Who Won Fashion Month SS26 on Social Media?
While creative director debuts made headlines, brands tapping into fandoms and cultural crossovers gained real online traction.
Big-name celebrities drove the bulk of social engagement from the Spring/Summer 2026 shows, with brands prioritizing talent trends and influencers from Thai actors to Hollywood and K-pop stars.
These brands, regardless of size, leveraged the growing influence of celebrities like The Summer I Turned Pretty's Christopher Briney to increase global reach and 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 from Hollywood and K-pop, to drive global reach and high engagement.
Author's summary: Celebrities drive social engagement for SS26 fashion shows.
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