Brand Insights in 3 Sentences: Fashion weeks remain an essential part of the industry, bringing together the most influential people from all aspects of the business to different cities to see the latest offerings from major and emerging brands. The Spring/Summer 2024 season racked up high search interest online, especially New York and Paris, as well as billions of views on TikTok. Despite them being about fashion, it’s also a pretty accurate representation of pop culture and economic trends, and the general mood of society today, which is beneficial for related industries to keep an eye on.
Fashion month officially wrapped on October 3rd, marking the end of the Spring/Summer 2024 ready-to-wear shows. Hundreds of shows took place in New York, London, Milan and Paris, bringing all of fashion who’s who with them.
This season saw many pivotal moments, including the highly-anticipated debuts of creative directors like Sabato De Sarno at Gucci and Peter Hawkings at Tom Ford, exciting new designers like Karoline Vitto and Aaron Esh on the calendar, bidding farewell to Gabriela Hearst at Chloe and Sarah Burton at Alexander McQueen and the many, many celebrities in the front row and on the catwalk.
Below, the Quilt.AI team did our own AI-powered roundup of some key insights from the fashion month. Here’s what we found:
👉🏼 Google Trends data showed that interest in both Paris and New York Fashion peaked at 100, the highest possible score, as it took place. Milan scored an 87, while London only scored a mere 39.
TikTok views of the four different fashion weeks also showed a similar ranking, with London gaining the least amount of attention on the platform. London Fashion Week is often seen as the most cutting-edge of the four and has bred many of some of the world’s best designers, but why then, is it not getting the same amount of interest online?
👉🏼 We broke down the brands that showed across all the different fashion weeks by their country of origins, and the results weren’t too surprising. The US took the top spot, followed by the UK and Italy tying at second place.
Similarly, most of the creative directors of these brands also hailed from similar countries.
Given the importance of fashion to France as an industry, we expected the country to rank higher. However, we did observe that many foreign brands choose to have their shows in Paris over the other cities. The Japanese houses in particular, seem to favor the city including prominent players like Issey Miyake, Yohji Yamamoto and Comme des Garçons.
The search results of the brands and creative directors were varied. DIESEL has created more than buzz than ever under Glenn Marten’s leadership, and the show was left open to the public for the second time in an effort to make fashion more inclusive and accessible to a larger audience. The data suggests that this strategy may have worked and piqued the interest of the public looking to attend.
As for the most talked-about creative directors, Rick Owen’s sculptural, Björk inspired collection didn’t fail to bring the drama and set the Internet abuzz. Tom Ford also topped the list due to the label’s first collection without the namesake designer, and Peter Do’s debut at Helmut Lang.
👉🏼 The two main archetypes that were detected across the different fashion weeks was the Everyman and the Rebel. These shows are a chance for designers to push creative boundaries and be as avant garde as they want with fashion, which often leads to beautiful but unwearable pieces. They then select elements from the collection and translate them to retail and for everyday wear.
👉🏼 It’s interesting to note that the top subcultures that Sphere detected were Normcore, Y2K, Summer, Androgynous and Heroin Chic, which remains in alignment with the 90s and 00s nostalgia-fueled, gender fluid and comfort-is-key trends of recent years.
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