Autumn/Winter 2025 was a season of contrast – one where brands oscillated between scaling back or doubling down on talent and production. Yet, Fashion Month grew +47% year-on-year, generating $775.9 million in Earned Media Value (EMV), according to Lefty data, making the case for two distinct approaches.

In our latest report, featuring unique proprietary data from our partner at The Independents, Lefty, we unpack some of the most successful strategies observed on the scene – from tapping into buzzy fandoms to casting niche, subcultural faces on the runway; from super-scale show production to intimate, closed-off events and parties; and who leveraged TikTok’s favourite commentators to drive the conversation even further.

This season showcases a further collaboration with our partner, CTZAR, experts in social media strategy, who dive into some of the month’s key social trends, showcasing how leading brands are homing in on their narratives through Instagram and TikTok.