Cultural currency is the ultimate indicator of brand impact. Yet traditional engagement metrics that measure likes and comments on brands’ own content offer only a brand-centric view.
Today, we unveil BoF INSIGHTS PULSE, a new AI-powered social intelligence tool that decodes user-generated content on social media around leading fashion brands and cultural moments. Using the tool, we analysed over 2,300 user-generated Instagram and TikTok posts during Milan’s autumn/winter 2025 shows. From viral moments to unexpected brand buzz, we chart what resonated, why it spread across social media and what it tells us about what matters to customers today.
Explore BoF INSIGHTS PULSE here
What brands dominated social media during Milan Fashion Week?
1. DSquared2’s 30th Anniversary
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WHAT SOCIAL MEDIA SAID:
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- There were mixed reactions to DSquared2’s 30th anniversary show, with TikTok users wavering between amusement and admiration for the show’s chaotic energy.
- Debates arose over the show’s theatrical performance versus the collection’s wearability, with some labelling the designs as “iconic” and others saying that they veered into costume territory.
TOP MOMENTS:
- American rapper Doechii made a grand entrance by emerging from an armoured vehicle, setting an energetic tone before walking in the show. Doechii also closed the show with a performance, during which she almost fell over.
- Actor Brigitte Nielsen appeared dressed as a police officer and humorously “arrested” designers Dean and Dan Caten, adding to the event’s theatrical flair.
- Supermodel Naomi Campbell closed the show in a lace-up leather bodysuit with a powerful closing walk.
WHY IT MATTERS:
- DSquared2’s show blurred the lines between fashion presentation and performance art, raising questions around the value of media attention versus commercial wearability.
- The social buzz generated by artists like Grammy-award winner Doechii — who rose to fame on TikTok — highlights the network effect generated if brands pick the right star that is at the centre of the zeitgeist and fits the brand’s identity.
- DSquared2’s collection encapsulated the brand’s signature blend of audacity and theatricality with bold, unconventional avant-garde looks. This resonated with customers who are feeling discontent with the lack of creativity in luxury fashion following quiet luxury’s reign.
2. Moschino’s Playful Provocation
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SHARE OF VOICE: 7.9%
WHAT SOCIAL MEDIA SAID:
- Moschino’s show sparked a mix of amusement and enthusiasm across TikTok and Instagram, with users captivated by the brand’s playful reinterpretation of everyday objects as luxury items.
- Discussions centred around the “spaghetti bag” and other food-themed accessories, with audiences debating their favourite looks and celebrating the brand’s cheeky, lighthearted aesthetic.
TOP MOMENTS:
- The appearance of the “spaghetti bag” on the runway inspired memes and playful comparisons across social media.
- Model Alex Consani closed the show, wearing an oversized shirt depicting the world and “SOS,” while holding multiple bags resembling trash.
WHY IT MATTERS:
- Moschino’s show pushed boundaries with its surreal designs and proved that humour and satire have a place in high fashion for some brand identities.
- The virality of the show’s accessories demonstrated how meme culture can amplify brand visibility, putting individual products at the centre of social media conversations.
3. Versace’s Nostalgic Reflection Amid Uncertainty
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WHAT SOCIAL MEDIA SAID:
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- Social media buzzed with comparisons between past and present Versace, with users commenting on Donatella Versace’s defining influence on fashion.
- Responses ranged from sentimentality for Versace house codes to anxious speculation around Prada’s rumoured acquisition of Versace and Donatella’s rumoured departure.
- There was also speculation around the absence of Versace runway regulars like Gigi Hadid and Kendall Jenner, fuelling further discussion about potential shifts in the brand’s future.
TOP MOMENTS:
- Donatella Versace took a final bow to Eminem’s “My Name Is,” seen as a symbolic reflection of her legacy amid swirling speculation about the brand’s future.
- K-pop star and Versace ambassador Hyunjin of Stray Kids and rapper Ice Spice appeared on the front row and propelled social media content around the show.
WHY IT MATTERS:
- Social media audiences’ concern around the future of Versace’s creative direction underscored the emotional attachment people have to the brand’s history, proving that fashion legacy plays a key role in its present-day cultural impact.
- Audiences responded to iconic house codes that are central to the brand DNA, such as Versace’s Medusa head and the aesthetic homages to previous collections, emphasising the power of nostalgia and the importance of maintaining a strong visual identity.
4. Antonio Marras’ Gothic Fairy Tale
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WHAT SOCIAL MEDIA SAID:
- Audiences expressed feelings of enchantment in response to Antonio Marras’ autumn/winter 2025 show, calling it a “gothic fairy tale brought to life.”
- Posts critically assessed the collection and its intricate craftmanship, focusing on the layered textures and dark romanticism of the looks and highlighting the tension between the ethereal designs and the industrial setting of the runway.
TOP MOMENTS:
- Sharon Stone appeared as a guest at the show, generating a flurry of posts on TikTok with users dubbing her the “gothic queen.”
- Hashtags like #DarkRomance and #GothicGlam trended on TikTok, with users sharing clips set to soundtracks that matched the collection’s moody vibe.
WHY IT MATTERS:
- Marras’ balance of dark fantasy with luxury craftsmanship highlights the role of fashion as art.
- The depth of social media commentary around the collection’s symbolism and craftmanship reflects the extent to which audiences engage with runway shows, demonstrating how widely fashion week resonates on social media.
- The collection’s strong narrative arc underscores the power of storytelling in amplifying the impact of a fashion show.
5. Fendi’s Centennial Celebration and Family Legacy
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WHAT SOCIAL MEDIA SAID:
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- Audiences celebrated Fendi’s 100th anniversary, commenting on the show’s emotional storytelling and symbols of family legacy.
- Sentiment towards the show was overwhelmingly positive, with audiences applauding the blend of archival and modern references in the collection.
TOP MOMENTS:
- Silvia Venturini Fendi’s seven-year-old grandchildren, Dardo and Tazio, opened the show wearing replicas of archival equestrian outfits, signifying the brand’s family legacy. TikTok users called the moment “heartwarming.”
- Actress Elizabeth Olsen referred to the “Fendi Family” in an interview outside the show, amplifying the narrative of familial bonds, in a clip that circulated around the internet.
- Fendi’s new double-sided Giano bag made its debut on the runway and was seen by social media audiences as a symbol of Fendi’s brand evolution.
WHY IT MATTERS:
- The show was not just the brand’s centenary but also the first co-ed ready-to-wear show by Silvia Venturini Fendi, a third-generation member of the Italian fashion family, following Kim Jones’ departure in late 2024.
- Audiences are captivated by luxury brand heritage stories when they are interwoven with deeply personal references. Brands that highlight the depth of their design archives and storied histories can create emotional connections with customers.
- The conversation highlights the creative interplay between archival design codes and fresh perspectives, a delicate balance that luxury brands must manage carefully in order to capitalise on marketable signatures whilst maintaining audience interest.
Other brands in the Top 10:
6. K-Way: Monsta X star Shownu’s appearance boosted the show’s visibility on Instagram and TikTok.
7. Alberta Ferretti: Lorenzo Serafini’s debut collection, featuring intricate flowing silhouettes that referenced the brand’s origins, excited audiences.
8. Prada: While some praised Prada’s embrace of naturalness and artistic deconstruction, others questioned its practicality and cohesiveness, underscoring the ongoing tension between high-fashion concepts and everyday wearability.
9. Dolce & Gabbana: The show-turned-street party added an unexpected element of fun to the brand’s moment.
10. Ferragamo: The front-row presence of Korean actor and singer Seo Hyun-jin generated significant buzz across UGC.
What happened to Gucci?
Social media chatter around Gucci was muted. The brand did not make it into the top 10 most discussed on social media. Audiences expressed mixed sentiment about the Gucci design team’s collection following Sabato De Sarno’s sudden departure earlier this year, leading some to speculate whether the brand should have taken a season off the fashion week agenda as the industry awaits the announcement of a new creative director.
Explore BoF INSIGHTS PULSE here
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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