Burberry, JW Anderson, Mains Win London Fashion Week Social Media
LONDON — Burberry, JW Anderson, Mains, Odd Muse and Paul Costelloe are some of the most influential brands for the spring 2024 season during London Fashion Week, according to social media data compiled by influencer analytics firm WeArisma.
The company noted that Burberry’s show at Highbury Fields saw a significant boost in media value, thanks to a post by footballer Bukayo Saka, generating a media value of $297,700.
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Other celebrities with major online draws that attended the show included ambassadors Bright, Son Heung-min, Jun Ji-Hyun and Chen Kun, as well as Michael Ward, Jodie Comer, Rachel Weiss, Kylie Minogue and Barry Keoghan.
JW Anderson also capitalized on celebrity appearances, with one Instagram reel of Kit Connor’s interview driving a media value of $689,700. Other key attendees of the show at Roundhouse, Camden, included Charli XCX, Griff, Ben Whishaw, Sophie Okonedo, Cole Sprouse, Chloe Cherry, Afua Hirsch, Mia Regan, Mimi Keene and Jenna Coleman.
The runway debut of Skepta’s revived fashion label Mains secured third place in media value due to its association with the British rapper. HighSnobiety’s Instagram post about the show, praising the brand’s stylish return, generated a media value of $151,500.
Naomi Campbell, Stormzy, Maisie Williams and Louis Theroux were among the attendees of the event at Banking Hall in London’s financial district. The musician’s designer friends — Ozwald Boateng, Matthew M. Williams, Charaf Tajer and Mowalola Ogunlesi — were also present.
Bosse Myhr, director of womenswear and menswear at Selfridges, said the brand’s offering is “very relevant to what the customers want right here, right now, and captured the zeitgeist of London perfectly.”
Dimitra Petsa’s sensual dance performance during her spring 2024 show also yielded considerable online attention. Vogue France’s Instagram post about the brand’s show generated a media value of $149,400.
In terms of top engagement rates performers, Odd Muse and Paul Costelloe managed to reach way beyond their respective communities.
WeArisma noticed that Odd Muse’s founder Aimee Smale’s social media posts helped the brand to achieve a 308.6 percent engagement rate, while Paul Costelloe’s partnerships with micro fashion influencers contributed to its high engagement rate.
In comparison, a top-performing video from Vogue’s Instagram has an engagement rate between 0.04 and 0.07 percent.
Simone Rocha was among the most mentioned brands this season alongside Burberry and JW Anderson, due in large part to her collaboration with Crocs. Buyers from Holt Renfrew, Moda Operandi, Mytheresa, Nordstrom and Harvey Nichols also praised these darkly glamorous, embellished Crocs are the must-have piece to have for next spring.
WeArisma was founded by Jenny Tsai in 2015 after she left her post as director of digital media at Hearst. The company specializes in measuring the marketing power of online influencers and celebrities in fashion, beauty, luxury and travel. Earlier this year, it raised 2.5 million pounds in its latest funding round led by the investment syndicate Adjuvo.
Similar to rival Launchmetrics, WeArisma uses proprietary technology to calculate the media impact value of brands and products when they appear on, or are endorsed by, an influencer or celebrity.
Launch Gallery: They Are Wearing: London Fashion Week Spring 2024
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