The fashion shows of Milano Moda Uomo, the most prestigious event organized by The National Chamber for Italian Fashion, finished up yesterday and we are ready to unveal the best performing brands on Instagram from the 13th to the 17th of January with our punctual Instagram Fashion Index.
This is the fourth edition of the observatory that analyzes the Instagram performance of fashion brands in terms of engagement, followers, new followers, posts, unique authors and influencers during all the editions of the Milan Fashion Week. Finally the results of the analysis are available!
Armani, Moschino and Versace the most engaging
During the six days of the event, the official Instagram account of Armani conquered the highest number of interactions, 1,3M for a total of 68 posts. Peak of engagement with the runway show of #EmporioArmani on January 14th, despite the most engaging content has been published the day before the fashion show and features the hashtag #EAConnected referring to the new hybrid smartwatch line.
Second place for Moschino with 1,1M interactions and the highest number of unique authors (2,5K) who have interact mostly with the posts featuring Chiara Ferragni & Fedez. Versace follows behind with 568K interactions and 24 posts published during the fashion shows: its top hashtag is #versacelive.
Prada the most followed, Philipp Plein the most active
In the ranking of total followers, Prada is the brand leader with its 11M followers and it has also collected most new followers during the analysis period (+76K). Good performance for Fendi as well with more than 61K new followers; its top post features the model Gigi Hadid and is the third most engaging of this edition of Instagram Fashion Index:
Also Salvatore Ferragamo performed well during the analysis period with 12,5K new followers. It is very effective the fashion brand’s decision to involve influencers, such as Alberto Ortiz Rey and Bryanboy, in its social media marketing strategy.
Looking at the activity of fashion brands, Philipp Plein is the one who published the highest number of content, 113 posts, gathering this way 364K interactions and #pleinmegamansion as the top hashtag.
#MFW and the power of Influencers
Considering the official hashtags of the event, we have also identified the Top Influencers who have participated in the conversations around #MFW. Surprisingly, the most engaging influencer is a woman (something similar emerged in the Pitti Uomo 91 analysis tha you can find here), the Spanish blogger Aida Domenech who collected 371K interactions with only 3 posts dedicated to DSquared2.
The second most engaging influencer is the young spanish model Marc Forné with a strong passion for photography: he posted 13 pictures during Milan Fashion Week, featuring not only fashion shows, but also views of Milan, which reached almost 233K interactions.
Nevertheless the top engaging post by an influencer belongs to the italian blogger Mariano Di Vaio, which collected 143K interactions.
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