Shifting audience behaviours, event clashes and the rise of regional star power defined the Autumn/Winter 2025 season on social media. Who made the biggest impact, and what does it say about where the industry is headed?
This season generated $768 million in earned media value (EMV), a 9 per cent dip from SS25 but a substantial 46 per cent increase from AW24, according to influencer marketing platform Lefty and brand agency Karla Otto. (Lefty analyses the impressions and engagement generated by Instagram posts referencing every on-schedule show from influencers with over 10,000 followers. EMV is calculated as $1 per like.)
