What the Fall 2025 Numbers Reveal About the Future of Fashion Influence
By The Impression Editorial Team
As the global luxury sector navigates economic headwinds and evolving consumer priorities, the Fall 2025 runway season revealed a sharpened focus on strategic influence. Brands no longer chased volume for visibility’s sake—instead, they invested in resonance. The Lefty Report confirms what many industry insiders have sensed: curation, cultural specificity, and creativity are proving more valuable than indiscriminate amplification.
In an attention economy oversaturated with content, the brands that cut through weren’t necessarily the loudest—they were the most intentional. While Lefty tracked a 17% decline in influencer attendance with a 47% YoY rise in Earned Media Value (EMV) to $775.9M, the closing chapter of fashion month delivered its own powerful conclusion. Paris Fashion Week; as the grand finale of the womenswear calendar, generated $727M in Media Impact Value (MIV), according to Launchmetrics-a 71% increase year-over-year.. APAC celebrities led the global conversation, driving 86% of all celebrity-generated MIV, with Thai stars delivering the highest average value per placement, underscoring their rising global dominance.
Whether through immersive formats, talent precision, or fresh approaches to media engagement, Fall 2025 was a masterclass in modern influence. This piece unpacks the key players, standout tactics, and data-driven insights that are redefining how fashion brands connect with their audiences now—and what that means for the future of luxury marketing.
Key Takeaways
• Curation > Saturation: Brands saw higher engagement despite fewer influencers, signaling a shift toward intentional partnerships over mass reach.
• APAC Influence Is Dominant: 74% of total EMV came from APAC profiles. South Korea and Thailand led, but emerging markets like Turkey gained traction.
• Micro Influence, Major Returns: Profiles like @orm.kornnaphat and @linglingkwong delivered sky-high engagement—proving that smaller audiences with deep loyalty outperform broad, passive reach.
• Social Commentators Are the New Gatekeepers: With +91.81% YoY growth in Share of Voice, digital-native commentators are becoming essential to cultural resonance.
• Production Matters More Than Ever: Exceptional experiences—from Valentino’s theatricalism to Coperni’s LAN party—drove the highest EMV spikes, suggesting that immersive formats are now integral to brand storytelling.
• Public Access Can Still Drive Luxury Impact: Dolce & Gabbana’s open-to-public show earned $17.3M EMV, showing that access and aspiration can successfully co-exist.
• Engagement, Not Attendance, Is the Real KPI: Despite a 17% drop in talent participation, total engagement nearly doubled. EMV rose +47% YoY to $775.9M.
• Strategic Storytelling Wins: The brands who led didn’t just show up—they showed up with purpose. Strategy is no longer optional—it’s luxury’s most valuable currency.
The Top 10 Brand Winners—and Why They Mattered
Dior ($84.3M EMV | +84%)
A masterclass in theatricality and digital strategy. Dior’s Fall 2025 presentation, directed by Robert Wilson, transcended runway expectations with a five-act immersive production. Combined with a curated K-pop and APAC influencer roster—@min9yu_k, @orm.kornnaphat, and @linglingkwong each generating over $17M EMV—Dior achieved both cultural impact and commercial visibility.
Valentino ($69.6M EMV | +1,141%)
The breakout of the season. From the bathroom-club venue to its cinematic staging and star-studded front row, Valentino turned theatrical production into a growth engine. A standout case of exceptional production driving exceptional returns.
Chanel ($49.9M EMV | +246%)
Quiet power, bold performance. Without massive changes to casting or production, Chanel’s growth stemmed from an increasingly globalized and APAC-focused influencer strategy. The brand saw notable engagement from micro stars with high resonance.
Other notable leaders:
Dolce & Gabbana ($17.3M | +12%): Prioritized public-facing formats, including in-person activations that blended street-level energy with high-gloss branding.
Louis Vuitton ($40.5M | +8%): Maintained strong returns with a consistent star-power approach.
Prada ($31.7M | +149%): Drove EMV through top-tier K-talent, notably @katarinabluu and @byeonwooseok.
Talent Strategy: From Saturation to Selection
Talent Strategy: From Saturation to Selection
The season proved that a less is more approach can yield outsized returns. While total influencer volume dropped, APAC-driven engagement surged.
- APAC represented 74% of total EMV (Lefty) and dominated global conversation.
- Dior’s top 3 talents alone generated $54M EMV, all from Asian markets.
- @orm.kornnaphat (2.1M followers, 104.2% ER) signaled a shift in power: micro audience, macro influence.
Emerging Markets:
Thailand: Thai stars led in average MIV per placement during Paris Fashion Week®, affirming their rising global influence.activation.
Philippines: Evangelista appeared on both rankings as a consistent high-performer.
Turkey: @mertramazandemir brought regional fandom to Burberry’s activation.
Philippines: Heart Evangelista appeared as a consistent high-performer.
Format Innovation: How Brands Are Showing Up
AW25 wasn’t just about the runway—it was about context, community, and creativity. The brands that stood out were those who made their format part of the story.
Notable Strategies:
Paris Success Stories: Case studies from Lacoste, Courrèges, and Tom Ford revealed the impact of bold casting and creative production, with all three delivering strong performance during Paris Fashion Week®.
Exceptional Production: Valentino’s 1,141% growth made clear the ROI of spectacle.
Virality with Vision: Coperni’s LAN Party ($12.1M EMV) gamified engagement.
Cultural Crossovers: Bottega Veneta’s Patti Smith show delivered underground intimacy with digital reach.
Community & Intimacy: FEBEN’s close-knit dinner strategy saw +303% SoS growth.
Public Presence: Dolce & Gabbana’s street-level show drew $17.3M EMV, showing that access and exclusivity are not mutually exclusive.
Final Takeaway: Strategy Is the New Status
Fall 2025 confirmed what many had already sensed: the new power metric in fashion is not visibility, but intention. Whether investing in cultural cachet through talent, crafting immersive moments, or leaning into new voices, the winners of this season weren’t just seen—they were strategic. And in a landscape flooded with content, that distinction is becoming its own form of luxury.