Interested in Learning More?
Lefty Insights provides reliable, platform-driven intelligence on the communications and influencer landscape, helping luxury brands navigate cultural and digital shifts with data-backed clarity.
Contact Lefty InsightsWhat was once a secondary calendar moment is now firmly on the cultural agenda: Menswear Fashion Week continues to see consistent growth every season. Autumn/Winter 2026 surpassed our records, sparking $267 million in Earned Media Value (EMV) - rising 91% year-on-year.
Milan was set to the tune of the upcoming Winter Olympics, with the likes of Dsquared2 staging alpine themed runways (starring the internet’s new favourite actor, Hudson Williams), while Ralph Lauren’s welcomed return after two decades added to the buzz. Following suit, Paris leaned into the power of the unexpected, with Saint Laurent’s star-studded surprise runway and LATAM stars storming the Willy Chavarria show.
Overall, the spirit of fashion week is shifting: brands are pushing the boundaries and merging with entertainment, music and design to push messages that resonate; content is getting creative, while inspiring stories from small profiles gain traction, and niche in-group references establish cultural literacy.
Hudson Williams backstage at Dsquared2. Instagram.Top Brands
All-Around Growth, while Dior Remains on Top
The visual data from the Autumn/Winter 2026 season underscores this record-breaking trajectory, with Dior maintaining its dominant position by generating a staggering $55.1M in EMV, a near-doubling of its impact from the previous year.
| Brand | EMV ($) | Eng. Rate | YoY Evolution |
|---|---|---|---|
| Dior | 55,061,074 | 13.2% | +97% |
| Louis Vuitton | 41,818,375 | 15.3% | +50% |
| Prada | 27,058,320 | 2.8% | -13% |
| Louboutin | 14,369,208 | 10.3% | N/A |
| Willy Chavarria | 13,766,424 | 25.6% | +194% |
| Amiri | 12,500,276 | 20% | +79% |
| Saint Laurent | 11,540,730 | 10.7% | +219% |
| Hermès | 11,424,982 | 96.7% | +430% |
| Jacquemus | 11,197,346 | 26.8% | N/A |
| Ralph Lauren | 8,019,200 | 2.4% | N/A |
| Kidsuper | 7,874,145 | 37.9% | +272% |
| AMI Paris | 7,863,948 | 9.6% | +7% |
| Juun.J | 7,020,125 | 23.8% | +4548% |
| Dries Van Noten | 6,590,890 | 13.4% | N/A |
Stepping into Louis Vuitton’s $41.8M World
Louis Vuitton continued to refine its mastery of world-building, staging its show in and around a purpose-built house conceived by Pharrell Williams (his first architectural project) and produced by Bureau Betak. Fully furnished with Louis Vuitton’s homeware and furniture collections, the space reinforced the brand’s strategic expansion from fashion into lifestyle, echoing its long-standing prominence at Milan Design Week's Fuori Salone.
Louis Vuitton's atmosphere. Spotlight.Willy Chavarria & Amiri Lift LATAM SoV +120%
In an ode to his heritage, Willy Chavarria united the LATAM diaspora for his spectacle-meets-show extravaganza. During the show, Latin musicians such as Mon Laferte, Santos Bravos and Feid burst onto the stage to perform, alongside Puerto Rican singer Lunay, who debuted new music on the runway. What’s more, 400 attendants of Lyas’ ‘La Watch Party', who had gathered to watch the show’s livestream, were invited to attend in a surprise twist, fuelling more conversation online. The community-driven affair, helped to boost the LATAM Share of Voice (SoV), which grew an impressive 120% season-on-season.
Amiri emerged as a top performer this season, securing the #4 rank in Paris with a total EMV of $13.2M, representing a 109% year-over-year growth. The brand's digital success was fueled by a high-profile presence, featuring a strong 19.98% engagement rate and impactful contributions from stars like Mexican boxer Canelo and Japanese musician Yuta Jinguji.
Willy Chavarria's show. Spotlight.Top Key Voices
APAC Talent Tops 5, Pharrell Joins
To further amplify this, the brand activated key APAC profiles including Thai actor Nattawat Jirochtikul (A.K.A. Fourth) and Seventeen’s The8, who generated $6.2M EMV and $3.6M EMV respectively. Meanwhile, Pharrell himself became a key media driver, garnering $6M EMV across 11 co-posts with the brand’s official account, each showcasing the full depth of the world (and house) he’s built.
| Influencer | EMV | Eng. Rate | Nationality |
|---|---|---|---|
 @min9yu_k | $9.91M | 8.4% | South Korean |
 @hynjinnnn | $9.37M | 9.6% | South Korean |
 @katarinablu | $6.43M | 4.7% | South Korean |
 @fourth.ig | $6.22M | 16.4% | Thai |
 @pharrell | $6.02M | 2.3% | American |
 @apo555 | $5.73M | 8.5% | Thai |
 @milephakphum | $4.37M | 11.5% | Thai |
 @byeonwooseok | $4.28M | 7.8% | South Korean |
 @xuminghao_o | $3.65M | 12.5% | Chinese |
 @iamhearte | $3.34M | 5.4% | Filipino |
 @winmetawin | $3.09M | 2.5% | Thai |
 @enhypen | $2.33M | 3.7% | South Korean |
 @bambam1a | $2.18M | 7.9% | Thai |
 @jacksonwang852g7 | $2.04M | 12.7% | Chinese |
Which Areas of Pop Culture Resonated the Most?
When Cultural Literacy Turns Into EMV
Brand continued to flex their cultural literacy by tapping into key talent and conversations dominating the internet. The most recent one? Heated Rivalry, the queer TV show that swept through North America across the Christmas period, when its viewership increased by over 10x during its run of season, all thanks to word-of-mouth.
Dsquared2 was quick to cast Hudson Williams on its runway for an alpine themed show which earned $4.7M in EMV, while Saint Laurent landed the coveted exclusive deal with Connor Storrie and named him brand ambassador before any other luxury fashion brand – his appearance at the show generated $859K in EMV alongside a high 28.91% engagement rate.
Other pop culture moments that added to the fashion week conversation included the cast of Stranger Things on the FROW, fresh off the back of the series finale: Noah Schnapp generated $1.7M EMV for Ralph Laurent while Maya Hawke contributed $410K EMV for Prada.
Connor Storrie (right) at the Saint Laurent show. Spotlight.How Men’s Played Out Across Socials
The Menswear AW26 season proved that viral impact is now driven by authenticity over artifice. Beyond the traditional runway, brands captured massive EMV by leaning into "personality-led" content, niche internet subcultures, and the powerhouse influence of APAC stars.
From nostalgic "smizing" to candid high-fives, these four highlights illustrate how the digital conversation was won through relatability, cultural expression, and the power of the underdog.
‘Smize’ WITH LYAS
Using his unique backstage access, Lyas asked models to ‘smize’ for his camera. Resurfacing the 2009 America’s Next Top Model cult-reference was welcomed by fashion communities online, and contributed to the commentator’s $1.4M EMV.
Celebrity High-Fives
Photographer @auregendron greeted show invités with a disarming high-five, filmed with a body cam. The brief, candid interactions helped him reach $441K in EMV & a strong engagement rate of 8.5%, a number usually seen with APAC stars.
Casting the Underdog
Young model agent Kimbel Simon (@kimb3l_) took to TikTok to share how, with the help of online audiences, he had identified ‘Prince Charles’ and landed him the job on the Louis Vuitton runway. The underdog story went viral, reaching 12M views and 2M likes.
Interested in Learning More?
Want to measure your brand's EMV, discover emerging influencers, and optimize your fashion week strategy? Lefty's influencer marketing platform gives you the data-driven insights you need to succeed.
Contact Lefty InsightsFAQ
Which brand had the highest EMV at Paris Fashion Week FW26?
Dior dominated with $55,061,074 in Earned Media Value with 13.17% engagement rate.Which brand had the highest EMV at Milan Fashion Week FW26?
Prada dominated with $27,058,320 in Earned Media Value with 2.75% engagement rate.How can brands measure their fashion week success?
Brands can track Earned Media Value (EMV), engagement rates, share of voice, impressions, engagement rate. Lefty provides comprehensive analytics for fashion week performance tracking.
