Fashion Week Engagements on Instagram Nearly Tripled Compared to February’s Fashion Month

143 million users generated 709 million interactions

New York, London, Milan and Paris ... it's a wrap
Getty Images

The dust has settled after back-to-back-to-back-to-back Fashion Weeks in New York, London, Milan and Paris, and Instagram was the star of the runway.

Some 143 million Instagram users across the globe generated approximately 709 million Fashion Week-related interactions (likes, comments, Stories and posts), nearly triple the total from Fall Fashion Month 2017 in February.

According to Facebook IQ, the research arm of Instagram parent Facebook, the most buzzed-about Fashion Week shows, by city, were:

New York:

  1. Michael Kors
  2. Ralph Lauren
  3. Marc Jacobs

London:

  1. Topshop
  2. Burberry
  3. Tommy Hilfiger

Milan:

  1. Gucci
  2. Versace
  3. Fendi

Paris:

  1. Saint Laurent
  2. Dior
  3. Chloé

Instagram didn’t just boost the profiles of fashion brands, as Facebook IQ also listed the five models who gained the largest percentage of followers on the photo- and video-sharing network:

  1. Teddy Quinlivan
  2. Carla Bruni
  3. Helena Christensen
  4. Kaia Gerber
  5. Selena Forrest

Facebook IQ also shared the following tips for marketers in the fashion industry in an email to Adweek:

  • Invite fans behind the velvet ropes: More than 200 million Instagrammers around the world are connected to fashion accounts. Invite them into the world of fashion by not only sharing top runway moments, but also more personal content like video tutorials and backstage photos.
  • Engage your audience with a variety of formats: Fashion enthusiasts love photos and videos, but they’re also eager for immediate content like Instagram Live and immersive content like Instagram Stories. Experiment with a range of ad formats.
  • Think beyond Fashion Month: Big industry moments are a great time to make a splash on Instagram, but don’t forget that the fashion community uses the application year-round. Find ways to interact with them on a weekly or daily basis to keep your brand top of mind.