As the dust settles on Spring/Summer 2018 show season, the verdict is out on Twitter. Between New York, London, Milan and Paris, it was Tommy Hilfiger’s show at the close of LFW that saw the greatest engagement on the social media platform, followed by Burberry, Chanel, Fenty x Puma and Versace, according to the company’s in-house data team.
That was thanks in no small part to superstar guest Gigi Hadid, as well as her siblings Bella and Anwar. But the show got an even bigger boost from K-pop megastar Chanyeol of EXO. When he arrived in his understated Tommy Hilfiger plaid shirt and colour-blocked windbreaker, the boy band front man triggered the highest volume of tweets sent during the entirety of fashion month.
“[K-pop] has become one of the biggest driving entertainment forces on Twitter,” Janice Morris, head of lifestyle and publishing, global media at Twitter, told Vogue. “It was a real K-pop moment this fashion month.” Indeed, four out of the top five most retweeted designer tweets during fashion month were from the @TommyHilfiger account about Chanyeol’s arrival.
“Tommy has always been fantastic at Twitter – they know what to do to really hype up a live event, and they have the best talent,” continued Morris, who emphasised the importance of unfiltered real time experience to fashion fans. “Tommy really thinks through what it means to share what’s happening in the moment.” For the first time this season, Tommy used @TwitterLive to stream the entirety of the show.
Naturally, Rihanna, Gigi, Bella and Kendall – the usual suspects – all made their mark on Twitter conversations during the month. But there were a few breakout stars, and even unexpected names. Kaia Gerber became one of the most tweeted-about models in her debut season, as did Teyana Taylor after her memorable catwalk outing for Philipp Plein.
And while some of the most popular retweets from fashion month were frankly inexplicable – a photo of Balenciaga robot leggings by Nicolas Ghesquière from Spring/Summer 2007 resurfaced – meaningful and positive conversations were had too. Eleven-year-old Kheris Rogers presented her Flexin’ In My Complexion line, which she started after being bullied at school for her skin colour. “I just made history as #NYFW youngest fashion designer ever!” she tweeted. “I am only 11 years old and made it while encouraging people to love their skin.”
For a more detailed overview, take a look at the rankings below.
Top tweeted moments
1. Chanyeol arrives at Tommy Hilfiger’s show in London
2. Rihanna’s Fenty x Puma show in New York
3. Gigi and Bella Hadid walk Alberta Ferretti in Milan
Most tweeted about designers
1. Tommy Hilfiger
4. Fenty x Puma
7. Philipp Plein
8. Marc Jacobs
9. Tom Ford
Most tweeted about models
1. Gigi Hadid
2. Kendall Jenner
3. Bella Hadid
4. Hailey Baldwin
5. Teyana Taylor
6. Cara Delevingne
7. Emily Ratajkowski
8. Naomi Campbell
9. Kaia Gerber
10. Kate Upton
Most re-tweeted designer tweets
Most re-tweeted tweets from people/influencers/celebs
See the top trends of Spring/Summer 2018, below: