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The most glamorous event in the NYC fashion calendar, Mercedes-Benz Fashion Week, kicked off last Thursday and has since seen a whole lot of firsts for an event that hasn’t historically been known for its diversity.
The Carrie Hammer show last Thursday saw the first model with Down’s Syndrome, Jamie Brewer – best known for her role in American Horror Story – walk the catwalk, Jack Eyers was the first male model amputee to walk a NYFW show for FTL Moda at the Lincoln Center on Sunday and Becca McCharen’s runway show on Saturday featured plus-size models, trans women and girls from all ethnicities.
Her whole collection was inspired by Martine Rothblatt, a trans woman who is America’s highest paid female CEO.
Moves like these have put the spotlight on the event for reasons other than swathes of fabric on silky limbs, and hopefully blazes a trail for other fashion industry events in the future.
The use of more diverse mix of models certainly drove a lot of online mentions across the web, alongside more predictable names like Victoria Beckham and FROW (front row) stalwarts, Rihanna and Beyonce.
So, what else have people been talking about in regards to the shows? We had a look into the data.
Since Feb 11th there have been over 680,000 mentions of NYFW online, with the majority of these – 98% – coming from Twitter.
Please note,we used a 10% Sample Query to easily and quickly gather the data as the number of mentions was so large, so we’ve multiplied the figures in the dashboard by 10.
The event got the biggest online reaction (over 100,000 mentions) around February 12-13th, when Kanye’s collab with Adidas blew up cellphones all over the world.
Not only that, but his daughter, North West, was mentioned over 6,000 times in relation to NYFW. Not bad going for a toddler. Perhaps a career in fashion beckons in the future.
Other shows that have driven a ton of conversation have included:
Victoria Beckham: 21,100+ mentions
Tommy Hilfiger: 13,400+ mentions
Oscar De La Renta: 5,300+ mentions
Coach: 4,600+ mentions
Carolina Herrera: 4,300+ mentions
Badgley Mischka: 1,900+ mentions
Not content with being one of the most mentioned designers, Victoria Beckham has also been one of the most mentioned Tweeters.
She’s spent the week attached to her phone, giving her 8.17m followers an insight into what’s been happening behind the scenes.
— Victoria Beckham (@victoriabeckham) February 15, 2015
The male/female conversation is perhaps not that much of a surprise, with nearly 70% of NYFW mentions coming from women. The topics that each sex have been speaking about can be seen below.
Men are talking about street style, the Naomi Campbell-founded Fashion For Relief show and Kanye, whereas women are entering NYFW competitions on social far more than their male counterparts and talking about Jamie Brewer walking the runway.
Women have been talking about Kendall Jenner, whereas men have been talking about Rihanna far more.
Most of the digital campaigns we’ve seen this NYFW have been pretty much in keeping with what we’ve seen before – except the designers, brands and partners are ramping everything up a gear this year.
Twitter kicked off #FashionFlock last week, by herding up 50 influencers on the inside to Tweet what’s happening behind-the-scenes to those of us not lucky enough to be inhaling the hairspray fumes ourselves.
“Each fashion week we’re seeing more and more activity on Twitter, and it’s gotten to the point where if you’re not participating in the conversation, you’re missing out. It’s not just about being on Twitter anymore — it’s about how you’re tweeting.” Rachel Dodes, Head of Fashion Partnerships, Twitter
So, who did their job best?
We tracked the hashtag to see which of the influencers made the biggest impact. Milk Studios made the most social noise, by consistently using the hashtag and being retweeted and shared.
Fashion brands ought to be courting the US media company, as they’ve clearly got some fashion-world clout.
— Milk (@MilkStudios) February 19, 2015
As this NY event comes to a close, we’ll be turning our attention to the London shows.
Who will win the social war there? Will Victoria Beckham continue to reign? Will Kanye be a hot topic of discussion? More importantly, will North West? We’ll check in next week with all the data.