## The Catwalk’s a Stage, But Social’s the Spotlight: Who Really Won AW25? Forget the front rows and the champagne, the real drama of fashion month unfolded online. As the AW25 shows wrapped, the digital buzz was deafening. But who emerged from the social media storm victorious? 💰 Who captured hearts (and clickbait) with their killer campaigns, viral moments, and influencer love? ⚡️ Vogue Business has the inside scoop on the brands that conquered the virtual runway, and trust us, some may surprise you. Ready to discover who ruled the digital world? ➡️ Let’s dive in! #AW25 #FashionMonth #SocialMediaSlay
From IG Stories to TikTok Trends: How Brands are Keeping Audiences Hooked
Fashion Month AW25 saw brands doubling down on social media engagement, realizing that simply showcasing collections on the runway isn’t enough anymore. The game is about creating immersive experiences that resonate with audiences across multiple platforms.
Instagram Stories remain a key tool for behind-the-scenes glimpses, influencer collaborations, and interactive Q&As, allowing brands to build a sense of intimacy with their followers. TikTok, however, is rapidly gaining traction, with its short-form video format proving particularly effective for showcasing looks in a dynamic and shareable way.
Brands like Gucci, known for its playful aesthetic, have successfully leveraged TikTok’s creative potential with viral dance challenges and user-generated content campaigns, tapping into the platform’s younger demographic. Meanwhile, luxury houses like Dior are using Instagram Stories to create a more curated and polished experience, offering sneak peeks of runway preparations, exclusive interviews with designers, and close-ups of intricate details.
The Shifting Landscape: Are Live-Shopping Shows the Future?
Live-shopping shows, which combine real-time product demonstrations with e-commerce functionality, are rapidly gaining momentum in the fashion industry. Instachronicles has reported extensively on this trend, and AW25 saw several brands experimenting with this innovative format.
Completedworks, a contemporary jewelry brand, hosted a live-shopping event featuring an interactive Q&A with the designers, showcasing their latest collection in detail. The event allowed viewers to purchase pieces directly through the live stream, blurring the lines between online and offline shopping experiences.
Brands like Farfetch and Matchesfashion have also incorporated live-shopping into their digital strategies, partnering with influencers and celebrities to host interactive sessions showcasing curated collections.
The Business of Buzz: Turning Social Media Heat into Profits
Social media buzz translates into tangible business results, and brands are increasingly prioritizing strategies to maximize its impact.
The Metrics That Matter: Understanding EMV and its Impact
Earned Media Value (EMV) is a key metric for measuring the financial impact of social media campaigns. EMV represents the estimated value of media coverage a brand receives through social media mentions, shares, and other organic interactions.
During AW25, Instachronicles analyzed EMV data across various platforms, revealing which brands and campaigns generated the most significant social media impact.
Building a Community: The Importance of Fan Engagement for Long-Term Success
Building a loyal and engaged community around a brand is essential for long-term success in the social media landscape.
Brands are increasingly investing in community-building initiatives, such as hosting online forums, creating exclusive content for followers, and responding to comments and messages promptly.
- Interactive Q&A sessions with designers during fashion shows strengthen the connection between brands and their audiences.
- User-generated content campaigns encourage followers to share their experiences with a brand, fostering a sense of community and authenticity.
- Increased personalization: Brands will leverage data and AI to deliver highly personalized content and shopping experiences to individual consumers.
- The metaverse and virtual fashion: Virtual fashion experiences will become increasingly sophisticated, blurring the lines between the physical and digital worlds.
- Social commerce will continue to grow: Shopping directly through social media platforms will become even more seamless and integrated into the consumer journey.
Looking Ahead: Predicting the Next Big Thing in Fashion Social Media
The fashion social media landscape is constantly evolving, with new trends and platforms emerging regularly.
Instachronicles predicts that the following trends will continue to shape the industry in the coming months and years:
Conclusion
So, who reigned supreme on the social media landscape this AW25 Fashion Month? While the answer might not be a single brand or name, “Vogue Business” shines a light on the evolving power dynamics within the industry. We saw established houses leverage the viral potential of TikTok, emerging brands forge their own unique paths with innovative campaigns, and influencers become key drivers of trends and conversations. This shift signifies a fundamental change in the fashion ecosystem. Social media is no longer a mere marketing tool; it’s a platform for shaping trends, fostering community, and directly connecting with consumers. Brands that fail to adapt to this dynamic landscape risk being left behind. As we move forward, expect to see even greater integration of social media into every facet of fashion, from design and production to marketing and retail. The lines between the physical and digital worlds will continue to blur, creating exciting new opportunities for creativity, innovation, and audience engagement. The future of fashion is social, and those who embrace it will undoubtedly lead the charge.