The Milan Fashion Week Debrief
Milan Fashion Week saw its biggest season yet with an overall EMV (Earned Media Value) of $215 million across platforms, representing a stellar jump of 84% compared to last year, according to Lefty data.
Maximilian Davis keeps on taking Karla Otto client FERRAGAMO to new heights with a show that grew 95% year on year, generating an EMV of $7,4 million. With an aesthetic that speaks to the quiet luxury trend and an influencer strategy that comprises a diverse cast – think South Korean-born Soo Joo Park, French icon Tina Kunakey, American idol Dixie D'Amelio, Chinese actor Luke Chen and many more – the brand knows how to cut through the noise, landing in the top 10 designers that showed this season.
After TikTok propelled her to stardom in early September, Tube Girl Sabrina Bahsoon took over fashion week, already gracing the front row of HUGO BOSS ’ “CorpCore” show. The speed at which she rose to fame is unparalleled and definitely something to keep an eye on.
Indian KOLs carried on showing their influence throughout the week, with Hindi actor Alia Bhatt landing in the top 10, with an overall EMV of $3.7 million. With 79.8 million followers on Instagram, the potential reach for brand partnerships is immense.
Elsewhere, some designers used other techniques to get in the spotlight and used their slot on the calendar to show real attention-grabbing performances – Fabiana Filippi 's rotating stage was a highlight.
Stay tuned for the KARLA OTTO x Lefty Fashion Month report with more key numbers and trends to look out for.