SS27 fashion month generated $1.24 billion in social EMV as Thai stars top Instagram rankings

Spring/Summer 2027 fashion month generated $1.24 billion in earned media value (EMV), a 64% rise from FW26’s $755 million, Vogue Business reported on Tuesday, 13 October, citing influencer marketing platform Lefty.

Cities and platforms

• Paris delivered $795.6 million in EMV (64% of the season); Milan $311.4 million (25%), New York $107 million (9%), London $27.3 million (2%).
• On Instagram, Dior ranked first globally with $360 million EMV (+309% year on year), driven in large part by Thai actress Kornnaphat Sethratanapong ($112 million across 20 posts).
• On TikTok, #PradaSS27 drew over 147 million views from about 1,900 posts. In Milan, Prada led with $61.2 million EMV.
• On Weibo, Paris Fashion Week alone generated $328.6 million EMV; Hot Topics saw more than 128 million engagements, often brand-led rather than celebrity-led.

Talent shift

Thai drama stars took all five top Instagram spots for Paris and together generated $412.2 million EMV — more than the entire Paris FW26 season ($403.6 million) — overtaking K-pop idols for the first time in Lefty’s ranking, said Anna Ross of Karla Otto. Brands also mixed niche guests (ceramicists, streamers, athletes) with long-term ambassadors; Tommy Hilfiger topped New York at $36 million EMV on its first runway since 2024.

Lefty calculates EMV as $1 per like on Instagram posts by accounts with 10,000+ followers that reference an on-schedule show.