How Social Media Is Transforming Fashion Weeks: Accessibility, Influence, and Engagement

Photo by Jose P. Ortiz on Unsplash

Introduction: Fashion Weeks in the Digital Age

Fashion weeks were once exclusive gatherings attended only by industry insiders, celebrities, and magazine editors. Today, thanks to the explosive rise of social media, these events have become accessible to millions worldwide in real time. From TikTok live streams to Instagram stories, the transformation has extended far beyond the runway, fundamentally altering how the fashion industry operates and how audiences engage with style and trends [1] .

Real-Time Access: From Exclusive to Inclusive

Traditionally, runway shows were tightly controlled, with looks revealed to the public only weeks or months after the event via glossy print magazines. Social media has eliminated that delay. Now, audiences everywhere witness the latest collections as they debut. Platforms such as Instagram, TikTok, and X (formerly Twitter) deliver instant video clips, backstage interviews, and influencer reactions, making Fashion Week a global, interactive experience [1] . For example, London Fashion Week 2025 generated over 1.25 million posts and nearly 10 million engagements across major platforms, illustrating the scale of digital participation [2] .

Influencers and the Democratization of Influence

The front row is no longer limited to editors and celebrities; social media influencers are now central figures at fashion weeks. With massive online followings, influencers such as Kim Kardashian, Kendall Jenner, and Heart Evangelista amplify brands’ visibility, often driving trends before collections hit stores [4] . Their posts blend editorial storytelling with personal perspective, making the fashion conversation more relatable and immediate. Influencer-driven content can change the mood of a show, spark viral trends, and even impact a brand’s commercial success.

Earned Media Value (EMV): Measuring the Digital Impact

Brands and agencies increasingly rely on metrics like Earned Media Value (EMV) to quantify the impact of social media activity during fashion weeks. EMV estimates the advertising value of impressions generated by influencers and media outlets. For instance, the Autumn/Winter 2025 season saw an EMV of $775.9 million-a 47% increase from the previous year-despite a 17% decline in attendance and fewer social postings. This indicates that quality, not quantity, is driving digital influence [3] . Brands like Balenciaga and Schiaparelli led the way, generating millions of impressions through collaborations with top creators and distinctive show moments [5] .

For those interested in tracking or understanding EMV, it is calculated by assessing the reach, engagement, and impressions generated across platforms, applying a cost-per-mille (CPM) factor to determine the equivalent advertising value. Agencies such as Karla Otto and platforms like Lefty provide insights and reports on these metrics for brands and influencers [3] [5] .

Storytelling and Interactivity: Shaping New Narratives

Social media has driven a shift from static runway coverage to dynamic, story-driven content. Designers now create shows with the online audience in mind, using elements that translate well to short-form video and viral memes. Influencers bring their personal styles and followers into the mix, making the event a collaborative storytelling experience. This interactivity means fashion weeks are no longer just about what is shown, but about how and by whom it is shared [1] .

To participate in these conversations or amplify your own brand, consider the following steps:

Develop a strong presence on key platforms such as Instagram, TikTok, and YouTube.
Engage with trending hashtags and join live events during fashion weeks.
Collaborate with influencers whose audiences align with your brand values.
Produce visually engaging content tailored for quick sharing and high engagement.

Inclusivity, Accessibility, and the “Smaller Shows, Bigger Reach” Phenomenon

One of the most significant changes brought by social media is the shift towards inclusivity. Audiences who previously had no access to fashion weeks can now participate virtually, providing immediate feedback and shaping trends in real time [1] . Even as some luxury brands experiment with more exclusive, intimate events, the broader reach of digital channels ensures that their message travels further than ever before [3] .

To access or follow major fashion week events, look for official accounts and hashtags on Instagram and TikTok, and check recognized fashion media like Vogue or Business of Fashion. Many brands also offer live streams or behind-the-scenes content directly on their websites or social platforms. If you wish to attend in person, consult the official websites of the fashion weeks (such as New York Fashion Week or London Fashion Week) for ticket information and eligibility requirements.

Challenges and Best Practices for Brands and Participants

As with any shift, there are challenges. The speed and volume of online commentary can lead to reputational risks if a show or collection is poorly received. Managing influencer relationships, verifying engagement authenticity, and protecting intellectual property are critical concerns. Brands should:

Vet influencers for genuine audience engagement, not just follower counts.
Monitor real-time reactions and prepare to respond to both positive and negative feedback.
Balance exclusivity with accessibility to maintain brand prestige while embracing digital reach.

Alternative approaches include focusing on micro-influencers with niche audiences, investing in high-quality production for digital content, and leveraging data analytics to refine social media strategies over time.

Case Study: Haute Couture AW25

During Haute Couture AW25, brands like Balenciaga and Schiaparelli stood out for their creative use of social media. Balenciaga achieved the highest Instagram visibility, driven by a dramatic runway and support from celebrities. Influencers such as Heart Evangelista and major fashion media outlets generated millions of impressions, reinforcing the cultural impact of the shows. StÃ©phane Rolland, though a smaller brand, outperformed expectations by leveraging dramatic show moments and strategic influencer partnerships [5] .

For brands aiming to replicate such success, the key lies in creating visually compelling moments, fostering genuine influencer relationships, and tracking engagement metrics through reputable analytic tools.

Conclusion: The Future of Fashion Weeks

Social media has permanently transformed the landscape of fashion weeks, making them more accessible, interactive, and measurable than ever before. Whether you are a brand, influencer, or fan, the opportunities for engagement and influence are unprecedented. To make the most of these changes, stay active on leading platforms, monitor engagement metrics, and be ready to adapt to an ever-evolving digital environment. For up-to-date information and live coverage, follow the official accounts of global fashion weeks and reputable fashion publications.