Fashion week might be a means to showcase new collections, but this season’s New York shows have also proved a key platform for political messages.
According to social data intelligence company Talkwalker, the big conversations across both social media and broader internet platforms tied to New York Fashion Week, have surrounded causes close to the issues currently dominating broader US headlines thanks to President Donald Trump’s incoming policies.
The CFDA’s Planned Parenthood campaign, which encouraged the industry to wear “Fashion Stands with Planned Parenthood” pins in protest of moves to defund the organisation, saw more than 34,000 mentions over the week for instance. In doing so it beat out individual leading brands like Calvin Klein (11,000 mentions thanks to Raf Simons’ debut), Alexander Wang (8,300 mentions) and even model Gigi Hadid (4,300 mentions).
Those stats specifically relate to the use of the name tied to NYFW (e.g. Gigi Hadid references at large are likely higher at any given moment in time given her fanbase). These are also direct mentions, not impressions, which will clock in significantly higher also. Talkwalker compiled the data from 150 million global websites, including access to 850,000 news sites and more than 10 social networks such as Facebook, Instagram, Twitter, Weibo, and YouTube.
Celebrities helped push the Planned Parenthood campaign further, with actress Olivia Wilde’s Instagram post about it garnering 64,000 likes alone, and Chelsea Clinton’s Tweet on the eve of fashion week similarly drawing significant attention. Key hashtags attached to the campaign, including #IstandwithPP and #PP, peaked at noon on February 11.
Further focus on such social causes followed suit throughout the week. Christian Siriano’s People are People runway show, which celebrated diversity, body positivity and self-acceptance, was mentioned over 3,700 times, for instance. Top references alongside included “Planned Parenthood”, #representationmatters and #voiceofthecurves. His “People are People” t-shirts saw all proceeds going to the ACLU.
Mentions of Prabal Gurung’s initiative, meanwhile, which saw models in the finale wearing t-shirts with slogans including “The future is female”, “I am an immigrant” and “Break down walls”, hit close to 2,500.
Beyond “t-shirt” as a key word alongside, the top hashtag referred to in this instance was #tiedtogether, which links to The Business of Fashion’s campaign encouraging those at fashion week to wear a white bandana as a form of unity. The models in Prabal’s finale were all wearing one.
In fact, the #TiedTogether campaign has been mentioned over 12,700 times since the start of NYFW in total, with an Instagram post from Tommy Hilfiger (at its LA show) leading engagement with 35,600 likes. Talkwalker was also able to reference the top emojis people are using tied to this term, which included hearts, hands and cameras.
Further politically-charged shows this season included Mara Hoffman, who invited the organisers of the Women’s March on Washington to participate in an opening discussion; Public School, who also showed t-shirts, this time with statements like “Make America New York”; and Jonathan Simkhai, who gave out “Feminist AF” tees.
Said Talkwalker CEO Todd Grossman: “All of the above shows us that these campaigns are all truly tied together. In conversations about Siriano, you find people also mentioning Gurung’s t-shirts. In conversations about Gurung, you find mentions of #TiedTogether. In conversations about #TiedTogether, you find mentions of Planned Parenthood. Each politically driven campaign on the runway does not stand alone during NYFW, rather each individual statement becomes part of a much larger dialogue – each a piece of fabric making up an (oh so stylish) quilt stitched with freedom of speech.”
Better yet, out of the 708,200 total mentions of NYFW, the hashtag #hope proved a main theme, with 19,300 references.