Find out the designers and models who ruled social media over fashion month

20 March 2018
By Fashion Quarterly

Your guide to who’s hot right now.

Instagram has released a summary of findings from the recent fashion month, analysing which fashion brands and models dominated the social media platform. And the results speak volumes.

According to The Business of Fashion, the rankings are based on the number of total global Instagram mentions a brand or model has via tags, captions and comments on photo or video posts.

It turns out that going with shock factor, having a major talking point and/or your (preferably) front row position are key to having a highly publicised and successful fashion month if you’re a brand or model. Furthermore, when it comes to hype and attention, the moral of the story is—unsurprisingly—big brands and big names do well.

To find out who had the most Instagram attention over fashion month, scroll below:

The most talked about models on Instagram:

Kaia Gerber (daughter of supermodel Cindy Crawford) took out the top spot as the most talked about model on Instagram across fashion month. With an incredibly hectic schedule, Gerber walked in a total of 21 shows this season including Tom Ford, Chanel, and Fendi.

Closely behind Gerber were the Hadid sisters who amassed attention, mostly due to Gigi’s last Tommy X Gigi racing-inspired catwalk at Milan Fashion WeekSibling Bella gained the title of most-liked video post by a model after congratulating her sister on the Tommy X Gigi show with a bottle of champagne. It just goes to show that the sisterly bond between the duo continues to pull at everyone’s heartstrings.

Models Karlie Kloss and Fran Summers finished off the list of the top five most talked about models from fashion month.

The models who gained the highest percentage of followers during fashion month included some of the best up-and-coming models with Anok Yai taking out the top spot after becoming the first black model to open a Prada show since 1997. Dutch model Yasmin Wijnaldum and Adut Akech Bior came next in line on the list with the latter cementing herself as a Saint Laurent favourite.

French model Léa Julian and Vittoria Cerettiwho already has a high level of engagement on Instagram – also did well in this category. Watch this space because these models are on the rise!

The most talked about brands on Instagram at New York Fashion Week:

Tom Ford was the most talked about designer on Instagram during New York Fashion Week after unofficially kicking the event off. His supernova front row of celebrity guests, including Zayn Malik, Julianne Moore, Rosie Huntington-Whiteley and Anwar Hadid, likely had something to do with the social media flurry around the brand.

Calvin Klein followed in second place after transforming the American Stock Exchange into a runway surrounded by barns, scaffolding and Andy Warhol photographs. The key hype around this event was namely due to the ankle-deep popcorn that guests and models had to wade through. Leaving us with this question: Where did all that popcorn came from?

In third place sat Ralph Lauren, fourth was Michael Kors and Marc Jacobs slid into fifth, with his models wearing show-stopping hats and dramatic ’80s power shoulders.

The most talked about brands on Instagram at London Fashion Week:

A clear winner for London Fashion Week was Burberry with creative director Christoper Bailey showing his final collection for the brand. Models walked down the runway in clothing featuring the iconic Burberry check with rainbow accents that showed support for the LBTQ+ community. It was truly an iconic moment.

Designer Richard Quinn came in second place and has now become a household name after his presentation saw Queen Elizabeth II attend her first fashion show ever. Other top five fashion brands on Instagram during London Fashion Week included Christoper Kane, Teatum Jones and Delpozo.

The most talked about brands on Instagram at Milan Fashion Week:

Gucci clearly topped the rankings for the most buzzed about show on Instagram from Milan Fashion Week, with its insane severed head stunt and operating theatre-inspired runway. Prada came in second after having Anok Yai open for the show while Fendi, Versace and Moschino all followed closely behind.

The most talked about brands on Instagram at Paris Fashion Week:

As per usual, Chanel ranked first at Paris Fashion Week after providing a spectacular autumnal runway while Dior followed in second place, showcasing Maria Grazia Chiuri’s final show with the brand.

Louis Vuitton, Saint Laurent and Balmain all gained a lot of attention via social media, while strangely, Balenciaga didn’t rank after being named the hottest fashion brand last year.

The designer with the most engagement across fashion month:

Victoria Beckham didn’t rank amongst the hottest brands at New York Fashion Week, however the designer did gain the most engagement on Instagram with the most-liked photo post by a designer and the most-liked video over the entirety of fashion month.

Watch Victoria Beckham thank her family at her last New York Fashion Week show:

Loading the player...

Words: Ella Francis
Photos: Instagram


Sign up & Join
FQ Insider

Unlock exclusive content, behind-the-scenes insights, and special offers by becoming an FQ Insider.

Fashion Quarterly Winter 2023 Cover
Fashion Quarterly Winter 2023 Cover

Sign up & Join
FQ Insider

Unlock exclusive content, behind-the-scenes insights, and special offers by becoming an FQ Insider.

Sign up to the Fashion Quarterly newsletter.

*Ts&Cs apply.
Find out more at