SS21 Fashion Weeks will enter in fashion history. For the first time, the international fashion system's four capitals had to face an unprecedented period due to the pandemic still ongoing in several countries. New York, London, Milan, and Paris answered with different approaches and results. Even with strong efforts, the first two registered the defection of many relevant brands. Milan and Paris bravely chose to go ahead with phygital SS21 Fashion Weeks, including both physical and digital runways, presentations, and events and had the support of a lot of participating brands.

DMR Group analyzed the impact of SS21 Fashion Weeks on Print, Web, and Social, tracking the usage of official keywords and hashtags, in the following periods:

• NEW YORK, taking place from September 13 to 16 and monitored from September 12 to 17;
• LONDON, taking place from September 17 to 22 and monitored from September 16 to 23;
• MILAN, taking place from September 22 to 28 and monitored from September 21 to 29;;
• PARIS, taking place from September 28 to October 06 and monitored from September 27 to October 07.

For Print, we considered a group of 50 dailies over 16 key countries to offer a coherent analysis. For Web and Social, we used the full DMR Group panel, including more than 100K websites and 25K selected social accounts worldwide. Reading our SS21 Fashion Weeks report, you will discover which fashion capital had the highest media impact, which countries offered more visibility to these events, how Brands played a crucial role in the Social Media, and many other insights. To download your copy of our analysis and access full data, fill the form below.