New York Fashion Week Spring Summer 2025 in Final Media Impact Value Numbers
Every September, New York Fashion Week (NYFW) welcomes Fashion Month, bringing brands, collections and front rows under the spotlight. After sharing initial Media Impact Value™ (MIV®) data regarding top placement and top brands, on September 26, leading analytics company Launchmetrics published a full report with additional data that delved into top voices, channels and additional NYFW findings.
Voice Mix and Channels
Similar to previous years, media sources remained top MIV-earning voices, accounting for 51% of the Voice Mix at NYFW. Meanwhile, influencer and celebrity voices contributed 23% and 15% respectively. However, it’s worth noting that influencers, generated nearly three times more placements than media outlets. On TikTok, specifically, influencer content accrued 42% of the platform’s total MIV. Names such as Georgina Mazzeo, Caroline Vazzana, Jade Picon, Camila Coelho and Shannon & Shannade Clermont lead the influencer voice ranking.
Nevertheless, Instagram still holds the crown as the top platform for sharing fashion content during NYFW. The social media site generated 56% of NYFW’s total MIV and remained at the top for content efficiency, generating an average of $12.1K in MIV per placement.
Top Voices
Reflecting the diversity of the voice mix, American media outlets and American fashion brands led the overall top voices ranking. Vogue Magazine US and WWD each garnered $15.8 and $6.2 million in MIV, while Michael Kors and Tommy Hilfiger respectively accrued $5.8 and $4.2 million in MIV. The only celebrity to make it in the Top 5 of overall voices was Filipino personality Pia Alonzo Wurtzbach who generated $6.8 in MIV, making her the top MIV-earner in the celebrity voice list. Wurtzbach was present at various Fashion Week events, authoring relevant placements for Carolina Herrera ($1.4 million), COS ($1.24 million) and Tommy Hilfiger ($1.2 million).
American rapper NLE Choppa, Indonesian actress Syifa Hadju and K-pop stars Lee Know and Felix (members of music sensation Stray Kids) completed the celebrity ranking. NLE Choppa landed second place, generating $2.4 million in MIV. Lee Know took the third spot, authoring $2.3 million in MIV via two placements. Syifa Hadju, star of the popular Bidadari Surgamu series, was responsible for $1.9 million in MIV and K-pop star Felix Lee generated $1.5 million in MIV through a sole placement.
Leading Brand: Tommy Hilfiger
As expected from an event reuniting the best of American fashion, US brands Tommy Hilfiger, Michael Kors and Coach topped the brand ranking at NYFW.
After its comeback to the official calendar last season, Tommy Hilfiger returned to NYFW with an entertainment-filled runway. Held aboard the MV John F. Kennedy ferry, the fashion show reunited the biggest global stars, from the iconic Wu-Tang clan to Olympian athletes and Asian celebrities.
Tommy Hilfiger’s owned media, South Korean celebrities Lee Know, Felix and Jisoo, as well as Vogue Korea were the most relevant voices at the Tommy Hilfiger SS25 show.
Lee Know generated $2.3 million in MIV with two placements — Instagram posts shared on his personal account. Meanwhile, as the initial data previously reported by EnVi reflected, Felix accrued $1.5 million in MIV with a single Instagram post, which emerged as the top placement at both the Tommy Hilfiger show and NYFW.
Felix and Lee Know’s combined presence at the star-studded event “stole the show,” as per Launchmetrics — the duo prompted 20% of Tommy Hilfiger’s total show coverage.
On the other hand, K-pop star Jisoo, who attended NYFW for the first time in years, authored one placement worth $1.4 million in MIV and boosted coverage of the Tommy Hilfiger show by 19%. Other relevant faces at the event included American Olympians Sunisa (Suni) Lee ($326K) and Gabby Thomas ($310K).
Tommy Hilfiger ultimately accrued a whopping $39.9 million in MIV.
The Brands Making Waves
Debuting at NYFW after calling Paris home in previous seasons, Off-White was one of the most-talked-about brands at the six-day event. The brand’s buzz-worthy debut generated $10.1 million in MIV and prompted 1.5K placements. The show was attended by prominent stars such as NLE Choppa ($863K), Coco Jones ($560K), Issa Rae ($190K) and Jade Thirlwall ($174K).
Another brand gaining steam this season was Luar, which showcased its latest collection at the legendary Rockefeller Center, in front of an equally iconic front row that included Madonna, Coco Jones and Ice Spice. Madonna was, in fact, the star of the event, driving 45% of the total show’s MIV ($3.5 million) and contributing with an Instagram post worth $586K. The brand ultimately garnered $7.7 million in MIV, greatly benefiting from the star-studded front row.
Willy Chavarria’s “América” collection was another highlight at NYFW. The show not only displayed a broader political message but also reflected the brand’s ability to resonate with industry professionals. The presentation, attended by Olympian Noah Lyles, Shannon & Shannade Clermont, Ozuna and more, was widely talked about in media outlets, which accounted for 81% of the show’s total coverage. The brand’s top placement was a post on Vogue US worth $150K MIV.
*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 Return Of Investment measurement. This algorithm is not to be confused with KPIs like EMV (Earned Media Value).
Interested in more fashion content? Check out the celebrities making waves across fashion capitals during Fashion Month here.
