Tommy Hilfiger topped New York Fashion Week with $58 million in Media Impact Value, according to Launchmetrics.
The brand accomplished that by building a multimarket ensemble of talent, rather than relying on one A-list roster.
MIV allows brands to assign a monetary value to each post, interaction and article to measure impact and quantify brand and market performance. MIV monitors mentions and partnerships across print, media, social media and individual Voices worldwide, including China.
Coming in second place was Calvin Klein at $47 million in MIV, followed by Carolina Herrera in third place at $20 million, Tory Burch in fourth place at $19 million, Michael Kors in fifth place at $16 million, Cos in sixth place at $14 million, Thom Browne in seventh place at $10 million, Christian Siriano in eighth place at $8.3 million, Khaite in ninth place at $6.9 million and Conner Ives in 10th place at $5.6 million.
For Hilfiger, it was how the roster was amplified that drove its results. Out of the total $58 million in MIV, nearly 90 percent of it came from social media alone, including $35 million from the Media Voice. The cast was spread across many markets including Korea (Hyoyeon, $672,000, Young K, $376,000, Yuri, $353,000, and Sooyoung, $328,000), Italy (Biondo, $432,000), Colombia (Carlos Torres, $334,000), Brazil (Jade Picon, $311,000), Germany (Damian Hardung, $293,000), and the U.S. (Victoria Justice, $706,000).
Following its show, which was held at The Plaza hotel, the company had 5,500 placements, with an average MIV of $10,400. The Voice mix was largely from Media at 60 percent, followed by Celebrity at 15 percent, Influencer at 12 percent, Owned Media at 11 percent, and Partner at 1 percent, according to Launchmetrics.
Virginia Ritchie, global chief marketing officer at Tommy Hilfiger, said: “What made this season so powerful was the richness around one clear brand idea. The Plaza, iconic models, global cultural voices, fashion and entertainment all layered together to create a moment that resonated far beyond the runway. Ultimately, media impact matters when cultural relevance builds desire for the brand.”
Ritchie said they built a rich, immersive world that was rooted in 40 years of Tommy brand DNA and focused on how audiences engage today. “There was a science to the storytelling. Rather than relying on one hero moment, we created layers of talent, content and cultural moments, giving audiences multiple entry points into one consistent brand world.”
“We engineered that story to travel naturally across modern media and social, reflecting how culture, media and discovery move today,” Ritchie said. “We also saw it strengthen our visibility in AI search, which is a fascinating new measure of media impact in 2026. As consumers change how they search for and discover brands, we need to think just as deliberately about how Tommy shows up there.”
Asked what platform Hilfiger had the most success on and why, Ritchie said: “Instagram remains an incredible driver for us and is central to how we tell the story, while TikTok had real cut-through this season. What’s exciting is seeing audiences take a brand moment and make it their own. One of my favorites was Patrick Schwarzenegger telling Kate Moss that the model walking past them was his wife, Abby Champion. It was completely natural, the kind of moment you simply can’t manufacture.
“We’re also focused on showing up in ways that feel native to each market. RedNote [a popular Chinese social media and lifestyle platform] was another standout around NYFW, showing how a consistent brand story can resonate through local culture,” she said.
Patrick Schwarzenegger front row at Tommy Hilfiger.
Lexie Moreland/WWD
Overall, at NYFW, Media continued to expand its share of voice season over season. The Media Voice drove immediacy and global resonance, accounting for about 49 percent of total impact across major social platforms. The Influencer Voice drove 28 percent of the event’s total MIV. As audiences increasingly engaged through social-first storytelling, carousels have proven to be the most effective format for Fashion Week coverage, delivering the highest value per placement and driving strongest application and impact at a $123,000 MIV average per post, according to Launchmetrics.
Social media drove 90 percent of the week’s total MIV at $416 million. For brands, how a show is amplified across feeds matters as much as the show itself.
Out of the total $416 million of MIV generated on social media, Instagram generated 55 percent of MIV, TikTok 14 percent, and YouTube 4 percent. While Instagram and YouTube saw the Media having the best-performing voice, with the Influencer Voice in second, TikTok saw the Influencer Voice overtake the Media Voice by $10 million, according to Launchmetrics.
NYFW is typically driven by American celebrity impact, but this season felt a little different. Heart Evangelista ($7.6 million), a Filipino actress, global fashion influencer, TV host and visual artist, was the event’s top celebrity voice, alongside Jung Hae-In ($2.3 million) and Lingling Kwong ($1.9 million.) Talent from the Asia-Pacific region generated $19.2 million, or 42 percent of celebrity MIV, close behind the Americas at 48 percent. That said, the influencer landscape still skewed heavily American, with 82 percent of total influencer-driven MIV coming from the Americas.
Following Evangelista, the top celebrities based on MIV were Paris Hilton ($2.5 million), Jung Hae-In ($2.3 million), Lingling Kwong ($1.9 million) and Love Pattranite ($1 million). The top influencers were Mickey Blank ($6.9 million), Kay and Tay Dudley ($2.2 million), Kat Clark ($1.8 million), Kristy Sarah ($1.7 million), and Demitra Kalogeras ($1.6 million), according to Launchmetrics.
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