July 14, 2020
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March 22, 2023
Top-tier fashion brands, celebrities, and creators came together for Milan Fashion Week 2023, held in February. Ready to strut the runway, models debuted Fall/Winter collections in the fashion capital of the world. It’s clear that any brand that received a golden invite to the exclusive event is noteworthy, but some brands stood out from the rest. Let’s take a look at which fashion brands led the charge at the global event, thanks to savvy leveraging of their creator communities.
Coming in hot as the No. 1 fashion brand in February, Prada enjoyed a 12% month-over-month EMV boost, totaling $31.4M. Of this haul, $9.3M (30%) derived from powerhouse brand partners, indicating an increased investment in this influential community tier. Through a paid partnership with the brand, 18-year-old TikTok superstar Charli D’Amelio (@charlidamelio) made an appearance at Milan Fashion Week, decked out in head-to-toe Prada, alongside boyfriend Landon Barker (@landonbarkerr). Charli promoted her presence via 11 social posts shared with her 198.5M total followers across Instagram and TikTok, ultimately garnering $1.3M EMV. Meanwhile, actress Emma Roberts (@emmaroberts) also shared her love for the brand, reeling in $755.4K EMV. In all, hashtags pertaining to Milan Fashion Week generated $2.3M EMV.
With an impressive 78% EMV growth in February (totaling $17.3M), iconic fashion house Dolce & Gabbana served as a prime example for how brands can expand their viral footprints by leveraging a loyal creator community. With a 73% increase in its community size, the luxury fashion brand was able to amplify its new line, which debuted at the event.
Leading the charge was reality TV superstar Kim Kardashian (@kimkardashian), who generated a healthy $2.4M EMV across 19 posts shared with her whopping 349M Instagram followers, landing her as the brand’s top EMV-driver by a long shot. Kardashian’s family members—sisters Khloe Kardashian (@khloekardashian) and Kylie Jenner (@kyliejenner), as well as mother Kris Jenner (@krisjenner)—advocated for the brand as well. Additionally, German content creator Leonie Hanne (@leoniehanne) sported dazzling Italian glam at the show, mentioning the brand 32 times during February and generating $923.2K EMV. Ultimately, #MilanFashionWeek and #MFW inspired $837.1k and $619.4k EMV, respectively.
Lastly, a brand that calls Milan home—Bottega Veneta—made a splash at the industry-leading event. Designer Matthieu Blazy’s (@matthieu_blazy) newest collection drew substantial attention from creators, with media brands proving to be the brand’s most valuable ambassadors. In all, Bottega Veneta’s brand partners increased EMV generation by 28% MoM (totaling $8.7M). Through 28 posts, British media brand i-D (@i_D) collected a significant $476.7k EMV, a 133k% MoM growth.
Additionally, many posts mentioning the brand featured BTS leader RM’s (@rkive) presence at the show, leading fans to speculate whether a brand deal is on the way. In fact, the top six EMV-driving posts for the brand all featured the rapper turning heads at Milan Fashion Week.
Today, traditional marketing and event attendance only accounts for a fraction of a brand’s impact and revenue. In order to stay relevant, and amplify other marketing programs, luxury fashion brands need to leverage the power of creators to connect with their audience.
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“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”
“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”
