Victoria Beckham Won the Social Media Game at NYFW
With an assist from Brooklyn Beckham.
Another New York Fashion Week has come and gone, and while it seemed like no one could stop talking about Rihanna's Fenty x Puma motocross spectacle slash runway show on social media, it was actually Victoria Beckham whose brand had the highest social engagement this season, followed by Calvin Klein and Michael Kors.
The data doesn't lie: According to a report from WWD, which pulled numbers from digital data analysis company ListenFirst, Beckham had more than 5.6 million engagements, primarily driven by Instagram. An appearance from her teen heartthrob son, budding photographer Brooklyn Beckham, taken backstage at the show helped drive her success. While photos of the collection on the runway, as well as selfies of the designer with other collaborators and friends hovered in the range of 70k to 300k likes, the photo of the mother-son duo earned almost 700,000 likes.
Coming in second place was Calvin Klein with 2.9 million engagements. Belgian designer Raf Simons showed his second collection for the American Fashion house that he joined late in 2016, and his second offering was just as well-received by critics and fans as his first. Kaia Gerber also upped the social ante by taking her first-ever turn down the catwalk for the brand. Rounding out the top three was Michael Kors with just over 2.1 million engagements.
In a surprise twist, Rihanna's extravaganza was bested by Sherri Hill, who eclipsed RiRi for the fourth spot with 1.9 million engagements to Fenty x Puma's 1.8 million. However, given Sherri Hill's popularity in the prom space, and therefore recognition among the Instagram-addicted teenage girl demographic, it's not completely unheard of that the brand known for sparkle, frill and flare would fare so well. A handful of Insta-famous gals sitting front row helped, too.
Rounding out the top 10 were: Ralph Lauren (1.7 million), Tom Ford (1.6 million), Marc Jacobs (1.1 million), Alexander Wang (951k) and Coach (621k).
The one element the top 10 had in common? Celebrities. Aside from Sherri Hill, each brand pulled big names — from Selena Gomez to Gigi Hadid to Nicole Kidman — to either the front row or the catwalk itself.