Who Won Fashion Month SS26 on Social Media?
Brands tapping into fandoms and cultural crossovers garnered significant online traction, despite creative director debuts making headlines.
Big-name celebrities drove the bulk of social engagement from the Spring/Summer 2026 shows, with brands leveraging talent trends to increase global reach and engagement.
This included partnering with Thai actors, TV stars like Christopher Briney from The Summer I Turned Pretty, and long-term brand ambassadors from Hollywood and K-pop.
The SS26 season generated $881 in engagement.
Brands of all sizes are tapping talent trends, prioritising the ever-growing influence of Thai actors, of-the-moment TV stars and long-term brand ambassadors.
Author summary: Brands leveraged celebrity influence to drive engagement during SS26 fashion month.