Overview
Together with our partners at Karla Otto, we look back at NYFW SS27 to examine the brands and cultural moments driving fashion's next era.
Kicking off Fashion Month, New York maintained its momentum, generating $99 million in Earned Media Value (EMV). As always, K-Pop stars, Thai drama actors, pop culture darlings and athletes flocked to shows to drive visibility. But some brands opted for a community-first approach, reminding audiences that local legibility can be a marker of relevance in its own right.
Tommy Hilfiger SS27 via SpotlightAmerican Fashion is Booming
Americana is in fashion: brands Coach and Ralph Lauren have consistently delivered positive sales in recent quarters. But it’s also a market with real spending power. 57% of US HNWIs plan to increase spending on luxury fashion over the next six months, according to Agility Research & Strategy. Polish brand Magda Butrym and UK-based Conner Ives are capitalising on this booming market and have joined the NYFW schedule, with Magda Butrym's debut coinciding with a SoHo store opening.
Against this backdrop, Tommy Hilfiger, Coach and Ralph Lauren are gaining momentum, both financially and culturally.
Tommy Hilfiger’s Return to Runway Takes 1/3 of New York’s EMV
Tommy Hilfiger’s Americana was amplified via a global front row comprising APAC idols, LATAM power players, of-the-moment musicians, and the actors currently flooding our streaming services.
Coach, meanwhile, kept its focus on younger audiences. Actors from new teen shows sat alongside Gen Z singers from China and Twitch streamers. Yonna Jay livestreamed arrivals from the Coach bus, landing in the week's top 36 influencers as a result.
Coach SS27 via SpotlightThe Power of Twitch
Streamer Kai Cenat's new brand, Vivet, came in at #8 with $2.3M EMV. This placed the brand above New York veterans such as Tory Burch (#9, $2.1M EMV) and Khaite (#10, $1.8M EMV). Vivet's success was down to harnessing an active and engaged audience already built via their streaming career. According to Dazed, 100% of Gen Alpha play games every day, so platforms like Twitch, where users livestream themselves gaming, are set to grow in influence. The brands that understand this early will make the biggest impact on the next generation of consumers.
Alongside Coach and Vivet, Kim Shui also leaned into the gaming world. The brand partnered with Twitch, with streamers ChristinaandAmber reporting live from the show, already positioning it to reach Gen Alpha on one of their favourite platforms.
Top Brands of NYFW SS27
Top Brands of NYFW SS27| Brand | EMV | Av. Eng. Rate | YoY Growth |
|---|---|---|---|
| Tommy Hilfiger | 35,367,296 | 3.6% | N/A |
| Coach | 13,731,426 | 4.3% | +128% |
| Calvin Klein | 12,114,762 | 4% | -52% |
| Ralph Lauren | 3,455,123 | 3% | -68% |
| Carolina Herrera | 3,242,112 | 3% | -62% |
| COS | 2,941,127 | 5% | -59% |
| Grace Ling | 2,727,436 | 4% | +22% |
| Vivet | 2,283,369 | 3% | N/A |
| Tory Burch | 2,127,094 | 2.2% | -29% |
| Khaite | 1,763,130 | 3% | -20% |
Sport Is in Season
As we previously reported, athletes are another way for brands to tap into existing cultural conversations. Following the Knicks' big summer win, Josh Hart, Karl-Anthony Towns and Miles McBride sat front row at Tommy Hilfiger, while Tyler Kolek joined Simone Biles and Jordan Chiles at Simkhai – a brand up 26% year-on-year.
Alexandra Eala at Calvin Klein SS27 via Getty ImagesIn the midst of the US Open, Ralph Lauren took guests including Cynthia Erivo and Amélie Hoeferle from the front row to the tournament, while Alexandra Eala went straight from the court to Calvin Klein, generating $502K in EMV. But, as questions grow over influencers' role at sporting events, the challenge for brands is to add as much value as they take, rather than simply vying for visibility.
Top Voices of NYFW SS27
Top Influencer of NYFW SS27| Influencer | EMV | Avg eng. rate | Nationality |
|---|---|---|---|
 loverrukk | 6,713,642 | 6.5% | Thai |
 iamhearte | 5,673,685 | 2.3% | Fillipina |
 homeless_makeupb | 5,443,537 | 2.2% | Thai |
 linglingkwong | 4,075,971 | 13.4% | Thai/HK |
 sooyaaa__ | 4,015,388 | 2.5% | South Korean |
 fourth.ig | 3,272,016 | 11.6% | Thai |
 gemini_nt | 2,812,039 | 12.1% | Thai |
 holyhaein | 2,545,702 | 5.4% | South Korean |
 hautelemode | 2,413,534 | 6.7% | American |
 mickmicknyc | 2,251,295 | 3.5% | American |
 phuwintang | 2,161,670 | 13.8% | Tahi |
 valentinaferrer | 1,799,600 | 17.4% | Argentine |
 edward.berthelot | 1,692,037 | 3.3% | French |
 sadiesink_ | 1,515,198 | 5.9% | American |
 tiiinv | 1,426,176 | 4.3% | Fillipina |
Romanticising New Yorkers
Audiences are now hyper-aware of marketing tactics, and the star-studded front row circuit is no exception. Brands building genuine communities are gaining more relevance with the people who matter most to them.
Local nuance is one way to reach New York shoppers. Collina Strada has become known for it, this time earning cultural clout with a show upstate at the Storm King Art Center, home to one of the largest outdoor sculpture collections in the US. Meanwhile, New York brand 6397, founded by Downtown legend Stella Ishii, made its runway debut with her friends, family and community as the cast, styled by Oscar-nominated costume designer Miyako Bellizz. Conner Ives also benefitedfrom ‘coming home,’ moving from London Fashion Week to New York with a cast of it-girls from both cities, including Dominique Jackson, the Dupont twins, Iris Law and Lila Moss. As a result, the brand's EMV grew 99% year-on-year, making more impact on a bigger stage.
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