SOV | Data by Onclusive. | Note |
|---|---|---|---|
| 1 | Christian Dior * | 7.8% | Haute couture appellation |
| 2 | Chanel * | 7.6% | Haute couture appellation |
| 3 | Celine | 6.3% | |
| 4 | Saint Laurent | 6.2% | |
| 5 | Louis Vuitton | 6.0% | |
| 6 | Balenciaga | 5.0% | |
| 7 | Chloé | 4.6% | |
| 8 | Stella McCartney | 3.9% | |
| 9 | Miu Miu | 3.6% | |
| 10 | Valentino ** | 3.4% | Couture correspondent |
| 11 | Victoria Beckham | 3.2% | |
| 12 | Matières Fécales | 3.1% | |
| 13 | Tom Ford | 2.8% | |
| 14 | Schiaparelli * | 2.2% | Haute couture appellation |
| 15 | Hermès | 2.0% |
Share among 101 FHCM houses, September 27 -October 7 ,2026. Onclusive Monitor.
In newsrooms the week does not have a 45-point leader. Dior’s 7.8% is a first place, not a monopoly. Chanel is 0.2 points behind. Celine, Saint Laurent and Louis Vuitton are inside the same band. Balenciaga, almost invisible on social at 0.21%, is sixth in news at 5.0%, consistent with a picture desk that filed Rihanna at Matières Fécales and a Balenciaga front row that included Nicola Peltz. Schiaparelli’s social second place does not survive the clip: 2.2%, 14th.
Two houses reverse hard. Schiaparelli and Valentino buy conversation they do not buy clippings at the same rate. Celine, Balenciaga, Chloé, Stella McCartney and Victoria Beckham buy clippings they do not buy conversation at the same rate.
479 names. Almost no shared digital news top twenty.
Onclusive measured 479 celebrities and ambassadors. On social, the first nine names are Thai. The tenth, Milk Pansa, is Thai as well. Anton Lee is the first Korean name, 11th, at Saint Laurent. None of the social top ten appears in the digital-news top twenty except Lisa, who is 13th on social and 14th in news. She is the only name in both twenties.
Social Media, top 20 of 479. Paris Fashion Week SS27
| # | Name | Confirmed house | Social SOV | Data by Onclusive.hare |
|---|---|---|---|
| 1 | Lingling Kwong หลิงหลิง คอง” | Dior, 29 Sep | 24.31% |
| 2 | Orm Kornnaphat ออม กรณ์นภัส | Dior, 29 Sep | 22.59% |
| 3 | Namping Napatsakorn น้ำปิง | Schiaparelli, 1 Oct | 6.03% |
| 4 | Keng Harit หฤษฎ์ บัวย้อย | Schiaparelli, 1 Oct | 5.96% |
| 5 | Freen Sarocha สโรชา จันทร์กิมฮะ | Valentino, 4 Oct | 4.86% |
| 6 | Lena Lorena Schuett ลีน่า ลีน่า | Chanel, 5 Oct | 3.93% |
| 7 | Becky Armstrong เบ็คกี้ รีเบคก้ | Miu Miu, 4 Oct | 3.51% |
| 8 | Miu Natsha หมิวณัชชา | Chanel, 5 Oct | 3.48% |
| 9 | Zee Pruk ซี พฤกษ์ | Yohji Yamamoto, 2 Oct | 3.22% |
| 10 | Milk Pansa มิ้ลค์ พรรษา | Saint Laurent, 29 Sep | 2.22% |
| 11 | Anton Lee (RIIZE) 앤톤 | Saint Laurent, 29 Sep | 1.36% |
| 12 | Keonho 건호 | Chanel, 5 Oct | 1.10% |
| 13 | Lisa ลลิษา มโนบาล | Louis Vuitton, 6 Oct | 1.01% |
| 14 | Wang Yibo 王一博 | Loewe, Lacoste, Chanel | 0.97% |
| 15 | Rose/Roseanne Park -BLACKPINK 박채영 | Saint Laurent, 29 Sep | 0.94% |
| 16 | Ten Lee ชิตพล ลี้ชัยพรกุล | Saint Laurent, 29 Sep | 0.90% |
| 17 | Felix (Stray Kids) 이용복 | Louis Vuitton, 6 Oct | 0.90% |
| 18 | Jisoo 김지수 | Dior, 29 Sep | 0.85% |
| 19 | Jeonghan 정한 | Givenchy, 2 Oct | 0.77% |
| 20 | Olandria Carthen | Vaquera and Ottolinger | 0.69% |
Share among 479 measured names. Houses are confirmed attendance on the FHCM calendar, not every tag in the window. Onclusive Social.
Lingling and Orm together hold 46.90%. Add Namping and Keng and four Thai names hold 58.89%. Add Freen and the first five hold 63.75%. In March, Lingling led at 31.8% and Orm followed at 24.6%. This season Orm is closer, and a second pair, at Schiaparelli rather than Dior, takes third and fourth. That is a rotation inside the same structure, not a new structure.
Becky Armstrong’s 3.51% in this table is her share inside the 479-name Paris set, filed at Miu Miu. Her Le Défilé L’Oréal share is a different denominator, 28.19% of 46 names, and is not added to this figure. Zee Pruk’s confirmed FHCM show is Yohji Yamamoto on 2 October. He was also at Sandro and Concept Korea, both off the FHCM calendar. The 3.22% should not be read as a Yohji-only number because it has often been mentioned in connection with all three events.
Wang Yibo’s 0.97% covers three confirmed shows: Loewe on 2 October, Lacoste on 4 October, Chanel on 5 October. Olandria Carthen was at Vaquera and Ottolinger. A MAC appearance the same week is off calendar.
K-pop is in the room and not at the top of this extract. Anton, Keonho, Felix, Jisoo and Jeonghan sit between 1.36% and 0.77%. Lisa, who is both a Thai actress and a Blackpink member, is 13th. In SS26, Jimin at Dior held 17.06% of a smaller celebrity set. That seat is empty this season. The absence is an attendance fact, not a verdict on the fandom.
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 479. Paris Fashion Week SS27
| # | Name | Confirmed house | Digital News SOV | Data by Onclusive. |
|---|---|---|---|
| 1 | Rihanna | Matières Fécales and Dior | 3.29% |
| 2 | Eva Longoria | Victoria Beckham | 2.87% |
| 3 | Jennifer Lopez | Stella McCartney | 2.75% |
| 4 | Victoria Beckham | Her own show, 2 Oct | 2.51% |
| 5 | Nicole Kidman | Chanel, 5 Oct | 2.23% |
| 6 | Heidi Klum | Vivienne Westwood | 2.16% |
| 7 | Zendaya | Louis Vuitton, 6 Oct | 2.00% |
| 8 | Dua Lipa | Chanel, 5 Oct | 1.81% |
| 9 | Cara Delevingne | Tom Ford | 1.68% |
| 10 | Cynthia Erivo | Dior, Valentino, Chloé, Tom Ford | 1.63% |
| 11 | Nicola Peltz | Balenciaga | 1.59% |
| 12 | Hailey Bieber | Saint Laurent | 1.58% |
| 13 | Kate Moss | Dior, Saint Laurent, Tom Ford | 1.48% |
| 14 | Lisa ลลิษา มโนบาล | Louis Vuitton, 6 Oct | 1.42% |
| 15 | Pedro Pascal | Chanel, 5 Oct | 1.41% |
| 16 | Jennifer Lawrence | Dior, 29 Sep | 1.32% |
| 17 | Rosé -BLACKPINK 박채영 | Saint Laurent, 29 Sep | 1.32% |
| 18 | Olivia Colman | Miu Miu runway, 4 Oct | 1.23% |
| 19 | Miranda Kerr | Stella McCartney and Dior, runway | 1.18% |
| 20 | Catherine Deneuve | Saint Laurent and Louis Vuitton | 1.17% |
Share among 479 measured names. Onclusive Monitor. Victoria Beckham is the designer of her own house, not a guest in the celebrity master. Heidi Klum was also at Christian Louboutin and the BoF 500 gala, both off the FHCM calendar. Cara Delevingne was also on the L’Oréal runway.
Rihanna at 3.29% is a first place with a short lead. The gap from first to twentieth is 2.12 points. On social, the gap from first to twentieth is 23.62 points. That is the whole finding. Social share in this extract records who arrived with an audience that already knew the spelling of the tag. News share records who a picture editor could caption without a fandom chart.
Victoria Beckham at 2.51% is both the designer and a celebrity. She showed her own collection on 2 October and came out to greet the room at the end. The name matches the house, and the appearance is still hers. Nicola Peltz, 11th in news, was at Balenciaga. She has been married to Brooklyn Beckham since April 2022. Brooklyn, the eldest son of David Beckham and Victoria Beckham, is the fourth Beckham name in the source ranking, at 22, behind David Beckham, 21st
The draft places the next Asian names far down the news list: Harvey of XG at 38, then Juyeon and Bae Suzy at 97. Lingling, Orm, Namping, Keng, Freen, Lena Miu and Becky, who hold the social top seven, are outside the news twenty. Lisa and Rosé are the only Asian names inside it.
The designers of the Paris Fashion Week SS27: 106 names, one inflated first place
Onclusive scored 106 creative directors on combined social and news share. When the designer lends his name to the brand, it automatically boosts its brand awareness (*)
| # | Designer and house | Combined share |
|---|---|---|
| 1 | Yohji Yamamoto, Yohji Yamamoto * | 32.7% |
| 2 | Anthony Vaccarello, Saint Laurent | 17.7% |
| 3 | Jonathan Anderson, Christian Dior | 14.2% |
| 4 | Daniel Roseberry, Schiaparelli | 7.2% |
| 5 | Alessandro Michele, Valentino | 4.7% |
| 6 | Matthieu Blazy, Chanel | 4.3% |
| 7 | Nicolas Ghesquière, Louis Vuitton | 2.0% |
| 8 | Michael Rider, Celine | 1.6% |
| 9 | Elie Saab, Elie Saab * | 1.5% |
| 10 | Miuccia Prada, Miu Miu | 1.4% |
| 11 | Isabel Marant, Isabel Marant * | 1.3% |
| 12 | Stella McCartney, Stella McCartney * | 1.2% |
| 13 | Victoria Beckham, Victoria Beckham * | 1.1% |
| 14 | Sarah Burton, Givenchy | 0.9% |
| 15 | Pelagia Kolotouros, Lacoste | 0.7% |
| 16 | Satoshi Kondo, Issey Miyake | 0.6% |
| 17 | Rei Kawakubo, Comme des Garçons | 0.6% |
| 18 | Pierpaolo Piccioli, Balenciaga | 0.5% |
| 19 | Jack McCollough and Lazaro Hernandez, Loewe | 0.4% |
| 20 | Chemena Kamali, Chloé | 0.4% |
Combined social and news share among 106 creative directors. * An asterisk marks an eponymous house. Onclusive.
Read past the first line.
Vaccarello at 17.7% and Anderson at 14.2% are the designers whose names are not the house. Roseberry at 7.2% tracks Schiaparelli’s social second place. Michele at 4.7% tracks Valentino’s Antibiblioteca show and Freen Sarocha’s 4.86%.
Blazy at 4.3% is Chanel’s first womenswear season under a new creative director, with Lena Miu, Keonho, Dua Lipa, Nicole Kidman, Pedro Pascal and Wang Yibo in the room on 5 October. Ghesquière at 2.0% is Louis Vuitton’s close, with Lisa, Felix, Zendaya and Emma Stone confirmed. Pharrell Williams is not the womenswear designer. He was in Paris, at Dior, Comme des Garçons and Sacai.
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Hashtag intelligence for Paris Fashion Week SS27: the city tag is first, barely
Some of the most popular hashtags used during Paris Fashion Week SS27. In this extract #pfw leads, and not by a margin that makes it the week. It has 3,388,657 mentions. #linglingkwong has 3,173,743. The analytics layer excludes strings massively generated by automated accounts. Languages in the measurement include Chinese, Thai, Korean and Tagalog. Hashtags below are linked to a house, a person at a house, or/and the fashion week itself.
| Hashtag | Mentions | Cluster |
|---|---|---|
| #pfw | 3,388,657 | Calendar |
| #linglingkwong | 3,173,743 | Lingling, Dior |
| #diorsummer27 | 2,210,925 | Dior |
| #dior | 2,206,827 | Dior |
| #ormkornnaphat | 2,153,414 | Orm, Dior |
| #lingorm | 1,923,845 | Lingling and Orm, Dior |
| #kengharit | 1,511,784 | Keng, Schiaparelli |
| #schiaparelli | 1,358,207 | Schiaparelli |
| #kengnamping | 1,269,234 | Keng and Namping |
| #lingormdiorsummer27 | 1,234,065 | LingOrm, Dior |
| #diorsummer27xlingorm | 1,100,129 | LingOrm, Dior |
| #chanelspringsummer | 967,435 | Chanel |
| #miumiuss27 | 920,613 | Miu Miu |
| #beckysangels | 882,219 | Becky, Miu Miu |
| #chanelss27xlenamiu | 855,869 | Lena Miu, Chanel |
| #valentinoss27xfreen | 838,668 | Freen, Valentino |
| #schiaparellixkengnamping | 827,702 | Keng and Namping, Schiaparelli |
| #lalinalena | 732,784 | Lena Miu, Chanel |
| #keonho | 708,442 | Keonho, Chanel |
| #tenforyslpfw27 | 706,868 | Ten, Saint Laurent |
| #chanel | 702,849 | Chanel |
| #miunatsha | 668,250 | Miu Natsha, Chanel |
| #valentinoantibiblioteca | 627,589 | Valentino |
| #saintlaurentxten | 595,561 | Ten, Saint Laurent |
| #lingormdiorairportlook | 586,031 | LingOrm, Dior |
| #miumiupfwxbecky | 551,153 | Becky, Miu Miu |
| #nampingster | 542,354 | Namping, Schiaparelli |
| #MiuMiuSS27xBecky | 538,116 | Becky, Miu Miu |
| #miumiu | 493,441 | Miu Miu |
| #celineete2027 | 492,734 | Celine |
| #ysl | 481,487 | Saint Laurent |
| #celine | 472,253 | Celine |
| #yslxmilkpansa | 471,366 | Milk Pansa, Saint Laurent |
| #valentinogaravani | 418,572 | Valentino |
| #bookkasidet | 360,629 | Book Kasidet, Celine |
| #antonxsaintlaurent | 355,563 | Anton, Saint Laurent |
| #saintlaurent | 334,406 | Saint Laurent |
| #antonxsaintlaurentss27 | 323,404 | Anton, Saint Laurent |
| #milkpansa | 301,442 | Milk Pansa, Saint Laurent |
| #parisfashionweek | 301,357 | Calendar |
| #felix | 293,822 | Felix, Louis Vuitton |
| #jeonghan | 292,829 | Jeonghan, Givenchy |
| #lisaxlvss27 | 287,087 | Lisa, Louis Vuitton |
| #ten | 272,869 | Ten, Saint Laurent |
| #srchafreen | 262,774 | Freen, Valentino |
| #saintlaurentss27 | 262,423 | Saint Laurent |
| #felixxlvss27 | 256,791 | Felix, Louis Vuitton |
| #lisaxlouisvuitton | 254,624 | Lisa, Louis Vuitton |
| #michaelrider | 253,595 | Michael Rider, Celine |
| #zeepruk | 252,380 | Zee Pruk, Yohji and Sandro |
| #linglingkwongxdiorsummer27 | 247,355 | Lingling, Dior |
Hashtag extract, September 27 S-October 7, 2026. Onclusive Social.
Three patterns hold across the full list.
First, the Dior cluster is a family, not a string: #diorsummer27, #dior, #lingormdiorsummer27, #diorsummer27xlingorm, #lingormdiorairportlook and #linglingkwongxdiorsummer27. Split them and Dior looks like six medium stories. Group them and Dior looks like the week.
Second, Schiaparelli’s house tag loses to a guest tag: #kengharit at 1,511,784 against #schiaparelli at 1,358,207, with #kengnamping, #schiaparellixkengnamping and #nampingster in the same family.
Third, Chanel, Valentino, Miu Miu, Saint Laurent and Louis Vuitton enter through a hybrid. #chanelss27xlenamiu, #valentinoss27xfreen, #miumiupfwxbecky and #MiuMiuSS27xBecky sit with the house tags, not under them. #felixxlvss27 has 256,791 mentions and #lisaxlvss27 has 287,087. Louis Vuitton’s close is real and late. It does not move the house above 2.95% of brand social share, because the Dior hour on 29 September had already set the denominator. #zeepruk at 252,380 is the person tag behind Yohji Yamamoto on the calendar and Sandro off it. #michaelrider at 253,595 is a creative-director string, not a house.
Alongside Paris Fashion Week SS27, Le Défilé L’Oréal, measured apart
This show is off the FHCM calendar. It opened the week on 28 September at Place Joffre. It is scored here on its own guest list, then again inside the 17-event off-calendar set below. Becky Armstrong’s name would otherwise be misread.
Among 47 names measured at Le Défilé, Becky Armstrong holds 28.19% of combined social and news share. Kendall Jenner is second at 6.02%. Aishwarya Rai is third at 5.25%, Nychaa fourth at 5.05%. The lead is large and narrower than in SS26, when Becky held 85.83% of a 15-name L’Oréal influencer list. Céline Dion, who closed the show, is 17th at 1.26%.
| # | Celebrities | Social and news SOV | Data by Onclusive. |
| 1 | Becky Armstrong เบ็คกี้ รีเบคก้ | 28,19% |
| 2 | Kendall Jenner | 6,02% |
| 3 | Aishwarya Rai | 5,25% |
| 4 | Nychaa ณิชา | 5,05% |
| 5 | Eva Longoria | 4,88% |
| 6 | Andie MacDowell | 4,82% |
| 7 | Viola Davis | 4,79% |
| 8 | Jane Fonda | 4,78% |
| 9 | Simone Ashley | 4,77% |
| 10 | Cara Delevingne | 4,69% |
| 11 | Kristen Bell | 4,49% |
| 12 | Aja Naomi King | 4,35% |
| 13 | Bebe Vio | 4,29% |
| 14 | Marie Bochet | 4,26% |
| 15 | Luma Grothe | 4,26% |
| 16 | Mu Zhicheng 穆祉丞 | 1,54% |
| 17 | Celine Dion | 1,26% |
| 18 | Zhou Ye 周也 | 1,08% |
| 19 | Mika Abdalla | 0,24% |
| 20 | Heidi Klum | 0,24% |
Combined social and news share among 47 names at Le Défilé L’Oréal Paris. Onclusive.
The Beckham week was a family story
Victoria Beckham is fourth in the news ranking at 2.51%, and eleventh among houses at 3.2%. She showed on 2 October at the Conciergerie, on Boulevard du Palais, and came out to greet the room. David Beckham was in the front row with three of their four children, Romeo, Cruz and Harper. Press reports also placed the sons’ partners, Kim Turnbull and Jackie Apostel, in that row. The house had a number to put next to the bow: Victoria Beckham Holdings posted its first operating profit in 2025, £7.3 million, on revenue of £129.8 million, up 15%. Bloomberg and the BBC reported the figures on 31 August 2026. The company was founded in 2008.
Brooklyn Beckham, the eldest son, was in Paris and was not at his mother’s show. The attendance log shows that Nicola Peltz, his wife since April 2022, was at Balenciaga on October 1. Reports the same week also put the couple at Messika. In January 2026 Brooklyn published a statement accusing his parents of controlling him and of trying to damage his marriage. That sentence, not a look, is what the Monday papers already had in the drawer.
The measured point is narrower than the headlines. Four Beckham names are in the news extract. None of them is in the social top twenty. The family rupture did not produce the 21.2 million mentions. Lingling Kwong and Orm Kornnaphat did. It did give editors a plot that a collection review does not supply. A commercial first, the first profit in the company’s history, ran underneath a story about who was missing from the Conciergerie.
Victoria Beckham the house and Victoria Beckham the person are both in the file. The 3.2% is her rank among 101 houses in digital news. The 2.51% is her rank among 479 celebrities. They are not the same denominator, and they are not added together.
Events during Paris Fashion Week SS27 outside the FHCM calendar
Onclusive analyzed 17 events that are not among the 101 houses. The share below is combined social and news, inside that set of 17 only. It is not added to the house tables. Le Défilé L’Oréal leads at 31.7%. Concept Korea is second at 20.1%. The BoF 500 gala is third at 17.9%. Sandro is fourth at 16.7%. Those four hold 86.4%. The other thirteen share 13.6%.
| # | Event | Date | Combined SOV | Data by Onclusive. |
|---|---|---|---|
| 1 | Le Défilé L’Oréal Paris | 28 Sep, 21:00 | 31.7% |
| 2 | Concept Korea / KOCCA | 1–2 Oct | 20.1% |
| 3 | BoF 500 gala | 3 Oct, Shangri-La | 17.9% |
| 4 | Sandro | 29 Sep and 2–3 Oct | 16.7% |
| 5 | Christian Louboutin | 2 Oct | 6.1% |
| 6 | Revolve | 30 Sep | 3.0% |
| 7 | MAC Cosmetics | 2 Oct | 1.9% |
| 8 | Messika | 1 Oct | 0.9% |
| 9 | Roger Vivier | Off calendar | 0.5% |
| 10 | H&M x Elie Saab | 1 Oct, party | 0.5% |
| 11 | AWGE | 30 Sep, Accor Arena | 0.3% |
| 12 | Tiffany & Co. x MAD | 29 Sep | 0.2% |
| 13 | W Magazine x Bloomingdale’s | 1 Oct | 0.1% |
| 14 | Zara x John Galliano | 1 Oct | 0.1% |
| 15 | L’Agence | 1–2 Oct | 0.1% |
| 16 | Johanna Ortiz | 4 Oct, 17:30 | 0.01% |
| 17 | Castelbajac x Barbie | During the week | 0.01% |
Combined social and news share among 17 off-calendar events, September 27–October 7, 2026. Onclusive. Not added to the 101-house tables. The Elie Saab show on 3 October stays on the FHCM calendar. Only the H&M party is in this set.
L’Oréal’s lead is the public show at Place Joffre, with Céline Dion closing and Becky Armstrong the largest name inside its own 46-person list.
Concept Korea’s 20.1% is the second line, and it is not a quiet presentation: #conceptkorea and #conceptkoreaxzeepruk were both above 22,000 mentions in the hashtag file. Sandro at 16.7% is the same guest moving to a second off-calendar room.
The BoF 500 gala at the Shangri-La on 3 October is third at 17.9%, ahead of every jewellery dinner and every beauty launch in the set. Louboutin at 6.1% is the only other event above 5%, with Jihyo confirmed on the path to the show. Revolve at 3.0% and MAC at 1.9% are the Olandria rooms. Messika at 0.9% is the haute joaillerie dinner, with Kim You-jung in the pairing tag. The H&M x Elie Saab party at 0.5% must not be folded into the Elie Saab show of 3 October, which remains inside the 101.
Below 0.5%, the set is a picture-desk week rather than a volume week: Roger Vivier, AWGE at the Accor Arena before the concert, the Tiffany dinner at the Musée des Arts Décoratifs, W Magazine with Bloomingdale’s, Zara’s Galliano launch, L’Agence, Johanna Ortiz at the Maison de l’Amérique latine, and Castelbajac with Barbie. They are in the file. They do not move the 17-event share.
Against the last two Paris seasons
| Metric | SS26, Sep 2025 | FW26, Mar 2026 | SS27, Oct 2026 |
|---|---|---|---|
| Social mentions | 21.13 million | 17.8 million | 21.2 million |
| Authors | 14.8 million | 12.1 million | 14.7 million |
| Reach | 153.6 million | 152.6 million | 154.1 million |
| Mainstream mentions | 35,275 | 17,936 | 26,404 |
| Brand social leader | Dior 46.20% | Dior 56.05% | Dior 45.04% |
| Celebrity social leader | LingOrm 18.10% | Lingling 31.8% | Lingling 24.31% |
SS26 and FW26 from Onclusive’s earlier Paris analyses. SS27 from the current extract. Celebrity denominators differ by season, so the shares are not a single index.
Volume returned to the SS26 level. Mainstream mentions did not: 26,404 against 35,275 a year ago, and against 17,936 in March. Dior’s social share is the lowest of the three seasons and still a multiple of second place. The celebrity lead moved from a paired credit, LingOrm at 18.10% in SS26, to Lingling alone at 31.8% in March, to Lingling at 24.31% with Orm 1.72 points behind. Schiaparelli’s second place on the brand board has no equivalent in the two earlier Paris extracts cited here.
Paris Fashion Week SS27: Strategic implications
For the press office
A recap that opens on Rihanna at Matières Fécales, Zendaya at Louis Vuitton and Nicole Kidman at Chanel has described a real week. It has not described the week that produced 21.2 million mentions. Those mentions were written by people who already knew #diorsummer27xlingorm and #schiaparellixkengnamping. Dior did not discover Lingling and Orm this season. It arrived with a pair whose March share was already above half of celebrity conversation. Schiaparelli’s social seat is the new line in the file, and it is a pair, not a silhouette.
For competitive tracking
Do not average the two rankings. Dior is the only house first on both. Schiaparelli bought conversation it did not convert into clippings at the same rate. Balenciaga and Celine bought clippings they did not convert into social share. A competitor note that treats 45.04% as a review of Jonathan Anderson’s collection will misread the hour of 29 September. The show mattered. The two guests did more of the measured work.
For the listening desk
Build the Thai strings first, in roman and in Thai script, then attach the house. Lingling, Orm, Namping, Keng, Freen and Becky each travel as a family of names. Leave #linglingkwong ungrouped and the dashboard reports an actress. Group it with #diorsummer27 and it reports a show. Keep #keonho inside a Chanel query. Bare, it will ingest every other conversation that name generates. Retire the assumption that last March’s engine is this October’s only engine: Dior is still first, and Schiaparelli is the house that moved.
For casting
No guest in this extract cleared both boards. Lingling and Orm hold 46.90% of celebrity social and sit outside the news twenty. Rihanna leads news at 3.29% and is not in the social twenty. Lisa is the exception, 13th and 14th, and the shares are 1.01% and 1.42%. If the brief is volume on Thai timelines, the evidence points to a pair with a shared tag already in use. If the brief is the Monday gallery, the evidence points to Matières Fécales, Chanel’s 5 October front row, and Louis Vuitton’s close. One name did not do both jobs this week.
Note on method
Share of voice and EMV (earned media value) answer different questions. Share of voice is conversation inside a defined set. Earned media value prices exposure. They are not substitutes. Celebrity shares cannot be compared across seasons without noting that SS26 used 322 names, FW26 used 234, and SS27 uses 479. A larger set compresses every share.
Houses and guests named above were checked against confirmed attendance for this calendar. Where a person sat at more than one show, the houses are listed. Where a news rank is inflated by an eponymous house, the table says so. The 17 off-calendar events are scored in their own table and are not mixed into the 101.
Data: Onclusive Social and Onclusive Monitor, September 27 to October 7,2026. Attendance cross-checked with the FHCM calendar and the confirmed front-row file for this season. Earlier Paris figures from Onclusive’s SS26 and FW26 analyses.
