Who Won Fashion Month SS26 on Social Media?
Brands tapping into fandoms and cultural crossovers gained the most online traction, rather than creative director debuts.
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 included the influence of Thai actors, TV stars like Christopher Briney, and long-term brand ambassadors from Hollywood and K-pop.
Brands are prioritising the ever-growing influence of Thai actors, of-the-moment TV stars and long-term brand ambassadors to drive global reach and high engagement.
Author's summary: Brands leveraged fandoms and cultural crossovers for online traction during Fashion Month SS26.