Milan Fashion Week Instagram Statistics SS18 Season

AHEAD of his show on September 20, Alessandro Michele, the creative director of Gucci, expressed some frustration with the critics who had been telling him to switch it up. “I want to stay in my aesthetic,” Michele told British Vogue. And with good reason, it seems. According to latest data from Instagram, in the eyes of the 28 million users engaged with Milan Fashion Week on the social-media platform, Gucci still reigns supreme. As the most buzzed about brand of the week, Gucci saw the greatest number of tags, mentions and comments in Milan, in addition to the most views on Instagram Stories.

As always, the show was quintessentially Michele, which meant that it was catnip for social media. Aside from the kaleidoscopic wardrobe, Michele supplemented his glitter and glam vision with strobe lights, classical statues and even an Aztec temple. In the front row, Dapper Dan – a recent Gucci collaborator – made an appearance on the front row alongside the likes of A$AP Rocky and Chinese superstar Chris Lee.

But let’s not forget about the runner-up. In a heartfelt tribute to her brother,Donatella Versace reunited five of Gianni’s supermodel muses – Carla Bruni-Sarkozy, Claudia Schiffer, Naomi Campbell, Cindy Crawford and Helena Christensen – to conclude the Versace show with a bang. In perhaps what will be the most memorable fashion moment of the season, Versace secured both the top-liked designer photo and video on the social media platform. After the show, the models’ follower counts spiked.

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Kendall Jenner, who was notably absent from London Fashion Week, returned to the catwalk in Milan, walking for Fendi, Tod’s, Versace and Bottega Veneta. With a follower count of nearly 84 million, Jenner easily obtained both the top-liked model photo and video. Meanwhile, Gigi and Bella Hadid, who appeared together on the runway for Alberta Ferretti, Fendi, Moschino, Versace and Bottega Veneta, amassed the most likes and comments for models.

Documenting her busy schedule in Milan, Korean It-model Sora Choi – whose Instagram includes a barrage of light-hearted selfies next to street style, editorial and runway images – drew the largest audience on Instagram Live. Meanwhile, Prada, streaming the entirety of the brand’s comic book-inspired show, saw the most views on Live for a designer.

Take a look at the breakdown below for a more in-depth look.

Most buzzed about brands:
1. Gucci
2. Versace
3. Fendi
4. Moschino
5. Prada

Models with highest follower percentage gain:
1. Carla Bruni
2. Helena Christensen
3. Claudia Schiffer
4. Vittoria Ceretti
5. Kaia Gerber

Models with the most interactions:
1. Gigi Hadid
2. Bella Hadid
3. Kendall Jenner
4. Taylor Hill
5. Hailey Baldwin

Designers with the most interactions:
1. Gucci
2. Versace
3. Moschino
4. Fendi
5. Giorgio Armani

See what happened at Milan Fashion Week, in pictures, below:

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