How do you stage the perfect fashion show for social media? Choosing possibly the most Instagrammed place on Earth is a good place to start. Set against a glittering Eiffel Tower below the Trocadéro, Anthony Vaccarello’s most recent outing at Saint Laurent attracted – in addition to a front row comprising Chloë Sevigny, Kate Moss and even Anne Hidalgo, the Mayor of Paris – the most buzz on Instagram during Paris Fashion Week. Besting several long-anticipated designer debuts and even the spectacle at Chanel, the Parisian brand generated the greatest number of tags, mentions, and comments from the 35 million users who engaged with PFW on the social media platform.
After the passing of Pierre Bergé earliest this month, Vaccarello looked to the Yves Saint Laurent archives for arguably the biggest show of his career thus far. The 91-look collection, paraded on a legion of top models from Lexi Boling to Mica Argañaraz, was laden with Saint Laurent references, featuring glitz and glamour, ostrich feathers, and even a pair of Yeti boots. As Vaccarello explained to Vogue critic Sarah Mower after the show, “That girl of Saint Laurent—she wants to have fun… She’s not depressed. She wants to enjoy life!”
The runner-up on Instagram was Dior. Maria Grazia Chiuri, who has been at the helm for a year now, continued to expound on her feminist dialogue, opening the show with yet another slogan tee. This time, Chiuri turns to the art historian Linda Nochlin, who penned the seminal essay, Why Have There Been No Great Women Artists? As the second most buzzworthy brand, Dior attracted the most interactions during the week, as well as the most views on Instagram Stories.
Teddy Quinlivan, who recently came out as transgender during New York Fashion Week, sustained her reign on this side of the Atlantic with a hectic schedule. Walking for the likes of Dior, Louis Vuitton, and at Natasha Ramsay-Levi’s debut at Chloé, Quinlivan once again saw the highest percentage follower gains, as well as attracting the most views on Instagram Live.
And if there was any doubt concerning Gigi Hadid’s social media clout, consider that she hit the catwalk only once during Paris Fashion Week – for Isabel Marant – yet still managed to secure not only the most-liked model photo on Instagram but also the most views on Instagram Stories and the most number of interactions for a model.
As fashion month drew to a close, the Chanel show, which transplanted soaring cliffs and tumbling waterfalls into the Grand Palais, also prevailed on social media. A perennial favourite on Instagram, Chanel – with a score of it – models including Ratner, Binx Walton, and Soo Joo Park – procured both the top-liked designer photo as well as the top-liked designer video. Kaia Gerber, who concluded her inaugural fashion month opening for Karl Lagerfeld, also secured the most-liked model video.
Take a look at the rankings below for a more in-depth overview.
Most buzzed about brands:
Models with the highest follower percentage gain:
Models with the most interactions:
Designers with the most interactions:
See what happened at Paris Fashion Week, in pictures, below: