Between September 9 and October 7, 2026, Onclusive tracked conversation across the four major fashion weeks -New York, London, Milan, and Paris. The SS27 Fashion Weeks report draws on 30 million mentions, 418 brands, 1,070 celebrities, and more than 4,500 hashtags. What it shows is not a balanced calendar. It is a small number of high-intensity brand and celebrity moments that absorbed most of the attention.
mentions on social media
mentions on social media
mentions on social media
mentions on social media
The volume of mentions on social media
Paris set the scale
Paris alone generated 21.2 million social mentions -more than four times Milan and nearly 35 times London. The September 29 Dior show was the single largest brand event of the season. In the SS27 Fashion Weeks report, Dior finishes with 21.5% of global brand social share of voice across all four weeks, more than double the next name. Calvin Klein (driven by its New York dominance) and Moschino (powered by its Milan celebrity cluster) follow. Together, the top three houses account for roughly 43% of all brand social mentions.
London illustrates the volume gap clearly. Burberry dominated its own week with more than 50% local share of voice, yet barely registers in the aggregated ranking. Absolute scale mattered more than local strength.
The SS27 Fashion Weeks Report
Get the full analysis of the four major fashion weeks: brand and celebrity share of voice, daily peaks, the social vs. digital news gap, multi-city amplification, and the hashtag mechanics that concentrated conversation.
Social conversation was driven by a handful of Thai names
On social media, the celebrity ranking is extremely concentrated. The top two names alone account for nearly 30% of celebrity conversation; the top five reach approximately 46%. Lingling Kwong ศิริลักษณ์คอง หลิงหลิง leads with 18.75%, amplified by her dual presence at Calvin Klein (New York) and Dior (Paris). Orm Kornnaphat กรณ์นภัส, also at Dior, follows at 10.97%. Moschino’s Tle Matimun เติ้ล มติมันท์ and Firstone Wannakorn เฟิร์สวัน วรรณกร are virtually tied for the next two places.
Multi-city attendance further concentrated volume. Several names in the upper ranks gained from appearing in more than one city – Becky Armstrong เบ็คกี้ รีเบคก้า (Tod’s + Miu Miu), Keng Harit หฤษฎ์ บัวย้อย, Thomas Teetut โทมัสธีร์ทัศน์, Bright Vachirawit ไบร์ทวชิรวิชญ์, Lisa, and Jisoo among them. Paris and Milan dominate the top 30; London and New York appear mainly through specific high-engagement names.
Digital news told a different story
Mainstream digital coverage was flatter and more Western. Jennifer Lopez leads at just 2.4%. The top 10 together account for roughly 15%. Names such as Gigi Hadid, Cynthia Erivo, Kate Moss, Rihanna, and Eva Longoria rank higher in news than they do on social.
Only a small number of names appear in both the social Top 30 and the digital news Top 30:
- Lisa ลลิสา มโนบาล (NYFW/PFW – Bvlgari/Louis Vuitton) – 20th on social, 8th in digital news
- Love Pattranite เลิฟภัทรานิษฐ์ (NYFW – Coach)
- Jisoo 김지수 (NYFW/PFW – Tommy Hilfiger/Dior)
Asian talent that dominated social conversation is largely absent from the news ranking. The SS27 Fashion Weeks report documents this gap in detail: social conversation was driven by Asian fanbases and multi-city schedules, while digital news remained oriented toward established Western names and traditional fashion media
Hashtags confirmed the same concentration
Celebrity × brand tags systematically outperformed pure brand tags once a high-engagement name was attached. The strongest clusters track the same moments already visible in the share-of-voice rankings: Calvin Klein + Lingling in New York, Moschino + Tle/Firstone in Milan, and Dior + Lingling/Orm in Paris. Paris hashtags regularly reached seven figures; London rarely exceeded low six figures.
What the full report contains
The SS27 Fashion Weeks report details the daily peaks, the brand and celebrity rankings, the multi-city amplification effect, the social-versus-news gap, and the hashtag mechanics that concentrated conversation. It covers the period from September 9 to October 7 across New York, London, Milan, and Paris.
Download the report to see how volume actually moved during the season -and which brand and celebrity moments defined it.
An analysis conducted using specialized Onclusive tools: Onclusive Monitor for media monitoring and analysis (TV, radio, podcasts, print, and digital), and Onclusive Social for social media listening (discussion platforms, forums, blogs, and social media).
The cover image was generated by a generative AI tool for illustrative purposes.
