Who Won Fashion Month FW26 On Social Media?

24 Mar 2026

While the industry recalibrated after last season’s wave of creative director debuts, this Fall/Winter cycle revealed a more measured and more concentrated landscape of influence. With fewer blockbuster moments and a more crowded global fashion calendar thanks to award season, overall visibility softened, but key players continued to command outsized impact.
This season generated $755 million in earned media value (EMV), a 14% dip from SS26 and a 1.3% decrease from FW25, according to influencer marketing platform Lefty and brand agency Karla Otto. (Lefty analyses the impressions and engagement generated by Instagram posts referencing every on-schedule show from influencers with over 10,000 followers. EMV is calculated as $1 per like.).

Paris remained the most powerful city by social media reach, generating $403.6 million in EMV, despite a 19% decline from SS26 and a 20% drop year-on-year. This contraction was mirrored in activity, with 26,377 posts and 4,571 influencers — down 7% and 8%, respectively.
As in previous seasons, Dior led the pack, ranking as the top-performing show across all four cities. The house generated $88 million in EMV on Instagram and $51.6 million on Weibo, accounting for roughly 22% of total EMV. That performance was once again driven by Asian talent: Thai actor and model Kornnaphat Sethratanapong (Orm) led the season with $21 million in EMV across 17 posts, followed by Thai-Chinese actor Sirilak Kwong ($15.5 million) and Blackpink’s Jisoo ($12.5 million). Notably, all three attended only Dior yet still ranked among the most impactful influencers of the entire season.

Chanel secured second place overall, with Matthieu Blazy continuing to build momentum for the house. The brand generated $55.8 million in EMV, marking a 73% year-on-year increase. This was driven by Thai actor Norawit Titicharoenrak, who contributed $10.6 million, alongside Blackpink’s Jennie, who drove $8.8 million.