Instagram’s Eva Chen with Shiona Turini and Aimee Song at Paris Fashion Week. Getty Images
The value of press and social media coverage for Paris’s spring-summer ’21 womenswear week declined by roughly one third versus the prior year’s season, according to Launchmetrics estimates released Thursday by Paris fashion chamber FHCM. That’s still a relatively strong performance according to the popular metric, taking into account that that most international journalists, influencers, and celebrity spokespeople did not attend due to the pandemic.
Videos of the brands’ activations–which included a mix of in-person shows, short films, and other formats–garnered 135 million views on YouTube, FHCM says. Views on Chinese platforms seem to have lagged behind compared to the country’s importance for European labels: streaming of the shows across Weibo, Tencent, and WeChat totalled 18.5 million views.
FHCM also confirmed dates for its next menswear and couture shows, which are set to run January 19 to 24 and January 25 to 28, respectively. Couture week’s closing gala to benefit the HIV charity Sidaction has been postponed, a spokesperson said.