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Wednesday, March 22, 2023

New York Fashion Week got its hype back, Launchmetrics data shows – WWD

New York Fashion Week got its mojo back, with the recent September edition’s media impact rising 145 percent, according to tabulations from Launchmetrics.

The four major fashion weeks garnered more media impact value for the spring 2023 season than the fall 2022 shows six months ago thanks to theatrical runway shows, clever use of celebrities and influencers, and large audiences of the Asia Pacific region.

Publishing its spring 2023 outlook on Wednesday, Launchmetrics said the fashion month generated $938.4 million in media impact value, or MIV, a scoring system that assigns a monetary value to each post, interaction or article about a brand or event.

He highlighted an “emerging trend” of runway moments featuring surprise celebrity appearances, including Paris Hilton at Versace, Cher at Balmain, Kim Kardashian at Dolce & Gabbana, Lil Nas X at Coach and Bella Hadid at Coperni, where she walked in a white dress. . dress that had been spray painted on her almost naked body.

Traveling shows, such as Fendi in New York and Victoria Beckham in Paris, were also new to the season.

Influencers gained steam, with their voice share more than doubling from last season and generating $214 million in MIV in the four fashion weeks, Launchmetrics said.

Vogue World’s giant show, marking the fashion title’s 130th anniversary, topped the runway rankings in New York, with Fendi coming in second with a show that featured collaborations with Marc Jacobs and Tiffany & Co.

Milan Fashion Week increased its media impact by 82 per cent, with China jumping to number three in the country rankings, from 17th.

South Korea was the largest audience for the Prada show, boosted by the presence of celebrities such as Jaehyun, Song Kang and Twice. Gucci’s show featured 68 pairs of identical twins, but one woman, Chiara Ferragni, won the brand almost a million in MIV.

Dior held firm to the number one position during Paris Fashion Week thanks to a huge turnout from celebrities and influencers, earning $34.9 million in MIV. Balenciaga’s “Mud” show came in second place, and Valentino jumped to third place from seventh place the previous season.

Overall, the French fashion capital saw its media impact rise 48 percent to $384.2 million.

Significant interest in London Fashion Week from China, India and Indonesia underlined its MIV, which was up 3 percent to $41.8 million. A collective show for emerging designers called On-Off topped the runway rankings, with 98 percent of its media impact attributed to mentions of traditional media headlines. Richard Quinn came second and Nensi Dojaka third.

The after-hours shows produced a variety of media buzz, with the Alexander McQueen exhibit during the Frieze art fair grossing $1.6 million at MIV; Ralph Lauren’s event in Los Angeles, California, brought in $9 million, and Burberry’s postponed runway show in London, England, brought in $17.8 million, boosted by the attendance of Thai actor Vachirawit Chivaaree, better known as Bright.

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