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 of all sizes leveraging talent trends.
These trends include the influence of Thai actors, TV stars like The Summer I Turned Pretty's Christopher Briney, and long-term brand ambassadors from Hollywood and K-pop.
Brands are prioritising the ever-growing influence of celebrities to drive global reach and high engagement.
Author's summary: Brands leveraged celebrity influence for online traction during Fashion Month SS26.