Becky G, Tommy Hilfiger and Michael Kors Topped Media Impact Value at New York Fashion Week in Initial Launchmetrics’ Report
With New York Fashion Week (NYFW), the fashion industry kicks off a busy and buzzy four-week period best known as Fashion Month. The event serves as the backdrop for new collection presentations from designers and brands, but in recent years, it has also morphed into a showcase of the brands’ “cultural capital.”
This Fall Winter 2024 season was no particularly different. Based on preliminary data, Launchmetrics — the leading data company in the Fashion, Lifestyle and Beauty (FLB) industry — reports that Becky G, Tommy Hilfiger, and Michael Kors garnered the highest Media Impact Value™ (MIV®) figures at New York Fashion Week.
Below, EnVi breaks down the initial data.
Top Post and Celebrity at New York Fashion Week
As per Launchmetrics’ most recent report, New York Fashion Week’s recent edition garnered $159 million in MIV®. The data suggests that $119.3 million out of the total MIV® came from social media, while $39.7 million originated online.
Among the slew of buzz-worthy placements (social media posts, articles, blog entries and more), Becky G’s post recapping her activities on the first day of NYFW became the top-performing publication at the six-day event. The Instagram carousel showed the “MAMIII” singer prepping for a Tommy Hilfiger party. It accrued $767K in MIV®.
Becky G was also the top celebrity at NYFW, amassing a total of $1.4 million in MIV® throughout the week. In addition to a stylish appearance at Tommy Hilfiger’s collection unveiling, the Mexican-American singer also sat front row at the Willy Chavarria, Area and Carolina Herrera shows.
Brand Ranking at New York Fashion Week
Though the New York Fashion Week calendar featured a motley selection of emerging and well-established brands, the event’s latest edition proved the power of labels traditionally associated with American style. Tommy Hilfiger, Michael Kors, Tory Burch, Coach and Thom Browne — in that order — dominated MIV® tallies.
Tommy Hilfiger
American powerhouse Tommy Hilfiger returned to NYFW after a few seasons’ absence from the calendar. The brand spared no efforts for the occasion, throwing a Gossip Girl-coded fashion extravaganza at the Oyster Bar in Grand Central. With a front row boasting high-caliber guests, the fashion show had all the attire of an entertainment celebration. Style icons Nayeon, Becky G and Sofia Richie rubbed shoulders with actresses Kelly Rutherford and Adèle Exarchopoulos while stars from the Asia Pacific region monopolized the attention. Thai fashion darling Win Metawin, South Korean star Junho and Indian actress Sonam Kapoor were some of the front row’s heavy hitters. With this glittering list of attendants, it only made sense Tommy Hilfiger rose as the top brand showing at New York Fashion Week.
Becky G was responsible for the top post related to the brand — the same Instagram post that topped MIV® figures at all of NYFW. Meanwhile, Jade Picon authored the top influencer post related to Tommy Hilfiger — an Instagram publication that accrued $286K in MIV®.
Michael Kors
Taking the second spot in the brand ranking, Michael Kors celebrated timeless sophistication with a collection presented at Barney’s former store in Chelsea. Just like every season, the show was attended by a fine selection of VIPs, including Blake Lively, Katie Holmes and Rachel Zegler. The Asia Pacific region was repped by Thai stars Mew Suppasit and Tul Pakorn, as well as Michael Kors’ ambassador, Dahyun.
Unlike Tommy Hilfiger, Michael Kors — the brand — was responsible for its own top placement. The post, published on Michael Kors’ official Instagram account, featured Dahyun, member of the top-selling K-pop group TWICE. The singer rocked a monochrome look in the publication, which gathered $515K in MIV®.
Tory Burch
Rounding up the brand ranking, Tory Burch took the third place. The brand has seen a recent renaissance, attracting plenty of attention to its products and endeavors, so its Fall Winter 2024 show was an all-star affair. Barbara Palvin, Alexa Chung and Lily Chee were some of the it girls taking a seat on the front row.
Indonesian actress Natasha Wilona was also among the VIP guests. In fact, the Anak Jalanan star was responsible for the top post related to the brand. The Instagram publication showcasing her front-row look accrued $189K in MIV®.
The top post coming from Tory Burch’s owned channels was an Instagram publication featuring beauty founder Pritika Swarup. The Instagram carousel generated $113K in MIV®.
Likely to Grow
According to Launchmetrics, the event was monitored between the dates of February 9 and February 19 on online and social media. As the data continues to be processed, the final numbers are likely to increase. Keep your eyes peeled for updates on Launchmetrics’ final report.
*Author’s Note: Media Impact Value™ (MIV®) is an algorithm proprietary of Launchmetrics’ Machine Learning. It assigns a monetary amount to every post, interaction, and article, analyzing more than 100 quantitative and qualitative attributes specific to the fashion, luxury, and beauty industry including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. This algorithm is not to be confused with KPIs like EMV (Earned Media Value).
Want to keep up with New York Fashion Week content? Check out the standout accessories spotted in the streets of New York Fashion Week here.
