Sportsmen Are the New Model of Fashion Week

Fashion Weeks have just ended, and like any period full of events, the end of the Games means the brands, maisons and agencies themselves have to deal with everything that has come from it, above all in terms of Engagement And visibility,

Often, in the past, the men’s catwalk has lagged behind the most popular women’s fashion shows, prompting many men to invest less in men’s clothing. However, this year, Men’s Fashion Week growth grew 79 percentage points compared to SS23, generating $219 million in earned media value.

what no one noticed is the effect of players and performers at Fashion Week events, such as the show held at Pharrell Williams’ debut for Louis Vuitton, which was attended by lifelong friend Jay-Z, along with a huge audience of other singers and athletes. Or rather, it was the case of Cardi B, who literally became the protagonist at Haute Couture Week, popping up on any catwalk in breathtaking dresses, all apparently shared by the main communication channels of the sector, until they Didn’t go viral.

Well, if on the part of the artists we expect to some extent this return of the image and this surge in conversation, what has been observed for these fashion weeks and for the Parisian in detail, is that the player influence Rapidly rising in the hierarchy.

According to Lefty’s analysis, influencers represented 20.5% of the audience, followed by musicians at 17.7%, press at 16.4%, actors at 10.4%, and athletes in fifth place, at just under 8%. Although they were a minority compared to the other Realms, their influence and their media reputation was considerable. Ranked first among brands collaborating with athletes, in terms of earned media value Louis Vuitton which generated 48.5 million, followed by dior With 33.4 million, e Prada With 31.9 million.

Analyzing in detail, Lewis Hamilton, who only attended the Louis Vuitton and Rick Owens shows, was the most influential player with an EMV of 1.7 million. right after Lebron James

: He also attended the Louis Vuitton show, and actually, at that show specifically, took home 1.1 million EMVs. jule conde He is third in the standings, paving the way for a succession of players from the world’s best teams, with many appearing on the catwalk, including Barcelona champions Louis Vuitton, Kenzo and Wells Bonner.

In the ranking description, it is immediately clear that the sport that has the most influence, especially with regard to the number of its exponents, is certainly football, which is represented by Paul Pogba, marcus rashford, jule conde And david alabaWith the growing interest in the NBA, represented by LeBron James and Russell Westbrook, a league that has always been very attentive to style, and finally by Formula 1, which has reached pole position thanks to its timeless style. Lewis Hamiltonand of Pierre Gasly Which in any case is at the top of the fashion panorama.

The ever-increasing interest in men’s wardrobe, especially thanks to fashion houses or streetwear brands, has meant that these players have gained more and more popularity among the public, so much so that they have become true style icons. For example, Lewis Hamilton, perhaps the most paparazzi on the Formula 1 circuit, has become one of the most popular of the men in view, but the NBA tunnel also, from time to time, provides fans with interesting looks: exaggerated and eccentric. , But also full of style, they are the new idols that even the fashion system has understood that it has to focus on.