{"id":106441,"date":"2026-10-19T14:42:47","date_gmt":"2026-10-19T14:42:47","guid":{"rendered":"https:\/\/newonclusivstg.wpengine.com\/?p=106441"},"modified":"2026-10-19T14:42:49","modified_gmt":"2026-10-19T14:42:49","slug":"ss27-fashion-weeks","status":"publish","type":"post","link":"https:\/\/onclusive.com\/en-gb\/resources\/blog\/ss27-fashion-weeks\/","title":{"rendered":"The SS27 Fashion Weeks: How a Few Celebrity \u00d7 Brand Moments Absorbed Most of the Conversation"},"content":{"rendered":"\n

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<\/a><\/strong> 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.

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\n 21,2 M <\/div>\n \n
Paris <\/div>\n \n
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mentions on social media<\/i><\/p>\n <\/div>\n \n <\/div>\n

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\n 5,1 M <\/div>\n \n
Milan<\/div>\n \n
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mentions on social media<\/i><\/p>\n <\/div>\n \n <\/div>\n

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\n 2,6 M <\/div>\n \n
New York<\/div>\n \n
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mentions on social media<\/i><\/p>\n <\/div>\n \n <\/div>\n

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\n 608 K <\/div>\n \n
Londres<\/div>\n \n
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mentions on social media<\/i><\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n

The volume of mentions on social media<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n


Paris set the scale<\/strong><\/h2>\n\n\n\n

Paris<\/a> alone generated 21.2 million social mentions -more than four times Milan<\/a> and nearly 35 times London. The September 29 Dior show was the single largest brand event of the season. In the SS27 Fashion Weeks repo<\/a>rt<\/strong>, 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 <\/a>dominance) and Moschino (powered by its Milan celebrity cluster) follow. Together, the top three houses account for roughly 43% of all brand social mentions.<\/p>\n\n\n\n

London<\/a> 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.

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\"SS27<\/a>
Top 20 brands by SOV on social media: Dior 21.5%, Calvin Klein 11.7%, Moschino 9.8%. Source: \u201cFashion Weeks SS27\u201d report<\/em> 
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The SS27 Fashion Weeks Report<\/h3>\n \n

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.<\/p>\n \n

\n \n Download the SS27 Fashion Weeks Report <\/a>\n <\/div>\n \n <\/div>\n\n <\/div>\n<\/section>\n\n\n


Social conversation was driven by a handful of Thai names<\/strong>
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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 \u0e28\u0e34\u0e23\u0e34\u0e25\u0e31\u0e01\u0e29\u0e13\u0e4c\u0e04\u0e2d\u0e07 \u0e2b\u0e25\u0e34\u0e07\u0e2b\u0e25\u0e34\u0e07<\/strong> leads with 18.75%, amplified by her dual presence at Calvin Klein (New York) and Dior (Paris). Orm Kornnaphat \u0e01\u0e23\u0e13\u0e4c\u0e19\u0e20\u0e31\u0e2a<\/strong>, also at Dior, follows at 10.97%. Moschino\u2019s Tle Matimun \u0e40\u0e15\u0e34\u0e49\u0e25 \u0e21\u0e15\u0e34\u0e21\u0e31\u0e19\u0e17\u0e4c and Firstone Wannakorn \u0e40\u0e1f\u0e34\u0e23\u0e4c\u0e2a\u0e27\u0e31\u0e19 \u0e27\u0e23\u0e23\u0e13\u0e01\u0e23<\/strong>  are virtually tied for the next two places.

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Multi-city attendance further concentrated volume. Several names in the upper ranks gained from appearing in more than one city – Becky Armstrong  \u0e40\u0e1a\u0e47\u0e04\u0e01\u0e35\u0e49 \u0e23\u0e35\u0e40\u0e1a\u0e04\u0e01\u0e49\u0e32 (Tod\u2019s + Miu Miu), Keng Harit \u0e2b\u0e24\u0e29\u0e0e\u0e4c \u0e1a\u0e31\u0e27\u0e22\u0e49\u0e2d\u0e22, Thomas Teetut \u0e42\u0e17\u0e21\u0e31\u0e2a\u0e18\u0e35\u0e23\u0e4c\u0e17\u0e31\u0e28\u0e19\u0e4c, Bright Vachirawit \u0e44\u0e1a\u0e23\u0e4c\u0e17\u0e27\u0e0a\u0e34\u0e23\u0e27\u0e34\u0e0a\u0e0d\u0e4c, Lisa, and Jisoo among them. Paris and Milan dominate the top 30;  London and New York appear mainly through specific high-engagement names.
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\"SS27<\/a>
Top 30 celebrity social SOV  -Lingling, Orm, Tle, Firstone. Source: \u201cFashion Weeks SS27\u201d report <\/em> <\/em><\/figcaption><\/figure>\n\n\n\n

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Digital news told a different story<\/strong><\/h2>\n\n\n\n

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.

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