"This season, TikTok emerged as the primary driver of NYFW performance, with brands leveraging backstage access, candid talent interviews, and lighthearted, conversational moments to generate buzz. Authentic, personality-led content outperformed overly polished formats, signaling that relatability fields engagement during NYFW."
"Instagram, by contrast, anchored elevated visual storytelling. Brands spotlighted craftsmanship, intricate details, and refined guest portraits, extending the runway narrative through a more curated lens. NYFW content thrived at the intersection of authenticity and artistry, where community driven moments and high-impact visuals worked in tandem to drive success."
Tory Burch led New York Fashion Week social engagement with a 3.6 million engagement score, a 119% increase from its spring 2026 performance last September. Calvin Klein ranked second, followed by Michael Kors, Carolina Herrera, Coach, Cult Gaia, Prabal Gurung, Christian Siriano, Christian Cowan, and Elena Velez. The engagement score measures conscious click-based actions and organic conversation across social platforms, including new fans and conversation volume on X. The measurement window ran Feb. 11–17 and included only brands on the official NYFW calendar. TikTok emerged as the primary driver with candid, personality-led content while Instagram emphasized elevated visual storytelling and craftsmanship.
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