Fashion: 5 Brands That Dominated the Social Conversation During Paris Fashion Week
- InsightTrendsWorld
- Mar 25
- 10 min read
Why it is the topic trending:
Analysis of Paris Fashion Week: Paris Fashion Week is a major global event in the fashion industry, and its trends and highlights are always of significant interest to fashion enthusiasts, industry professionals, and the media.
Social Media as a Key Indicator: The article focuses on which brands generated the most conversation on social media platforms like Instagram and TikTok. Social media has become a crucial barometer of public opinion and engagement in the fashion world.
Comparison of Critical Acclaim vs. Social Buzz: The analysis contrasts the brands favored by critics (Tom Ford, Givenchy) with those that resonated most with social media users (Schiaparelli, Coperni, Chanel), highlighting potential discrepancies between industry and consumer perspectives.
Identification of Engagement Drivers: The article delves into the reasons why certain brands captured social media attention, such as inventive staging, nostalgic references, celebrity appearances, and unexpected moments.
Use of AI-Powered Analysis: The methodology of using BoF INSIGHTS PULSE, an AI-powered tool, adds a layer of data-driven insight to the discussion, making the findings more compelling.
Overview:
The article analyzes which brands generated the most user-generated content on social media (Instagram and TikTok) during Paris Fashion Week Autumn/Winter 2025, using the AI-powered tool BoF INSIGHTS PULSE. While critics often have their favorite collections, the analysis reveals that Schiaparelli, Coperni, and Chanel led the social media conversation, driven by factors like inventive staging, nostalgic nods, celebrity power, and unforeseen events. The article explores the specific moments and elements that contributed to the social buzz around these top brands and discusses the implications for how fashion brands can leverage fashion shows for online engagement.
Detailed Findings:
Top 3 Brands on Social Media: Schiaparelli, Coperni, and Chanel were the most talked about brands on Instagram and TikTok during Paris Fashion Week AW 2025.
Schiaparelli (8.3% Share of Voice):
Praised for Daniel Roseberry's "Lone Star" collection, blending Western gingham and oversized silhouettes with the brand's surrealist style.
Buzz around gold statement jewelry, especially finger jewelry.
Top moments included rapper Doechii in a custom Schiaparelli gown (praised for confidence and individuality) and Doja Cat in a zebra-print dress.
Collection resonated for its refreshed vision of femininity, reclaiming toughness while celebrating elegance.
Coperni (7.9% Share of Voice):
Unusual staging featuring a large-scale LAN party sparked debate about the evolution of fashion shows.
Gen Z embraced the integration of gaming culture and technology with high fashion.
Top moments included the fusion of a runway and live e-sports arena and the widely shared Tamagotchi x Swipe Case bag collaboration (digital nostalgia).
Show underscored the convergence of luxury fashion and gaming, positioning Coperni at the forefront of digital-first experiences.
Chanel (6.1% Share of Voice):
Discussions centered on classic tweed pieces with updated silhouettes in vibrant colors, sparking debate about modernization.
Reinterpretation of signature pearls (especially the oversized crossbody bag) sparked mixed reactions and became a TikTok meme.
Front-row celebrity appearances (Tyla, Camila Cabello, Elle Fanning) generated buzz.
Top moment: An unplanned runway cameo by a stray pigeon amused audiences.
Ongoing debates about the brand's modernization raise stakes for Matthieu Blazy's upcoming debut.
Victoria Beckham (6.1% Share of Voice):
Minimalist aesthetic with clean lines, bold colors, and unexpected pairings was highlighted.
Discussions around the Beckham family's presence reinforced aspirational family values.
Top moments included the Beckham family's front-row presence and Victoria Beckham's closing appearance.
Social dialogue underscored the brand's evolving aesthetic and the appeal of "quiet luxury" and "comfy chic."
Saint Laurent (5.9% Share of Voice):
Reinterpretation of 1980s power dressing with strong shoulders and belted waists sparked debate about modernization.
Excitement for Anthony Vaccarello's confident femininity, bold color blocking, and vintage-inspired luxurious fabrics.
Top moments included Bella Hadid's runway appearance and Blackpink's Rosé's attendance.
Strategic use of star power amplified the brand's reach and impact.
Other Brands in Top 10: Miu Miu, Courrèges, Stella McCartney, Rabanne, and Dries Van Noten also generated social media excitement for various reasons.
Debuts at Tom Ford and Givenchy: While critically acclaimed, these debuts didn't generate enough social media buzz to rank in the top 10, though sentiment was largely positive.
BoF INSIGHTS PULSE Tool: Described as an AI-powered social intelligence tool to analyze user-generated content, identify trends, and understand brand perception.
Key Takeaway:
While critical acclaim is important, social media conversation during Paris Fashion Week was dominated by Schiaparelli, Coperni, and Chanel due to their inventive and buzzworthy shows, highlighting the power of unique moments, celebrity influence, and engaging with current cultural trends to capture online audience attention.
Main Trend: The Democratization of Fashion Week Through Social Media Engagement
Description of the trend: This trend signifies how social media platforms have empowered a wider audience to participate in and shape the narrative around major fashion events like Paris Fashion Week. User-generated content now plays a significant role in determining which brands and moments resonate most, often differing from traditional critical assessments.
What is consumer motivation:
Desire for Real-Time Access and Participation: Social media allows users to experience Fashion Week vicariously in real-time and share their opinions and reactions.
Expression of Personal Style and Preferences: Users engage with content that aligns with their aesthetic tastes and share what resonates with them.
Celebrity Culture and Fan Engagement: The presence of celebrities at fashion shows is a major draw, and fans are motivated to follow and comment on their appearances.
Appreciation for Creativity and Innovation: Users are often drawn to unique and imaginative runway presentations and collections.
Opportunity for Dialogue and Debate: Social media provides a platform for users to discuss and debate different aspects of the fashion shows and collections.
Humor and Entertainment: Unexpected or meme-worthy moments, like the pigeon at Chanel, capture attention and are shared for entertainment.
What is driving trend:
Ubiquity of Social Media: Platforms like Instagram and TikTok have become integral to how people consume and share information about fashion.
Increased Accessibility to Fashion Content: Live streams, behind-the-scenes glimpses, and user-generated content make Fashion Week feel more accessible to a global audience.
Influence of Social Media Algorithms: The algorithms on these platforms amplify content that generates high engagement, leading to certain brands and moments becoming more visible.
Shift in Power Dynamics: Social media has, to some extent, shifted the power of determining what's "hot" from traditional fashion critics to the broader online community.
Brands' Strategic Use of Social Media: Brands actively create content and engage with users on social media to maximize their visibility during Fashion Week.
What is motivation beyond the trend:
Beyond the immediate engagement with Fashion Week content, this trend might reflect:
Democratization of Traditionally Exclusive Spaces: Social media allows wider participation in events that were once exclusive to industry insiders.
Emphasis on Authenticity and Relatability: User-generated content often feels more authentic and relatable than highly produced official content.
The Desire to Have a Voice and Share Opinions: Social media provides a platform for individuals to express their perspectives on various topics, including fashion.
Description of consumers article is referring to:
The article refers to social media users engaging with Paris Fashion Week content, likely including:
Age: Primarily younger demographics, including Gen Z and Millennials, who are the most active users on platforms like TikTok and Instagram. However, fashion enthusiasts of all ages who use these platforms are included.
Gender: Not specifically differentiated, as interest in fashion is broad across genders.
Income: Likely a wide range, as social media is accessible to many. Interest in high fashion might correlate with higher disposable income, but engagement with content can be driven by aspirational interests as well.
Lifestyle: Includes individuals interested in fashion, pop culture, and celebrity news, who actively use social media to consume and share content related to these topics. This encompasses fashion enthusiasts, fans of the featured celebrities and brands, and casual observers of cultural events.
Conclusions:
The analysis by BoF INSIGHTS PULSE highlights that social media conversations during Paris Fashion Week are driven by factors beyond critical acclaim, with inventive presentations, celebrity endorsements, nostalgic elements, and even unexpected incidents playing a significant role in capturing the attention of online audiences. This underscores the importance for brands to create engaging and shareable moments that resonate with a broad social media user base.
Implications for brands:
Need to Create "Instagrammable" Moments: Brands should focus on designing runway shows and collections that are visually striking and likely to be shared on social media.
Leverage Celebrity Appearances Strategically: Inviting popular celebrities to shows can significantly boost social media buzz and reach.
Consider the "TikTok Factor": Short, engaging video content is crucial for capturing attention on platforms like TikTok.
Embrace Unexpected Moments: Spontaneity and unexpected events can generate significant and positive engagement.
Monitor Social Media in Real-Time: Tools like BoF INSIGHTS PULSE can provide valuable insights into what's resonating with audiences during Fashion Week.
Implication for society:
Democratization of Fashion Insights: Social media provides a more direct and immediate feedback loop from consumers to the fashion industry.
Shifting Influence in Fashion: The power of traditional fashion critics is being increasingly balanced by the collective voice of online users.
Focus on Visual Spectacle in Fashion: The emphasis on social media shareability might lead to a greater focus on the visual and performative aspects of fashion shows.
Implications for consumers:
More Direct Access to Fashion Week Content: Social media provides unprecedented access to runway shows and behind-the-scenes moments.
Opportunity to Share Opinions and Engage in Dialogue: Consumers have a platform to express their views on fashion and interact with brands and other enthusiasts.
Influence on Trend Visibility: User-generated content can play a significant role in determining which trends and brands gain traction.
Implication for Future:
Social media will continue to be a dominant force in shaping the perception and reception of fashion events. Brands will likely further adapt their strategies to create content and experiences that are optimized for social media engagement, and AI-powered tools will likely become even more sophisticated in analyzing these conversations.
Consumer Trend (name, detailed description): The Social Media Fashion Critic
Detailed Description: This consumer trend describes the phenomenon of everyday social media users acting as fashion critics and commentators during major events like Fashion Week, sharing their opinions, favorite looks, and viral moments, often influencing broader perceptions.
Consumer Sub Trend (name, detailed description): The "Shareable Moment" Driven Design
Detailed Description: This sub-trend highlights how fashion brands are increasingly designing runway shows and even garments with the explicit goal of creating visually striking and unique moments that are highly likely to be captured and shared on social media.
Big Social Trend (name, detailed description): The Power of User-Generated Content
Detailed Description: This overarching social trend emphasizes the significant influence and impact of content created by everyday users on social media platforms, shaping opinions, driving trends, and even influencing industries.
Worldwide Social Trend (name, detailed description): Global Fashion Fandom and Digital Engagement
Detailed Description: Fashion, particularly high fashion, has a global fanbase that actively engages with fashion events and brands through digital platforms, transcending geographical boundaries.
Social Drive (name, detailed description): The Desire for Connection and Expression in Online Spaces
Detailed Description: Social media users are driven by a desire to connect with others who share their interests and to express their personal tastes and opinions within online communities.
Learnings for brands to use in 2025 (bullets, detailed description):
Prioritize Visual Impact for Online Sharing: Design collections and shows with strong visual elements that are easily captured and shared on platforms like Instagram and TikTok.
Create Engaging Short-Form Video Content: TikTok has become a key platform for fashion content; brands should create concise and captivating videos.
Understand the Power of Unexpected Moments: While planning is crucial, be open to and even encourage spontaneous, shareable moments during events.
Track Social Media Conversations in Real-Time: Utilize social listening tools to understand what aspects of your brand and show are resonating with online audiences.
Engage with Fans and User-Generated Content: Interact with users who are sharing content related to your brand to foster a sense of community.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Develop a Strong Social Media Content Plan for Fashion Week: Create a strategy that includes pre-show teasers, live updates, behind-the-scenes content, and post-show highlights optimized for different platforms.
Collaborate with Influencers Who Resonate with Your Brand: Partner with relevant influencers who have a strong presence on platforms like Instagram and TikTok to amplify your message.
Design Show Sets and Experiences with Social Media in Mind: Think about creating visually striking backdrops, interactive elements, or unique moments that will encourage sharing.
Encourage User-Generated Content: Create hashtags and prompts to encourage attendees and online viewers to share their experiences and engage with your brand.
Analyze Social Media Data to Inform Future Collections and Shows: Use the insights gained from social media conversations to understand what resonated with your audience and incorporate those learnings.
Final sentence (key concept) describing main trend from article: Social media has become a powerful force in shaping the narrative and determining the standout brands of Paris Fashion Week, often highlighting different favorites than traditional critics and emphasizing shareable moments and celebrity influence.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, fashion brands and companies looking to succeed during major events like Paris Fashion Week should prioritize strategies that maximize their social media presence and engagement. To benefit from this trend, they should:
Design for the digital age: Create collections and runway presentations that are visually compelling and optimized for sharing on platforms like Instagram and TikTok.
Leverage influencer marketing: Partner strategically with relevant social media influencers to amplify their brand's message and reach a wider audience.
Foster shareable moments: Aim to create memorable and unique experiences during their shows that attendees and online viewers will be eager to capture and share on social media.
Final Note:
Core Trend:
Name: Social Media's Reign in Fashion Week Relevance
Detailed Description: Social media platforms have become the dominant space for discussing and determining the most relevant and impactful brands and moments during major fashion weeks, often superseding traditional critical acclaim in driving public perception.
Core Strategy:
Name: Optimize for Online Shareability and Engagement
Detailed Description: Fashion brands should strategically design their collections, runway shows, and overall Fashion Week presence with the primary goal of creating visually compelling, engaging, and shareable content for social media to maximize their reach and impact.
Core Industry Trend:
Name: The Blurring of Lines Between Runway and Social Feed
Detailed Description: The fashion industry is increasingly recognizing that the traditional runway show is now also a content creation opportunity for social media, with brands tailoring their presentations to resonate with online audiences as much as with in-person attendees.
Core Consumer Motivation:
Name: Seeking Vicarious Fashion Week Experiences and Digital Connection
Detailed Description: Social media users are motivated by a desire to experience Fashion Week vicariously through online content and to connect with brands, celebrities, and fellow fashion enthusiasts in digital spaces.
Final Conclusion: The brands that dominated the social conversation during Paris Fashion Week highlight the critical role of creating engaging, visually striking content and leveraging social media influence in today's fashion landscape, providing valuable lessons for brands aiming to make an impact in 2025.
Core Trend Detailed (name, detailed summary):
Name: Social Media's Reign in Fashion Week Relevance
Detailed Summary: What gets talked about the most on social media is now a key way to measure success during Fashion Week, often being more important than what fashion critics say.
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