Which Brand Won London Fashion Week?


WHO won Instagram at London Fashion Week? According to the social media platform’s in-house data team, the answer is Topshop, which beat Christopher Bailey’s ode to Britain at Burberry and Tommy Hilfiger’s celebrity-packed extravaganza to become the most buzzed about show on Instagram, the company revealed exclusively to Vogue. Topshop amassed more tags, mentions, and comments than any other designer during London Fashion Week.

So how did the home-grown, high-street mainstay best both a heritage icon and a spectacle that had not one, not two, but three Hadid siblings? Aside from the parade of top models, which included industry darlings Adwoa Aboah, Joan Smalls and Jourdan Dunn, Topshop’s presence is unrivalled on the social media platform.

 The brand posted more videos and stories than any other designer during London Fashion Week - and twice as many stories over the last month than third-place Hilfiger.

But with the longest runway and the largest in-person audience of any London show, it was Hilfiger who closed out the week with a night to remember. The brand attracted the most views of any designer on Instagram Live, bolstered in part by a surprise music performance from the Chainsmokers at the historic Roundhouse venue in Camden. And with Gigi Hadid as the face of the brand, Hilfiger quickly obtained both the most liked photo and video by any designer during London Fashion Week.

As far as sibling rivalry goes, there is indeed little doubt that this week belonged to Gigi. The elder Hadid, fresh off her Gigi x Tommy collection, secured not only the most-liked model photo on Instagram but also the most views on both Stories and Live. And though NYFW wasKaia Gerber’s, her brother Presley is receiving just as much love across the Atlantic, walking for Hilfiger and Burberry, and seeing a higher percentage follower growth here in London than even his younger sister.

And London’s breakout star? None other than Charlee Fraser. After a packed NYFW, where she was the most booked model for the season, Fraser continued her busy schedule across the pond, walking for Christopher Kane, Versus, Topshop and in Ralph & Russo’s long-anticipated ready-to-wear debut. As the first Australian model in the fashion spotlight, Fraser saw the highest percentage growth during LFW.

For a more detailed overview, take a look at the top rankings below.
Most buzzed about show on Instagram
1. Topshop
2. Burberry
3. Tommy Hilfiger
4. Emporio Armani
5. Ralph & Russo
Top designers with the most-viewed stories
1. Topshop
2. Tommy Hilfiger
3. Burberry
4. Ralph & Russo
5. Sophia Webster

Top models with the most-viewed stories
1. Gigi Hadid
2. Bella Hadid
3. Sara Sampaio
4. Alessandra Ambrosio
5. Hailey Baldwin
Models who gained the highest percentage of followers
1. Charlee Fraser
2. Presley Gerber
3. He Cong
4. Kaia Gerber
5. Luna Bijl






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