3 Standout Brand Strategies from Fashion Season

June and July's Menswear and Couture shows bring ample buzz to the fashion calendar, generating a collective $317M EMV, according to Lefty data. But with both vying for noise, which strategies generated the most significant media attention? Our Insights teams are calling out three note-worthy strategies: Presentations, Off-Schedule shows, and Remote Promotions. These approaches not only highlighted the creativity and adaptability of the top design houses, but also ensured maximum visibility and engagement despite crowded schedules.

1. Presentations provide intimacy

Stepping away from the usual fashion show format, key brands such as Ralph Lauren and Tod’s chose to showcase their collections via presentations. Both Menswear events, held in Milan, generated an impressive $862K and $1.6M EMV respectively, according to Lefty data.

Presentations allow an opportunity for storytelling that showcases a brand’s distinct identity: TOD'S SS25 presentation allowed for the luxurious leathers and precise hand-detailing of each product to take centre stage in a more intimate, human setting – in line with the brand’s narrative that new technologies cannot replace the artisan. 

TikTok videos posted by the brand of the hand-crafting of their SS25 shoes amassed significant attention, with each receiving between 2.5M and 4.3M views on TikTok, and 18.2M views on Instagram reels proving that the presentation format can amplify a brand's reach in a crowded fashion calendar.

Meanwhile, Ralph Lauren hosted a curated drinks and dinner experience which transported guests to the environment that inspired the collection: a luxurious summer dinner in Cannes. “What was really beautiful was I got a chance to actually physically go and touch the fabric,” key attendee Usher attested in a guest interview at the presentation. With closing performances from soul singer John Legend and composer Rufus Wainwright, the brand successfully utilised the presentation format to create an attention-grabbing, almost cinematic snapshot of the Pearl of the Riviera world. The exceptional world building, alongside a star studded guest list, helped drive the notion that by buying into the brand, the consumer can become a part of that lifestyle.

2. Off-Schedule ignites enthusiasm 

JACQUEMUS . continues to create impact through showing collections outside of fashion week schedules. This unique tactic has allowed the brand to build up anticipation ahead of the show without distraction, while the moment itself remains uninterrupted by calendar conflicts. This season, Jacquemus built suspense around its SS25 collection prior to the main event. Bella Hadid's appearance in Jacquemus at Cannes Film Festival generated $233K EMV for the brand, while Blackpink star, Jennie Kim's attendance at the show was teased ahead of the big day. The show in Capri, produced by BUREAU BETAK , gained 252M impressions on Instagram, and generated an impressive $20.3M EMV in total. This surpassed the EMV generated by most scheduled brands at Men’s SS25, only being exceeded by Dior, Louis Vuitton and Prada Group .

Off-schedule campaigns have helped the brand position its products as timeless and outside of the constraints of the season cycle. Moreover, it quite literally sets Jacquemus apart from other luxury fashion houses and ensured that all eyes were on them for the fashion house’s 15th anniversary collection.

3. Remote Promotions amplify the noise

Not all impact is generated on the ground. Remote promotions are emerging as a key way to capture attention globally, and work perfectly for talent who are unable to be present on show day. In a bid to widen reach across the APAC region, Prada Group and Dior have mastered their remote talent strategy, leveraging key K-Pop stars and Thai Drama actors to drive noise around the show.

K-Pop stars Katarina and group Enhypen made the top 10 influencers, and generated $3.56M EMV for Prada through their remote promotions. South Korean actor Hwang In Yeop remote promotion for Dior at Paris Fashion Week SS25 generated an impressive $2.4M EMV, and also made the top 10 influencer ranking. 

While brands have used remote promotions for ready-to-wear, Dior employed this strategy for their couture show. Korean actress Hong Su-Zu and influencers such as Coco Bassey and Elvira Legrand shared Instagram posts on 24th June directing their followers to dior.com to watch the show live. Most notably, Thai actress Tontawan Tantivejakul’s post alone generated $347K EMV. 

Remote promotions are an effective way for brands to increase outreach and noise around their events, but they are rarely used to promote couture. Whereas Couture's customer base remains small, digital platforms allow brands to conjure brand identity via elevated storytelling and brands are utilising leading figures globally to help spread the message beyond the confines of the showspace.

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