Online record: Paris Fashion Week generates nearly $800 million in media value
The Spring/Summer 2027 shows were the most visible fashion week yet, according to data firm Lefty. Dior alone accounted for almost half, boosted by stars from Thailand and China.
Archive image · Photo: Christopher Macsurak / Wikimedia Commons, CC BY 2.0 (cropped and resized)
Paris womenswear fashion week for Spring/Summer 2027 set a social media record. According to influencer marketing platform Lefty, it generated earned media value of $795.6 million between September 28 and October 7, up 59 per cent on a year earlier. The metric estimates what unpaid attention would have cost as advertising.
Dior led by a wide margin with $360 million, just over 45 per cent of the total and nearly four times its figure a year earlier. Schiaparelli followed with $63 million, Chanel with $57 million and Miu Miu with $46 million. Louis Vuitton reached $38 million, 7 per cent less than the previous year.
Asian celebrities were the main driver: Thai actress Orm Kornnaphat alone generated $112 million, according to Lefty. Chinese actress Dilraba Dilmurat brought Dior about $20 million by taking over the brand's Weibo account, FashionUnited reported. By comparison, Milan reached about $311 million and London $27.3 million.