July 17, 20204 min read
Paris Fashion Week got a makeover of its own this year in response to the COVID-19 pandemic, as it launched a virtual format designed to bring the luxury fashion runway chez nous. From July 6 to 8, the Fédération de la Haute Couture et de la Mode (FHCM) hosted a digital event where accredited couture maisons presented videos and complementary content, rolling them out on a preset schedule to emulate an IRL fashion week. Men’s Fashion Week followed a similar format July 9 to 13.
Without paparazzi on site to capture the elegance and buzz, the fashion world relied on social media more than ever. And, thanks to Sprinklr Modern Research capabilities, we had a front-row seat to the social listening action, where we captured digital trends and conversations surrounding the newest looks, the hottest haute-couture, and the share of voice for all Couture Maisons—in real time.
The most prominent modern channels for Fashion Week were Twitter, leading with 135.1K mentions, followed by Instagram at 104.1K mentions and Tumblr at 69.2K.
There was clearly pent-up demand for this chance to revel in luxury fashion, based on the plethora of emoticons expressing giddy emotions—“love,” celebration” and “approval” topping the usage list by far.
Hot fashion items? Based on Sprinklr’s social media listening, the “dresses” category eclipsed the interest list with 26.7K mentions, followed by “tops and shirts” at 19.3K. “Shoes” ranked as the third category, yet it garnered only half as many mentions at 9.1K.
Adut Akech Bior eeked out top spot on the list of most-discussed models at 2.3K mentions, followed closely by Naomi Campbell (whom BTW Bior says she considers her “second mum”). Many voiced solidarity with Campbell’s stance on the need for more inclusion on the catwalk. Rihanna and the Hadids (Bella, followed by Gigi) took the next three spots.
Dior won top spot as the most mentioned Maison (28.4K), garnering praise for its collection of couture dresses exquisitely fitted to tiny mannequins. Next with 14.2K mentions was Chanel, which continued its tradition of leading the second day, featuring its models and clothes sans props. “I was thinking about eccentric princesses, the kind of women that Karl Lagerfeld liked to accompany at parties or at ‘Le Palace’,” explains Chanel Creative Director Virginie Viard, describing her creative influences.
Next up was Men’s Fashion Week, Louis Vuitton Homme and Dior Homme earned top mentions at 5K and and 4.2K respectively, followed by Berluti at 1.8K and Jacquemus at 1.5K. One buzzy topic was Virgil Abloh’s announcement that he would wait to present his latest collection for Louis Vuitton until August 6.
— GQ Magazine (@GQMagazine) July 7, 2020
As Sprinklr’s Modern Research and social listening capabilities captured all the Fashion Week buzz, we couldn’t help but feel heartened to realize that, even in these difficult times, indeed the show must go on.
While the world adjusts to the “next normal,” top luxury fashion brands delighted us by using modern channels to amp up their social marketing. Those participating in Paris Fashion Week didn’t bat a faux eyelash at flexing their creative muscles to bewitch us with the glamor and excitement we deserve. As @GQ mused via social media, “What if digital fashion week is the best fashion week ever?”
C’est si bon, Paris Fashion Week.
Please reach out to us here if you have any questions about Sprinklr’s Modern Research and social listening capabilities.
Data for this study was pulled using Sprinklr Modern Research. We aggregated all messages containing a series of 50 keywords and hashtags including (“Fashion week” OR “fashionweek” OR “fashion weeks” OR “Paris fashion Week” OR “mens fashion week” OR “men fashion week” OR “haute couture” OR #HauteCouture OR #HauteCoutureOnline OR “semaine de la mode” OR “semainedelamode” OR “#semainedelamode” OR #pfw OR #PFWOnline OR #ParisFW OR #modeaparis OR #lamodeaimeparis OR #parisfashionweek OR #PFW20 OR #parisfashionweek20 OR #parisfashionweek2020…). All public mentions of any of these terms in the news, blogs, forums, Twitter, Facebook, Instagram, Reddit, Pinterest, Tumblr and YouTube were tracked over the past Fifteen days, from July 1st 2020 to July 15th 2020.