While critics hailed debut collections by Haider Ackermann for Tom Ford and Sarah Burton for Givenchy as standout moments of Paris Fashion Week, customers offered a different verdict.
Using BoF INSIGHTS PULSE — a new AI-powered social intelligence tool, powered by Quilt.AI, that deciphers user-generated content on social media — we analysed over 3,800 Instagram and TikTok posts about Paris Fashion Week’s autumn/winter 2025 shows. From standout celebrity appearances, to creative runway staging, we analyse what resonated and what it signals about how to leverage fashion shows to engage customers online.
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What brands dominated social media during Paris Fashion Week?
1. Schiaparelli’s Surrealist Western
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SHARE OF VOICE: 8.3%
WHAT SOCIAL MEDIA SAID:
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- Social media audiences praised Daniel Roseberry’s homage to his native Texas in his “Lone Star” collection, commenting on how the collection’s western gingham prints and oversized silhouettes blended with the brand’s surrealist style.
- People buzzed about the collection’s gold statement jewellery, particularly the finger jewellery, drawing attention to the brand’s signature metalwork.
TOP MOMENTS:
- American rapper Doechii attended the show in a custom Schiaparelli structured denim corset gown. Social media audiences praised her self-confidence and individuality, referencing the “Doechii Effect,” referring to the rapper’s journey of self-expression and empowerment.
- Fellow rapper Doja Cat joined Doechii in the front row in a zebra-print dress, reinforcing the influence of animal prints in the collection.
WHY IT MATTERS:
- Roseberry’s collection was inspired by a universe where men no longer exist, offering a refreshed vision of femininity that resonated with social media audiences. Customers honed in on elements such as structured denim and corsetry, as well as the western theme that is traditionally associated with masculinity. This speaks to a broader cultural shift where women are reclaiming narratives of toughness and celebrating elegance in a new form of power dressing.
- Roseberry’s fusion of his personal heritage with Schiaparelli’s surrealist brand codes showcased a fresh, modern evolution of the brand while maintaining its legacy of artistic experimentation.
2. Coperni’s Front Row Gamers
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SHARE OF VOICE: 7.9%
WHAT SOCIAL MEDIA SAID:
- Coperni’s unusual fashion show staging — a large-scale LAN party where gamers gather to play together — sparked a polarised debate around the evolving definition of a fashion show, with some lamenting the loss of traditional runway experiences.
- Gen-Zers embraced Coperni’s bold integration of gaming culture and technology with high fashion, seeing it as a fresh and digitally relevant approach.
TOP MOMENTS:
- The show fused a runway and live e-sports arena, with guests sat among gamers playing Fortnite, Rocket League and other games in a dark, neon-lit venue.
- The Tamagotchi x Swipe Case bag collaboration, which fuses the iconic digital pet from the 1990s with Coperni’s Swipe Case, was widely shared on social media and celebrated as a playful nod to digital nostalgia.
WHY IT MATTERS:
- The show underscored the growing convergence of luxury fashion and gaming, two industries that are shaping modern identity and self-expression, positioning Coperni at the forefront of a new era where fashion is not confined to traditional runway formats.
- Coperni is known for its technologically innovative and unconventional fashion show sets. By staging a show within an e-sports arena, the brand reimagined the runway as an immersive, digital-first experience, sparking conversations about the evolution of physical fashion shows in an increasingly virtual world.
- The Tamagotchi x Swipe Case bag collaboration highlights how nostalgia can be a powerful tool for evoking emotional connections by tapping into collective memory.
3. Tradition and the Unexpected at Chanel
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WHAT SOCIAL MEDIA SAID:
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- Social media discussions centred around Chanel’s classic tweed pieces in updated silhouettes, such as cropped jackets and mini skirts, in vibrant colours like bright pink and pastel purple, sparking debate around the brand’s ability to modernise traditional styles.
- Chanel’s reinterpretation of its signature pearls in statement-making designs sparked mixed reactions. Notably, the oversized pearl crossbody bag featured in the collection became a TikTok meme, with users drawing playful comparisons to everyday items like gumballs and debating its practicality.
- Audiences eagerly discussed not just the clothes on the runway but the overall spectacle of the show, buzzing about the front-row celebrity appearances.
TOP MOMENTS:
- An unplanned runway cameo by a stray pigeon amused audiences, with playfully contrasting the uninvited guest with the show’s polished glamour.
- Celebrity attendees like Tyla, Camila Cabello and Elle Fanning generated conversations on TikTok and Instagram, with audiences buzzing over their front-row fashion and the aspirational allure of the Chanel show experience.
WHY IT MATTERS:
- Ongoing debates about Chanel’s ability to modernise beyond its classic tweed interpretations raise the stakes for the highly anticipated arrival of Matthieu Blazy, whose first collection for the brand will be presented in October 2025.
- The spontaneous pigeon incident illustrates how unexpected moments can drive audience engagement and broaden the conversation around fashion shows.
4. Victoria Beckham’s Evolving Minimalism
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WHAT SOCIAL MEDIA SAID:
- Social media highlighted the minimalist aesthetic in Victoria Beckham’s autumn/winter 2025 collection, noting how clean lines were mixed with fresh twists like bold colour choices and unexpected pairings. Audiences honed in on the white oversized shirt paired with tailored trousers and a sculptural white mini-dress.
- Discussions also centred around the Beckham family’s presence at the show, with users emphasising how their cohesive style reinforces aspirational family values and sophistication.
TOP MOMENTS:
- The Beckham family’s front-row presence and interactions with other guests, including Anna Wintour, drew significant attention on social media.
- Victoria Beckham’s closing appearance, with her mid-length hair tucked into her roll-neck sweater, was widely shared across Instagram and TikTok, further amplifying the show’s visibility.
WHY IT MATTERS:
- The social dialogue underscored how Victoria Beckham’s aesthetic continues to evolve, showing the brand’s ability to balance timeless designs with bolder fashion statements.
- Engagement around the terms “quiet luxury” and “comfy chic” reflects how some consumers continue to gravitate towards understated luxury fashion.
5. Saint Laurent’s 80s Power Dressing Reimagined
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WHAT SOCIAL MEDIA SAID:
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- Social media discussions centred on Saint Laurent’s reinterpretation of 1980s power dressing, including strong-shouldered jackets and belted waists. Audiences debated whether the collection successfully modernised these iconic styles for contemporary tastes.
- Audiences were excited by Anthony Vaccarello’s take on confident femininity. The combination of bold colour blocking and vintage-inspired luxurious fabrics like lace and velvet was interpreted as a form of renewed sophistication.
TOP MOMENTS:
- Bella Hadid walked the show in a semi-sheer royal blue lace dress, marking her only appearance on the runway at Paris Fashion Week.
- Blackpink’s Rosé attended the show in a flowing white dress resembling a night gown, which drove social media content around the show.
WHY IT MATTERS:
- Saint Laurent’s strategic use of star power amplified the brand’s reach and impact. Buzz around Rosé from Blackpink and Hailey Bieber’s attendance, as well as enthusiasm for supermodels like Kate Moss and Linda Evangelista in the front row, reinforced the collection’s timeless glamour.
- By blending heritage elements with contemporary styling, Saint Laurent successfully tapped into both nostalgia and modern fashion sensibilities, keeping the brand relevant and aspirational while staying true to its codes of feminine power dressing.
Other brands in the Top 10:
6. Miu Miu (5.8% SOV): Actor Sarah Paulson’s runway walk, A$AP Rocky’s front-row appearance and the collection’s revival of the bullet bra sparked excitement across social media.
7. Courrèges (5.8% SOV): The show’s multicoloured confetti storm during the finale sparked a sense of celebration and joy across social media.
8. Stella McCartney (5.3% SOV): Kate Moss and Cameron Diaz made front-row appearances that were widely shared on Instagram and TikTok.
9. Rabanne (5.3% SOV): Singer Chappell Roan’s presence at the show generated considerable excitement with a flurry of user-generated content.
10. Dries Van Noten (5.2% SOV): Audiences were enthusiastic about Julian Klausner’s debut, commending the collection’s opulence, the Opéra Garnier setting and the respect shown for the brand’s heritage.
What about the debuts of Haider Ackermann at Tom Ford and Sarah Burton at Givenchy?
While the debut collections at Tom Ford and Givenchy didn’t generate enough buzz on social media for either brand to rank in the top 10, the sentiment towards these shows was largely positive. TikTok and Instagram users described Sarah Burton’s Givenchy debut as a “return to the archives” and admired her vision of contemporary femininity. At Tom Ford, Anna Wintour’s standing ovation for Haider Ackermann’s debut collection captured attention, with Instagram users hailing it a historic moment in fashion. Meanwhile on TikTok, discussions focused on Ackermann’s standout looks as well as his potential to revitalise the brand as a Colombian designer.
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How can fashion brands use BoF INSIGHTS PULSE?
1. Sharpen Brand Messaging and Audience Targeting
The tool maps user-generated content on social media around brands, their competitors and cultural moments. It segments audiences based on real behaviour, providing deep insights to help brands refine messaging and boost engagement.
2. Track Brand Perception and Trending Themes
Trained specifically for the fashion industry, the tool captures nuanced customer conversations about brands even if the brand is not tagged or mentioned. It analyses video, audio, images and text, ensuring no brand cue is missed. AI-driven categorisation structures conversations into clear themes, helping brands track customer perception and trending topics.
3. Identify Strategic Partnerships and Brand Ambassadors
By uncovering key conversations and brand connections, the tool identifies valuable partnership and ambassador opportunities. It helps brands collaborate with the right voices to maximise impact.
Explore BoF INSIGHTS PULSE here
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