Fashion month for Spring/Summer 2027 generated $1.24 billion in earned media value, with brands shifting focus toward established ambassadors and niche community figures.

Spring/Summer 2027 fashion month generated $1.24 billion in earned media value (EMV), marking a 64% increase from the previous season. While global brands continued to rely on established ambassadors, Thai drama stars emerged as a dominant force in social media engagement, particularly in Paris. Brands also increasingly incorporated niche talent, including streamers, ceramicists, and athletes, to align with specific brand identities.

Regional Performance and Social Reach

Paris remained the leading city for social media reach, accounting for $795.6 million in EMV. Milan followed with $311.4 million, while New York and London generated $107 million and $27.3 million, respectively. On the Chinese platform Weibo, Paris Fashion Week achieved $328.6 million in EMV, with brand-focused topics outperforming celebrity-led content.

The Rise of Thai Talent and Niche Influencers

Thai actors dominated Instagram rankings in Paris, with the top five spots held by Thai talent who generated a combined $412.2 million in EMV. This success was driven by high-frequency posting and engaged fan bases. Conversely, some brands opted for a quieter approach, featuring niche figures like ceramicist Takuro Kuwata at Acne Studios, while others leaned into the growing influence of streamers like Kai Cenat and Marlon Lundgren Garcia.

Strategic Shifts in Casting

While some brands continued to feature high-profile celebrity cameos, industry observers noted a trend toward consistency with long-term ambassadors rather than unexpected stunts. Notable exceptions included Chanel, which featured model Rachel Ojuromi on its runway, and Miu Miu, which continued its tradition of surprise casting. Sports stars also maintained a significant presence, with athletes from tennis, football, and snooker appearing at various shows.