Gucci, Chanel Among Fashion Month's Instagram Winners

SAN FRANCISCO, United States — Tom Ford, Burberry, Gucci and Chanel were the most buzzed about fashion shows on Instagram during New York, London, Milan and Paris Fashion Weeks respectively, according to new data released by the photo and video sharing app — based on the total global Instagram mentions across tags, captions and comments on photo and video posts.

In New York, Raf Simons' Calvin Klein was the second most buzzed about show, followed by Ralph Lauren, Michael Kors and Marc Jacobs. While absent from the New York "buzz" rankings, Victoria Beckham boasted the most engagement on Instagram, with the most-liked photo posted by a designer and most-liked video posted by a designer over the entirety of fashion month (interestingly, both posts featured husband David Beckham).

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In London, Christopher Bailey's swansong at Burberry garnered the most buzz, followed by newcomer Richard Quinn — not so unexpected given the surprise appearance from Her Majesty the Queen. Instagram noted that HRH was the most buzzed about person on the platform during the London shows (the 91-year-old royal sat front row next to Anna Wintour, before presenting Quinn with the inaugural Queen Elizabeth II Award for British design). Christopher Kane, Teatum Jones and Delpozo filled spots three four and five.

Alessandro Michele-helmed Gucci topped the Milan ranking, followed by Prada, Fendi, Versace and Moschino. Meanwhile, in Paris, luxury heritage houses ruled: Chanel's autumnal forest spectacle stole the number one spot, while Maria Grazia Chiuri's activist-inflected Dior came in second place, followed by Louis Vuitton, Saint Laurent and Balmain. A notable absence from the Paris ranking was Balenciaga, a label that has consistently frequented BoF and Lyst's "Hottest Brand" Index rankings. Indeed, 2017 Lyst data revealed search traffic to the brand grew by 50 percent year over year, and it topped Lyst's Hottest Brand Index in the third and fourth quarters. (Q1 rankings for 2018 have not yet been released.)

On the model front, 16-year-old Kaia Gerber — daughter of supermodel Cindy Crawford — was the most buzzed about over fashion month. She walked in 21 shows this season, including many of the aforementioned "buzzy" brands, including Tom Ford, Calvin Klein and Chanel. The Hadid sisters followed, with Gigi also taking home the most-liked photo posted by a model over fashion month — with images of her closing the Bottega Veneta show — and Bella scoring the most-liked video posted by a model. Anok Yai, Yasmin Wijnaldum and Adut Akech Bior gained the highest percentage of followers over the month.

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Certainly, the rankings demonstrate that big brands rule when it comes to Instagram buzz — as do big names: as Richard Quinn's high ranking for his debut London Fashion Week show demonstrates, a stellar front row can have significant social media impact.

Join Imran Amed, founder and CEO of The Business of Fashion, and Eva Chen, head of fashion partnerships at Instagram, who will be discussing the rankings live on BoF's Instagram account at 6pm GMT / 2pm ET. Follow BoF on Instagram here.

Instagram Buzz Over Fashion Month Autumn/Winter 2018

Most Buzzed About Models During Fashion Month

Most Buzzed About Brands During New York Fashion Week