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Online Trends

Published September 16th 2016

All About the Clothes? Top 10 Moments of New York Fashion Week SS2017 on Social

The Brandwatch React team took a look at the data behind NYFW Spring/Summer 2017 to see what moments resonated most on social.

The fashion elite descended on New York this week, but which moments ascended to social media fame?

On the final day of the event the Brandwatch React team took a look back at the week to see which moments resonated with the those watching and taking to social media.

Tracking mentions over 80million+ sites, we monitored hundreds of thousands of mentions of NYFW.

nyfw-mentions

Looking at the overall conversation, there are certainly some big names that come forward in our topic cloud. These are the top mentioned words and phrases associated with NYFW throughout the week.

nyfw-topics

We’ll be looking mainly at the big moments in this article, but it’s worth addressing the prominence of Snapchat.

We don’t cover Snapchat mentions within the app in our data, so all of this chatter came from people sharing screenshots from Snapchat stories or news organizations promoting their Snapchat coverage of NYFW etc. It’s definitely been a successful event for the platform.

Breaking down mentions by hour, we were able to identify moments that really caught social media’s attention.

nyfw-mentions-per-hour

Big moments according to social media

Using a combination of our topic cloud and the hourly breakdowns, we were able to identify some of the top moments that got social media buzzing. They’re not all necessarily going to make it into Vogue.

10. Lady Gaga being Lady Gaga

Lady Gaga made social waves with a ponytail that will be the envy of horses everywhere.

https://twitter.com/MisterBroRo/status/776106011455348736

9. Harry Styles’ Jeans

Harry Styles, among other celebrities, donated his jeans for the #JeansForRefugees campaign.

When One Directioners saw Harry Styles’ jeans (not even Harry Styles) there was no stopping them tweeting like crazy.

8. Zayn Malik in general

Zayn’s appearance at the Tom Ford show early in the week was well documented on social, and photos of the star continued to circulate throughout NYFW.

You can always count on Zayn’s loyal fan accounts to share the snaps. He attended the event to support girlfriend Gigi Hadid after canceling a show in Dubai.

7. Young Thug interrupting a show

Young Thug caused a stir when he interrupted the VFILES show to fiddle with the collar of one of the models.

At least he looked cool while he did it.

6. Acid attack survivor Reshma Bano Qureshi walks at NYFW

Qureshi flew from India to the USA to walk the catwalk and promote the #TakeBeautyBack campaign.

5. Tay Tay at the #TOMMYXGIGI show

Taylor Swift was centre of the #TOMMYXGIGI topic cloud.


The popularity of the above tweet (penned by one of the most influential Taylor Swift fan accounts on Twitter) definitely helped boost Swift’s mentions.

4. Lauren Jauregui and Arden Cho photographed attending Leanne Marshall’s show

Their names were at the centre of a large spike in mentions on Monday around 7pm.

Throughout the day tweeters were sharing updates from Jauregui’s Snapchat story.

Her Instagram posts were some of the top shared links across social for the week.

3. Kanye’s Yeezy Season 4 debacle

This week wasn’t Kanye’s finest. His Yeezy Season 4 show was largely slated after delays and heat meant models were fainting and having to sit down.

The star’s performance at the Harper’s Bazaar party went some way to address the criticisms his forays into the fashion world have faced over the years.

2. Anniesa Hasibuan’s triumphant show

According to ELLE, Hasibuan is not only the first Indonesian to show at an official NYFW venue, but is also the first person to present a collection that has every look outfitted with hijabs.

1. Gigi Hadid’s epic week

Gigi Hadid was one of the top mentioned people in the NYFW conversation and for good reason.

The supermodel rocked it this week and got a whole lot of love on social and from her friends.

Is it about the clothes?

Looking at the significant spikes on social and the people getting most mentions it’s difficult to work out how clothes fit into all this.

If anything stands out in the data it’s the celebrities, the glamour, the mishaps. While there are paradigm-changing moments like Anniesa Hasibuan’s collection, there’s a real focus on the drama and glitz above the work.

That’s not to say there’s no interest in the clothing and trends (a number of the shows made it into the topic cloud), but the data does show that a mere appearance at fashion week can give you as much exposure to the public eye as a designer who’s worked day and night for months getting their work in front of the world.

We spoke to model and fashion writer Jack Wardlaw about his take on this September’s NYFW.

The most interesting thing we can see from these spikes in social media attention is the comparative insignificance of the actual clothes.

 

New York Fashion Week is primarily designed to be a showcase of great fashion, but that focus seems to have shifted. Now, it is everything except the clothes that grab the attention of the Instagram generation.

 

Celebrities, street style and show stunts are what bring in big interest and designers know it. What used to be an opportunity for immensely creative designers to showcase their work and have the world take notice has turned into the pursuit of clicks, hearts and retweets.

Instant gratification for audiences appears to have been a running trend this NYFW.

Vogue points out that many designers have gone for the “see-now, buy-now” model, displaying clothes that are ready for sale. Meanwhile, the prevalence of Snapchat as a platform to broadcast the fleeting moments and trends before they’re lost in a stream of hundreds of thousands of other voices is an interesting indication of where fashion week reporting is heading.

Are you a journalist looking to cover our data? We have plenty on NYFW. Email us react@brandwatch.com for more information

Gemma Joyce

Social Data Journalist
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