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A Glimpse of Fashion Month Spring/Summer 2018 on Instagram
Designers and models turned Instagram into a virtual runway as they debuted the top looks for Spring/Summer 2018. See what the Instagram community buzzed about most.
INHALTE
Instagram is always filled with fashion, but over the past few weeks it looked particularly resplendent. During Fashion Month Spring/Summer 2018 (SS18), which ran from September 6 through October 3, 143 million people around the world turned to the app to discover, share and discuss the newest spring styles.
Overall, the Instagram community produced 709 million likes, comments, stories and posts related to the event — nearly triple the engagement on Instagram of Fashion Month Fall/Winter 2017 (FW17).
Facebook IQ took a closer look at the shows, designers and models that captured the most attention on Instagram throughout the event, which consisted of four back-to-back Fashion Weeks in New York (#NYFW),1 London (#LFW),2 Milan (#MFW)3 and Paris (#PFW)4. Explore the results for inspiration for how to engage fashion lovers next season — or next week.
Michael Kors, Topshop, Gucci and Saint Laurent turned heads
Most buzzed about Fashion Week SS18 shows on Instagram5
1. Michael Kors
2. Ralph Lauren
3. Marc Jacob
1. Topshop
2. Burberry
3. Tommy Hilfiger
1. Gucci
2. Versace
3. Fendi
1. Saint Laurent
2. Dior
3. Chloe
Both designers and models worked the feed
Designers and models who received the most interactions on Instagram during Fashion Week SS186
DESIGNER
MODEL
Victoria Beckham
Bella Hadid
Tommy Hilfiger
Gigi Hadid
Gucci
Gigi Hadid
#PFW4 Dior Gigi Hadid
Models who gained the highest percentage of followers on Instagram during Fashion Month SS187
Influencers captured attention with photos and video
Facebook IQ research shows that during big cultural events, people tend to visit Instagram to see behind-the-scenes content that makes them feel like insiders. It therefore makes sense that several of the most liked photos and videos posted by models and designers on Instagram during Fashion Month SS18 showcased exclusive, authentic content. For instance, during #NYFW, the most liked designer video was an eye makeup tutorial by Victoria Beckham, and during #LFW, the most liked model video was a behind-the-scenes moment of Kendall Jenner getting some help with her wardrobe.
Glimpses of the runway action were also popular. A runway clip of Teyana Taylor became the most liked model video during #NYFW, and Versace posted the most liked designer photo of #MFW: an image of Donatella Versace linking arms with five famous supermodels dressed in “dazzling metal mesh.” The mesh and models — along with other elements of the the Versace #MFW show — were an homage to designer Gianni Versace, Donatella's brother.
Chanel posted the most liked designer video and most liked designer photo of #PFW. The video offered Instagrammers a view of the designer's show, and the photo provided a closer look at the set.
Throughout Fashion Month, designers and models also engaged the fashion community with Instagram Live footage of runway shows and Instagram Stories featuring Boomerangs, Hyperlapses and other creative Instagram tools.
