Four capitals. One season. Thirty million mentions.
From September 9 to October 7, 2026, Onclusive tracked every major conversation generated by the SS27 Fashion Weeks in New York, London, Milan, and Paris. The analysis covers mainstream media and social platforms, spanning 418 brands, 1,070 celebrities and ambassadors, and more than 4,500 hashtags.
What the report reveals
- Why Dior captured 21.5% of global brand social share of voice, and how its September 29 peak redefined volume scale in Paris.
- How Thai talent once again concentrated the bulk of European social conversation, with Lingling Kwong alone accounting for 18.75% of celebrity share of voice.
- The multi-city amplification effect: how cross-week appearances (Calvin Klein + Dior, Tod’s + Miu Miu, Diesel + Yohji Yamamoto) turned certain ambassadors into cumulative volume drivers.
- The perception gap between social and digital news: only a small number of names appear in both Top 30s – Lisa ลลิสา มโนบาล (20th on social, 8th in digital news; NYFW/PFW – Bvlgari/Louis Vuitton). Asian talent that dominated social conversation remains largely absent from the news ranking.
- London’s volume ceiling: Burberry dominated its own week (55% local share of voice) yet nearly disappears from the aggregated four-city ranking.
- The geography of peaks: Calvin Klein on September 11, Burberry on the 21st, the Gucci–Moschino–Tod’s cluster on the 25th, Dior on the 29th, and Chanel on October 5.
- What hashtags reveal about the highest-performing brand × celebrity pairings, from the Lingling/Orm cluster at Dior to the Tle/Firstone duo at Moschino.
Who this report is for
- PR and communications teams building next-season ambassador strategies.
- Marketing and competitive intelligence leads tracking share of voice in luxury.
- Social media managers running multilingual, multi-script monitoring during Fashion Weeks.
- Consultants and agencies advising houses on their celebrity ecosystems.