![Marni SS27 via Spotlight]](https://images.prismic.io/lefty/g7FtpE9s3VHYszBa_MarniatmS27018.jpg?auto=format%2Ccompress&fit=max&w=1920)
Overview
In partnership with Karla Otto, we analyze Milan Fashion Week SS27 to uncover the key trends, cultural shifts, and brand performance metrics shaping the season.
Milan Fashion Week soared (+27% YoY) and reached $311 million in Earned Media Value (EMV) across Instagram, according to Lefty data. The surge came alongside the announcement that the Italian government is investing 100 million euros to support the industry, a vote of confidence in Milan's future. SS27 told two stories: Thai Drama stars and APAC voices fuelled the numbers, while industry insiders and niche names helped brands build cultural clout beyond them.
Prada Wins Milan, Ferragamo Wins Momentum
Prada, which centred its show around the skirt, earned widespread critical acclaim, and a strong roster of APAC talent including Thai actress Namtan ($17.4M EMV) and Korean idol Jaehyun ($4.4M EMV), alongside Western stars such as Sadie Sink ($2.7M EMV), amplified it into standout visibility.
Prada SS27 via SpotlightFerragamo's staggering +1179% growth was all down to one person: Thai actress Faye, who posted 26 times about her attendance at the show, becoming Milan’s #1 influencer as a result.
Gucci grew 51% YoY with a show focused on its customer archetypes. Held inside a replica store – complete with shoppable merchandise and security guards – the brand’s casting reflected who it designs for, from KOLs such as Rosie Huntington-Whiteley and Tina Leung to industry figures and socialites. Gucci also made music a clear priority, appointing Loki as music director and unveiling his first original soundtrack for SS27. An in-store performance from Shawn Mendes ahead of the show drove further visibility, with the singer generating $1.5M EMV for the brand.
At Dolce & Gabbana, San from K-pop band Ateez boosted EMV. Previously called out by Karla Otto as a group to watch in SS25, the idol has since more than quadrupled his media impact at MFW, sparking $9.7M in EMV. San recently went viral for his ‘BAD’ dance, which has since led to invitations to perform at several cultural events and alongside other Kpop stars.
Top Brands of MFW SS27
Top Brands of MFW SS27| Brand | EMV | Avg. Eng Rate | YoY Growth |
|---|---|---|---|
| Prada | 61.2M | 4% | +34% |
| Ferragamo | 56.3M | 4.6% | +1779% |
| Gucci | 47.9M | 3.6% | +51% |
| Dolce & Gabbana | 29M | 4.1% | +12% |
| Fendi | 26.7M | 4.3% | +28% |
| Bottega Veneta | 12.9M | 3.4% | -52% |
| Diesel | 12.1M | 3.3% | +301% |
| Tod’s | 10.1M | 7.6% | +83% |
| Onitsuka Tiger | 10M | 5.4% | +40% |
| Max Mara | 6.6M | 3.5% | -14% |
| Moschino | 6.4M | 3.5% | +150% |
Faye: Behind Milan’s Most Impactful Profile
‘Faye’ Peraya Malisorn is a Thai model and actress who rose to fame in 2016 after being crowned Miss Grand Thailand. She later signed a long-standing contract with Channel 7, one of Thailand's leading broadcasters, before becoming a regular face of the Girl Love genre. The booming same-sex dramas draw hundreds of millions of views worldwide and have built a strong global fandom from New York to São Paulo and Sydney. In recent promotions of her latest series, ‘Broken of Love’, the actress leaned into playful and direct declarations of her queerness, receiving widespread praise from fans who hail her as a pioneer for LGBTQ+ in Thailand.
Faye attends Ferragamo SS27 via GettyFaye debuted at Fashion Week for Ferragamo AW26 earlier this year, when she also topped the influencer rankings. This season, she sparked almost four times the visibility, with over $43.3M EMV generated across 26 Instagram posts for the brand.
Weibo EMV Is 4x Higher Than New York & London
Unlike previous weeks, Milan’s Weibo buzz was more show-led than celebrity-led, suggesting that brands carried stronger cultural weight. Prada’s runway drove organic buzz online, with Hot Topics such as #Prada米兰女装秀# (#PradaMilanWomenswearShow) and #Prada2027春夏女装时装秀# (#Prada2027SS·WomenswearShow) driving a combined 313.9M impressions on the platform.
Actress AngelaBaby made a high-profile return to the public eye after three years out of the spotlight following controversies in China. She generated the highest visibility among all Chinese celebrities, with just one post sparking $2.4M in EMV for Marni, and helping bolster the brand to the #4 spot on Weibo.
Angela Baby attends Marni SS27, via @angelababy_styleHow to Assert Cultural Clout
Beyond EMV, brands made clear moves to establish cultural relevance this season. Niche and in-the-know profiles took over runways and front rows, helping houses resonate with local tastemakers.
Gucci’s casting included Spanish socialite Naty Abascal, designer Osanna Visconti and casting director Jill Demling. Meanwhile, Loris Messina and Simone Rizzo’s debut for Moschino saw the duo cast 400 friends, colleagues, photographers, editors and industry favourites to walk alongside models.
Moschino SS27, photographed by Tonya MatyuElsewhere, Jil Sander’s guest list comprised up-and-coming novelist Nelio Biedermann alongside Norwegian music duo Smerz, while Marni counted Miyako Bellizzi, the costume designer behind Uncut Gems and Marty Supreme, among its guests.
Top Voices of MFW SS27
Top Voices of MFW SS27| Influencer | EMV | Avg. Eng Rate | Nationality |
|---|---|---|---|
 @faye | 43.4M | 8.1% | Thai |
 @namtan.tipnaree | 17.4M | 7.7% | Thai |
 @homeless_makeupb | 14.7M | 1% | Thai |
 @choi3an | 9.7M | 11% | South Korean |
 @iamhearte | 8.6M | 2.4% | Filipina |
 @gnabnahc | 7.4M | 11.6% | South Korean |
 @m.by__sana | 6.8M | 4.6% | Japanese |
 @winmetawin | 6.1M | 3.8% | Thai |
 @pp.kritt | 4.8M | 7.7% | Thai |
 @_jeongjaehyun | 4.3M | 5.2% | South Korean |
An Important Disclaimer
The tracking period for MFW Womenswear SS27 covered 22 – 28 September 2026, and the data analysis was retrieved from Lefty on 30 September 2026 (PM). While this study aims to capture an exhaustive list of influencers, some influencers who have created content for participating brands may not be taken into account in the present study. Additionally, data could not be retrieved from profiles where engagement metrics such as likes or views are hidden. Discrepancies in EMV, engagement, the number of likes, shares, or comments may appear due to content continuing to be interacted with on Instagram and Weibo after the date of the data being extracted from Lefty.
