S.S.Daley wins London Fashion Week Instagram race, but multiple brands see spikes too

New analysis of social media engagement around London Fashion Week shows that winning the Queen Elizabeth Award was a real coup for S.S.Daley, but that other brands also saw massively increased interest on Instagram.

Social media management specialist Dash Hudson has analysed all brands that had shows and presentations throughout the week, looking specifically at Instagram content from September 13 to 16. 

It said participants saw a surge in Instagram activity that outpaced other fashion and luxury brands during the same period. 

“It’s clear that LFW remains a powerful catalyst for digital engagement, reaffirming its status as a must-watch event for the global fashion community,” the company explained.

As mentioned, S.S.Daley “stole the spotlight at London Fashion Week with an astonishing 10.27% growth rate, 14,571% higher than the fashion industry average. The brand’s debut womenswear collection made waves, and its post featuring Anna Wintour and Harry Styles became the most engaging post of the week”. 

Meanwhile, Chet Lo, Karoline Vitto, Tolu Coker and Buer Langma were also found to be top-performing brands across both growth rates and engagement, according to Instagram. 

Looking at the engagement rate details, S.S.Daley had a 4.56% engagement rate, which was 4,460% higher than the fashion industry average. Chet Lo had a 4.26% engagement rate, 4,160% higher than the fashion industry average. For Buer Langma the figures were  2.05% and +1,950%; for Yuhan Wang they were 1.24% and +1,140%; and for Pauline Dujancourt 1.17% and +1,070%.

We’ve already looked at S.S.Daley’s growth rate. Karoline Vitto’s was 3.82%, 5,357% higher than the fashion industry average. Those figures for Tolu Coker were 3.61% and +5,057%; for Ahluwalia 2.03% and +2,800%; and for Yuhan Wang 1.88% and +2,585%.

The average Instagram engagement rate of all brands that participated in LFW was 0.6%, which is six times higher than the fashion average and two times higher than the luxury average.

And the average growth rate of brands that showcased during LFW was 0.94%, which is 755% higher than both the luxury and fashion industry averages. 

Interestingly, brands that presented during LFW used carousel posts to showcase their collections and this year, static images were the preferred media format over video.