{"id":82964,"date":"2026-02-17T13:35:19","date_gmt":"2026-02-17T13:35:19","guid":{"rendered":"https:\/\/newonclusivstg.wpengine.com\/?p=82964"},"modified":"2026-05-21T08:47:07","modified_gmt":"2026-05-21T08:47:07","slug":"new-york-fashion-week-fall-winter-2026","status":"publish","type":"post","link":"https:\/\/onclusive.com\/en-gb\/resources\/blog\/new-york-fashion-week-fall-winter-2026\/","title":{"rendered":"From runway to reach: Inside New York Fashion Week Autumn\/Winter 2026"},"content":{"rendered":"\n\n\n \n\t\t\t
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How Jennie, Kazuha, and a new wave of Asian celebrities turned New York Fashion Week front rows into global media events, and what it means for brands navigating fashion’s evolving influence economy.<\/span><\/i><\/p>\n

After our blog about NYFW SS26 Women in September<\/span><\/a>, here is our analysis of NYFW AW26 Women. New York Fashion Week Fall\/Winter 2026 ran from February 10 to 16, firing the starting gun on the industry’s most consequential month. <\/span><\/p>\n

Over six days, more than 100 designers unveiled their autumn\/winter collections, but the real story played out far beyond the runway. This season confirmed a structural shift that has been building for several years: <\/span>the celebrities sitting front row now<\/a> <\/span>generate more measurable media impact than the clothes walking past them.<\/b><\/p>\n

See also:<\/strong>
\nMilan Fashion Week FW26<\/a>
\nLondon Fashion Week FW26<\/a>
\nParis Fashion Week FW26<\/a><\/p>\n

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Key takeaways from New York Fashion Week FW26<\/b><\/h2>\n
    \n
  1. Calvin Klein’s sustained dominance: <\/b>For the second consecutive women\u2019s season, Calvin Klein captured over half of all brand mentions (52.67%), proving that its celebrity-first strategy is not a one-season anomaly but a repeatable playbook.\n

    <\/span><\/li>\n

  2. The Asian celebrity supercycle continues: <\/b>Seven of the top 20 most-mentioned celebrities are from Asia (South Korea, Thailand, and China), collectively accounting for over 73% of all celebrity share of voice.\n

    <\/span><\/li>\n

  3. Khaite’s breakout moment: <\/b>Rising from 0.18% SOV last September to 15.13% this season, Khaite’s partnership with Le Sserafim’s Kazuha catapulted the brand into the conversation’s second spot.\n

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  4. Multilingual hashtag ecosystems: <\/b>Top hashtags now span English, Korean, Chinese and Thai scripts, reflecting the truly global composition of fashion week audiences.\n

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  5. Fan armies as media multipliers: <\/b>Dedicated K-pop and Thai entertainment fandoms generated organic amplification at volumes that paid media struggles to match, making fan mobilization a critical variable in fashion PR strategy.\n

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  6. Mainstream media remains substantial: <\/b>With 11,146 mentions across print, digital, TV, radio, and podcasts, traditional outlets continue to provide depth and credibility alongside social media’s velocity.<\/li>\n<\/ol>\n

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    New York Fashion Week FW26 by the numbers: a media snapshot<\/b><\/h2>\n

     <\/p>\n

    Between February 10 and 16, New York Fashion Week FW26 generated a formidable media footprint across both social and mainstream channels.<\/span><\/p>\n

    Social media<\/b><\/h3>\n

    2.03 million mentions<\/b> were recorded across social platforms, driven by <\/span>1.12 million people talking about<\/b> fashion week topics. These conversations achieved a combined <\/span>reach of 152.2 million.<\/b><\/p>\n

    Mainstream media<\/b><\/h3>\n

    On the traditional media side, New York Fashion Week generated <\/span>11,146 mentions<\/b> across print, digital outlets, television, radio, and podcasts.<\/span><\/p>\n

    Compared to September’s SS26 edition (2.71 million social mentions, 17,927 mainstream articles), the February numbers tell an interesting story. While social mentions decreased by 25%, the mainstream media footprint also contracted somewhat, from 17,927 to 11,146 articles. This reflects the natural asymmetry between September (which also covers men’s shows and pre-fall content) and February’s more focused women’s ready-to-wear calendar. Yet the level of celebrity-driven amplification remained extraordinarily concentrated, as we will see in the sections below.<\/span><\/p>\n

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    \"
    New York Fashion Week FW26 mentions and reach in media and social media Data sourced from Onclusive 360 and Onclusive social listening services<\/a>, February\u00a0 10-16, 2026.<\/figcaption><\/figure>\n

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    The brand power ranking: who owned the New York Fashion Week conversation<\/b><\/h2>\n

    Among 119 fashion brands analyzed during New York Fashion Week FW26, the distribution of share of voice reveals a strikingly top-heavy landscape.<\/span><\/p>\n

    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Rank<\/b><\/td>\nBrand<\/b><\/td>\nShare of Voice (%).
    \nData by Onclusive<\/span><\/b><\/td>\n<\/tr>\n
    1<\/span><\/td>\nCalvin Klein Collection<\/b><\/td>\n52.67%<\/span><\/td>\n<\/tr>\n
    2<\/span><\/td>\nKhaite<\/b><\/td>\n15.13%<\/span><\/td>\n<\/tr>\n
    3<\/span><\/td>\nRalph Lauren<\/b><\/td>\n7.31%<\/span><\/td>\n<\/tr>\n
    4<\/span><\/td>\nCoach<\/span><\/td>\n5.50%<\/span><\/td>\n<\/tr>\n
    5<\/span><\/td>\nChristian Siriano<\/span><\/td>\n3.22%<\/span><\/td>\n<\/tr>\n
    6<\/span><\/td>\nTory Burch<\/span><\/td>\n2.18%<\/span><\/td>\n<\/tr>\n
    7<\/span><\/td>\nJane Wade<\/span><\/td>\n1.92%<\/span><\/td>\n<\/tr>\n
    8<\/span><\/td>\nMichael Kors Collection<\/span><\/td>\n1.48%<\/span><\/td>\n<\/tr>\n
    9<\/span><\/td>\nCarolina Herrera<\/span><\/td>\n1.48%<\/span><\/td>\n<\/tr>\n
    10<\/span><\/td>\nKim Shui<\/span><\/td>\n0.98%<\/span><\/td>\n<\/tr>\n
    11<\/span><\/td>\nMarc Jacobs<\/span><\/td>\n0.89%<\/span><\/td>\n<\/tr>\n
    12<\/span><\/td>\nCult Gaia<\/span><\/td>\n0.70%<\/span><\/td>\n<\/tr>\n
    13<\/span><\/td>\nElena Velez<\/span><\/td>\n0.52%<\/span><\/td>\n<\/tr>\n
    14<\/span><\/td>\nPrabal Gurung<\/span><\/td>\n0.40%<\/span><\/td>\n<\/tr>\n
    15<\/span><\/td>\nProenza Schouler<\/span><\/td>\n0.34%<\/span><\/td>\n<\/tr>\n
    16<\/span><\/td>\nLaQuan Smith<\/span><\/td>\n0.33%<\/span><\/td>\n<\/tr>\n
    17<\/span><\/td>\nChristian Cowan<\/span><\/td>\n0.32%<\/span><\/td>\n<\/tr>\n
    18<\/span><\/td>\nBach Mai<\/span><\/td>\n0.31%<\/span><\/td>\n<\/tr>\n
    19<\/span><\/td>\nDiotima<\/span><\/td>\n0.30%<\/span><\/td>\n<\/tr>\n
    20<\/span><\/td>\nAlice + Olivia<\/span><\/td>\n0.25%<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

    The 20 most prominent fashion brands at New York Fashion Week FW26, ranked by share of voice (SOV) among 119 fashion brands analyzed.<\/span><\/i><\/p>\n

     <\/p>\n

    What the ranking reveals<\/b><\/h3>\n

    Calvin Klein Collection<\/b> once again dominated the conversation with 52.67% share of voice. While this represents a decline from its near-monopoly of 69.58% in September (when Jung Kook’s partnership drove an extraordinary spike), it still means the brand commanded more than half of all fashion-week brand discussion. The sustained dominance across two consecutive seasons confirms that Calvin Klein’s celebrity-centric approach under creative director Veronica Leoni is not a flash in the pan, but a strategic moat.<\/span><\/p>\n

    The most remarkable shift this season belongs to <\/span>Khaite<\/b>, which surged from 0.18% SOV in September to 15.13%, a staggering 84x increase. The catalyst was its partnership with Le Sserafim’s Kazuha, whose dedicated fanbase propelled #KAZUHAxKHAITE and related hashtags to tens of thousands of mentions. For competitive intelligence professionals, Khaite’s trajectory is a textbook case of how a single strategic ambassador can redefine a brand’s media position overnight.<\/span><\/p>\n

    Ralph Lauren<\/b> (7.31%) benefited from its star-studded off-calendar show featuring Anne Hathaway, Lana Del Rey, and Kim Do-yeon, while <\/span>Coach<\/b> (5.50%) continued to leverage its cultural relevance through partnerships with younger talent. Further down the ranking, newcomers like <\/span>Cult Gaia<\/b> (0.70%) and <\/span>Diotima<\/b> (0.30%) registered meaningful mentions for first-time or emerging NYFW presences, suggesting that smaller brands can still break through when paired with the right cultural moment.<\/span><\/p>\n

    A note on methodology: <\/i><\/b>SOV<\/a> 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 (<\/a>Starting at 7 min 30 sec).\u00a0<\/span><\/i><\/p>\n

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    The Asian celebrity effect: the engine behind New York Fashion Week’s numbers<\/b><\/h2>\n

    If NYFW SS26 in September was the proof of concept, FW26 confirmed the thesis: Asian entertainment stars are now the single most powerful driver of New York Fashion Week media impact. This season, <\/span>seven of the top 20 most-mentioned celebrities are from Asia<\/b>, and together they accounted for more than 73% of all celebrity share of voice.<\/span><\/p>\n

    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Rank<\/b><\/td>\nCelebrity \/ Ambassador<\/b><\/td>\nShare of Voice (%)
    \nData by Onclusive<\/span>
    \n<\/b><\/td>\n<\/tr>\n
    1<\/span><\/td>\nJennie (Blackpink)<\/b><\/td>\n45.30%<\/span><\/td>\n<\/tr>\n
    2<\/span><\/td>\nKazuha (Le Sserafim)<\/b><\/td>\n13.76%<\/span><\/td>\n<\/tr>\n
    3<\/span><\/td>\nMilk Pansa<\/b><\/td>\n12.56%<\/span><\/td>\n<\/tr>\n
    4<\/span><\/td>\nHuda<\/span><\/td>\n3.35%<\/span><\/td>\n<\/tr>\n
    5<\/span><\/td>\nDakota Johnson<\/span><\/td>\n2.39%<\/span><\/td>\n<\/tr>\n
    6<\/span><\/td>\nSoyeon (I-dle)<\/strong><\/td>\n2.10%<\/span><\/td>\n<\/tr>\n
    7<\/span><\/td>\nSong Yuqi (I-dle)<\/strong><\/td>\n2.09%<\/span><\/td>\n<\/tr>\n
    8<\/span><\/td>\nPost Malone<\/span><\/td>\n1.41%<\/span><\/td>\n<\/tr>\n
    9<\/span><\/td>\nLana Del Rey<\/span><\/td>\n1.37%<\/span><\/td>\n<\/tr>\n
    10<\/span><\/td>\nHudson Williams<\/span><\/td>\n1.27%<\/span><\/td>\n<\/tr>\n
    11<\/span><\/td>\nCheng Xiao<\/strong><\/td>\n1.24%<\/span><\/td>\n<\/tr>\n
    12<\/span><\/td>\nFrancois Arnaud<\/span><\/td>\n0.83%<\/span><\/td>\n<\/tr>\n
    13<\/span><\/td>\nNaomi Watts<\/span><\/td>\n0.82%<\/span><\/td>\n<\/tr>\n
    14<\/span><\/td>\nElle Fanning<\/span><\/td>\n0.76%<\/span><\/td>\n<\/tr>\n
    15<\/span><\/td>\nAmanda Seyfried<\/span><\/td>\n0.74%<\/span><\/td>\n<\/tr>\n
    16<\/span><\/td>\nAnne Hathaway<\/span><\/td>\n0.70%<\/span><\/td>\n<\/tr>\n
    17<\/span><\/td>\nRihanna<\/span><\/td>\n0.68%<\/span><\/td>\n<\/tr>\n
    18<\/span><\/td>\nBrooke Shields<\/span><\/td>\n0.60%<\/span><\/td>\n<\/tr>\n
    19<\/span><\/td>\nKrystal Jung (f(x))<\/strong><\/td>\n0.55%<\/span><\/td>\n<\/tr>\n
    20<\/span><\/td>\nAnna Wintour<\/span><\/td>\n0.49%<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

    The top 20 most mentioned ambassadors and celebrities in social media during New York Fashion Week FW26. Share of voice among 175 analyzed. Bold highlighted rows indicate Asian celebrities<\/span><\/i><\/p>\n

     <\/p>\n

    Jennie (Blackpink): the undisputed queen of New York Fashion Week, 45.30% SOV<\/b><\/h3>\n

    Blackpink’s Jennie alone commanded nearly half of all celebrity conversation. Her presence at Calvin Klein, reinforced by the viral #JennieWearsCalvin hashtag (65,270 mentions), created a media event that transcended fashion circles and penetrated mainstream pop culture. For Calvin Klein, Jennie is the successor to the Jung Kook partnership that dominated September, maintaining the brand’s grip on K-pop fandom.<\/span><\/p>\n

    Kazuha (Le Sserafim): the breakout star, 13.76% SOV<\/b><\/h3>\n

    Le Sserafim member Kazuha’s appearance at Khaite generated a tidal wave of fan-created content. The #KAZUHAxKHAITE ecosystem (combining English, Korean, and transliterated hashtags) collectively surpassed 170,000 mentions. Crucially, Kazuha’s impact is what propelled Khaite from relative social media obscurity to the second-most discussed brand of the season. This is a case study in how a single ambassador can transform a brand’s competitive position.<\/span><\/p>\n

    Milk Pansa: Thai star power, 12.56% SOV<\/b><\/h3>\n

    Thai celebrity Milk Pansa’s partnership with Calvin Klein continued to deliver extraordinary results. The #calvinkleinXMilk hashtag led all hashtags this season with 358,133 mentions, surpassing even Jennie’s branded tags. This demonstrates the scale of Thai entertainment fanbases and their willingness to engage in brand-specific content creation. With hashtags appearing in Thai script alongside English, Milk Pansa’s impact reflects a truly multilingual, multi-market amplification strategy.<\/span><\/p>\n

    The I-dle factor and Cheng Xiao<\/b><\/h3>\n

    K-pop group I-dle placed two members in the top 20: Soyeon (2.10%) and Song Yuqi (2.09%), collectively accounting for over 4% of celebrity SOV. Meanwhile, Chinese performer Cheng Xiao (1.24%) and f(x)’s Krystal Jung (0.55%) further diversified the Asian celebrity presence, spanning Korean, Chinese, and Thai entertainment industries.<\/span><\/p>\n

    What this means for brands<\/b><\/h3>\n

    The data presents a clear conclusion for PR and marketing professionals. Asian celebrity partnerships are no longer an experimental tactic; they are the primary lever for generating outsized media impact at fashion week. However, the strategy requires genuine cultural alignment rather than superficial endorsement. The most successful partnerships this season, Jennie at Calvin Klein and Kazuha at Khaite, worked because the brand aesthetic and the celebrity’s personal brand were credibly connected.<\/span><\/p>\n

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    Hashtag intelligence: mapping the New York Fashion Week conversation in four languages<\/b><\/h2>\n

    The hashtag landscape at New York Fashion Week FW26 reveals how fashion week conversations now operate across linguistic and cultural boundaries simultaneously. Here are the top 20 hashtags by usage volume:<\/span><\/p>\n

    \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Hashtag<\/b><\/td>\nMentions<\/b><\/td>\n<\/tr>\n
    #calvinkleinXMilk<\/span><\/td>\n358,133<\/span><\/td>\n<\/tr>\n
    #MilkPansa<\/span><\/td>\n208,624<\/span><\/td>\n<\/tr>\n
    #CALVINKLEIN<\/span><\/td>\n172,327<\/span><\/td>\n<\/tr>\n
    #JENNIE<\/span><\/td>\n133,044<\/span><\/td>\n<\/tr>\n
    #NYFW<\/span><\/td>\n98,798<\/span><\/td>\n<\/tr>\n
    #nyfw26<\/span><\/td>\n76,059<\/span><\/td>\n<\/tr>\n
    #JennieWearsCalvin<\/span><\/td>\n65,270<\/span><\/td>\n<\/tr>\n
    #kazuha<\/span><\/td>\n58,800<\/span><\/td>\n<\/tr>\n
    #milklove<\/span><\/td>\n53,678<\/span><\/td>\n<\/tr>\n
    #\u0e21\u0e34\u0e49\u0e25\u0e04\u0e4c\u0e40\u0e25\u0e34\u0e1f (MilkLove)<\/span><\/td>\n51,231<\/span><\/td>\n<\/tr>\n
    #LE_SSERAFIM (Kazuha)<\/span><\/td>\n45,322<\/span><\/td>\n<\/tr>\n
    #\u0e23\u0e49\u0e40\u0e0b\u0e23\u0e32\u0e1f\u0e34\u0e21 (Kazuha)<\/span><\/td>\n44,874<\/span><\/td>\n<\/tr>\n
    #\u0e21\u0e34\u0e49\u0e25\u0e04\u0e4c\u0e1e\u0e23\u0e23\u0e29\u0e32 (milkpansa)<\/span><\/td>\n41,473<\/span><\/td>\n<\/tr>\n
    #KazuhaxKhaite<\/span><\/td>\n37,261<\/span><\/td>\n<\/tr>\n
    #KazuhaForKhaite<\/span><\/td>\n34,751<\/span><\/td>\n<\/tr>\n
    #hudaxnyfw<\/span><\/td>\n21,648<\/span><\/td>\n<\/tr>\n
    #ChengXiao<\/span><\/td>\n19,871<\/span><\/td>\n<\/tr>\n
    #krystal<\/span><\/td>\n19,073<\/span><\/td>\n<\/tr>\n
    #\uce74\uc988\ud558 (Kazuha)<\/span><\/td>\n18,588<\/span><\/td>\n<\/tr>\n
    #Mimiv<\/td>\n17,500<\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

    Top 20 hashtags by usage volume. Excludes hashtags massively generated by bot accounts.<\/i><\/p>\n

     <\/p>\n

    Several patterns emerge from this data. First, <\/span>brand-celebrity hybrid hashtags dominate over generic event tags.<\/b> The #NYFW hashtag (98,798 mentions) was outperformed by multiple celebrity-brand combinations, including #calvinkleinXMilk (358,133) and #MilkPansa (208,624). This inversion tells us that audiences engage with fashion week through their relationship with specific celebrities, not the event itself.<\/span><\/p>\n

    Second, <\/span>the multilingual hashtag ecosystem is a feature, not a bug.<\/b> Thai-script hashtags for Milk Pansa and Korean-script hashtags for Kazuha appear alongside their English equivalents. For social media monitoring professionals, this means that English-only tracking will miss a substantial portion of the conversation. Effective monitoring now requires multi-script keyword configuration.<\/span><\/p>\n

    Third, the <\/span>Kazuha-Khaite hashtag constellation<\/b> is particularly instructive. Rather than one dominant hashtag, the conversation fragmented across #KazuhaxKhaite, #KazuhaForKhaite, and Korean-script variations. Combined, these exceeded 130,000 mentions, showing how fan communities organically create multiple entry points into the same conversation.<\/span><\/p>\n

    Note: The first hashtag in Chinese is in 21st place: it is #\u7a0b\u6f47 (Cheng Xiao).<\/p>\n

     <\/p>\n

    \"New
    The interactive map of influential accounts on NYFW reveals a powerful ecosystem of dedicated K-pop, Thai and chinese entertainment fandoms generating organic amplification at high volumes. Dataviz by Social Listening platform<\/a><\/figcaption><\/figure>\n

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    Season-over-season: what changed at New York Fashion Week from September to February<\/b><\/h2>\n

    Comparing New York Fashion Week FW26 (February 2026) with NYFW SS26 (September 2025) reveals both continuity and evolution in the fashion week media landscape.<\/span><\/p>\n

    What stayed the same<\/b><\/h3>\n