The Top Brands & Influencers of Milan Menswear AW25

This season’s Milan AW25 Menswear was quieter than usual on social media, generating $42M in Earned Media Value (EMV) on Instagram—a notable drop compared to previous seasons. With heavyweights like Gucci and Fendi absent from the lineup, EMV fell by 45% compared to Milan Menswear SS25 and 39% compared to AW24. Despite the overall decline in visibility, average engagement saw a remarkable 86% increase from last season, highlighting a shift in audience interaction.

The Top 10 Brands of Milan Menswear AW25

Milan Menswear AW25 had its standout moments, including the debut of Project Domenico Formichetti, a streetwear-focused brand that ranked third in visibility. Dolce & Gabbana also made waves with its Old-Hollywood-inspired collection, boosting its visibility by an impressive 54%. A significant portion of Milan Menswear AW25’s visibility came from media accounts, which played a key role in amplifying the event’s presence on social media. While quieter than usual, this season proved there is still room for innovation and engagement in Milan’s menswear scene.

South Korean and Thai celebrities continue dominating Menswear Fashion Week's spotlight, particularly during Prada's recent show. Over the past three years, the influence of musicians and actors from these regions has grown substantially, shaping trends and visibility at major events. This trend was evident at Milan Menswear AW25, where leading influencers were predominantly talents from South Korea and Thailand.

In previous seasons, many APAC stars collaborated with brands remotely, leveraging social media platforms like Instagram to engage audiences. For example, Enhypen's partnership with Prada showcased the power of digital campaigns. Despite not attending the event in person, the group achieved the second-highest visibility during Milan Menswear AW25. This highlights the effectiveness of social media influencer strategies, demonstrating that impactful engagement is possible without physical presence.

In Summary

Milan Menswear AW25 showcased a dynamic blend of challenges and opportunities within the fashion industry. While overall Earned Media Value declined due to the absence of key brands, the season highlighted a shift in audience engagement and the growing influence of APAC celebrities on the global stage. Standout moments, such as Project Domenico Formichetti’s debut and Dolce & Gabbana’s bold collection, proved that innovation and creativity remain at the heart of Milan’s menswear scene. Furthermore, the success of remote influencer campaigns, exemplified by Enhypen’s partnership with Prada, emphasized the power of digital strategies in driving visibility and engagement. As Milan continues to evolve, these insights underscore the importance of adaptability and collaboration in shaping the future of fashion weeks.