From the Gucci twins to Balenciaga’s muddy runway and Balmain’s 3,000 spectators at the festival, this season’s presentation of the latest luxury brands collections felt more like a series of spectacular shows than a stereotypical display of clothing and accessories.
“There was a sense that everyone had to do something special. Not that it was necessary, but it was definitely seen as an advantage,” lingerie designer Laura Seidel told Vogue.
The numbers show that he is right. According to Instagram’s impression analysis, engagement on review-related posts was 65.8% higher with the opening of Fashion Week.
The rate on Weibo is also up, posting a 28.6% increase over the past seven days, and on TikTok, engagement growth for short fashion videos jumped 5.8%.
To put it bluntly, the latest fashion season has become one of the most followed on social media for some time, and this has led to a slew of viral videos and loud statements that followers have been following closely online.
Brands turned their attention to innovative show concepts and found that, in addition to influencers, in 2022 they could also rely on long-neglected provocative creative visions to reach more people and, consequently, to brand greater advertising reach for your new clothes.
This, of course, doesn’t mean that the power and influence of influencers and celebrities has suddenly waned. For the spring / summer 2023 season, popular personalities remained part of the fashion landscape, but this time they didn’t just sit and watch the show, but actively participated in the challenges that the designers brought to the public.
You can see the most interesting and popular moments on social networks in the gallery.
