February 20, 2025

How Brands Can Activate Around Fashion Season With Fashion Week Influencers and Creators

Fashion Week influencers and creators have revolutionised Fashion Week by shifting coverage from traditional media to social platforms. TikTokers, YouTubers, and Instagram influencers now sit in the front row, documenting shows and engaging directly with their audiences in real-time. They provide behind-the-scenes access, offering a more personal, relatable perspective on events and creating viral content that expands a designer’s reach.

Brands are teaming up with influencers to create buzz around new collections, reaching millions of followers with sponsored content that takes over social media feeds. This shift is democratising fashion, making high-fashion moments accessible to everyone, not just the elite. It’s breaking down barriers, increasing inclusivity, and allowing audiences to engage directly with influencers and designers. Social media is also a breeding ground for viral trends that shape the fashion world, pushing for more diverse voices and representation.

Thanks to influencers, Fashion Week has evolved into a dynamic, interactive event that speaks to a broader audience and celebrates a variety of styles and perspectives.

HOW BRANDS CAN LEVERAGE CREATORS AND INFLUENCERS DURING FASHION WEEK

Before

(1/2) Build anticipation using trends and creators

Brands can start creating buzz for Fashion Week content before the shows even kick off — and it’s a brilliant way to build anticipation and stay top of mind. Jacquemus absolutely nailed this in 2025. They took the #HarvardUniversity trend (those hilarious “uni application reveal” videos) and turned it into something fun, partnering with TikTok prankster @Jepitot. But our favorite moment? Their collaboration with the Dancing Security Guard to hype up their Paris show.

Jacquemus knows that luxury marketing doesn’t need to be exclusive or polished—it’s about creating prestige through humor and playfulness. Fashion Weeks have evolved with influencers and social media at the forefront, and Jacquemus is ahead of the curve by streaming live on TikTok, using creator-driven content to generate excitement long before the show.

While other brands might make their show feel like the exclusive “cool kids’ club,” Jacquemus makes theirs the party everyone wants to be at—and your brand can do the same!

(2/2) Work with a mix of fashion and non-fashion influencers

When it comes to working with influencers at Fashion Week, mixing it up with both fashion and non-fashion creators can be a game-changer. It might sound unusual at first, but collaborating with influencers outside your niche often brings surprising benefits.

Fashion Week is all about pushing boundaries and breaking the mold, so why not do that with your partnerships too? By teaming up with influencers from different fields like beauty, lifestyle, fitness, or even tech, you can tap into fresh audiences who wouldn’t normally be exposed to your brand. These creators bring new energy and perspectives, making your content stand out in a way that’s authentic and exciting.

For example, a lifestyle influencer might show how they incorporate fashion into their daily routines, while a tech creator could highlight the innovative side of your designs. It’s all about telling a bigger, more interesting story that goes beyond just clothes.

Non-fashion creators also bring relatability to the table. Their followers trust them because they feel like they’re part of their personal journey, not just an ad campaign. This deeper connection can lead to real excitement about your brand and collections.

At Fashion Week, where creativity is key, why limit yourself to traditional fashion influencers? Collaborating with a diverse group of creators can help you stand out, connect with new audiences, and make your brand even more memorable.

During

The worlds of football and fashion are becoming more intertwined than ever, with footballers not just dominating the pitch but also gracing the front rows of fashion weeks and starring in high-profile campaigns for iconic brands like Cole Palmer’s Burberry collaboration. It’s clear that today’s football stars aren’t just athletes, they’re style icons, bridging the gap between sport and luxury in ways we’ve never seen before. The fusion of these two worlds is reshaping how we think about fashion, with athletes now setting trends as much as they break records.

(2/6) Bring faceless art creators to the front row

Faceless art pages have surged in popularity on social media as audiences seek deeper connections with art rather than artists’ personalities. On platforms totally dominated by creators with big on-screen personalities, why is it these faceless “artcore” pages are growing in significance?

The absence of a face in art shifts the focus entirely to the work itself, inviting viewers to engage on a more personal level. For lovers of minimalist or abstract styles, faceless art provides a clean, calming aesthetic for their feed – an escape from the noise of everyday social media. By removing the artist’s persona, these pages put the artwork front and center, encouraging a purer appreciation of its beauty. Often, this art also delves into social and cultural themes like anonymity and digital identity, striking a chord with today’s audience.

Accounts on Instagram like artneversleeps (1.7M followers), and ihategum (1M followers) highlight a growing shift in the way audiences are consuming stylistic, artistically-driven content online. What’s really exciting here is the unique opportunity it creates for brands, especially around high-profile events like Paris Fashion Week. Ihategum was actually there in the heart of it all at Paris Fashion Week 2025, capturing the most unforgettable moments to share with their Instagram audience. This is a game-changer for brands looking to collaborate with creators ahead of these major events.

Without the distraction of an on-screen personality, the focus is purely on the subject, meaning at Fashion Week, it’s the fashion labels’ creative work that truly takes centre stage. It’s a fresh way to showcase style and talent, and it’s resonating with a whole new generation of art and fashion lovers.

(3/6) Cross-pollinate your influencer strategies

Fashion Week is a buzzing mix of stylish A-listers and content creators, with familiar famous faces appearing at catwalks and events throughout the season. At Paris Fashion Week, we saw Fai Khadra take center stage at YSL, Central Cee rocking Jacquemus, Pharrell Williams on the ground at Louis Vuitton, and Noah Beck making an entrance at Dior. But while the stars shone, the content felt flat. Most of the videos featured these icons simply arriving at shows, offering little beyond their presence.

This presents a huge opportunity for brands to get creative and build more engaging, dynamic content with the stars at fashion shows. To spark some inspiration, let’s take a look back at Paris Fashion Week 2024, when fashion brand The Kooples hosted an exclusive influencer event to showcase their new Amelia Bag. While the event was exciting, it was the aftermath that really got people talking.

After the event, influencer SelmaKaciSebbagh posted a fun TikTok asking the algorithm to help her track down her missing bag. It turned out that another creator had accidentally walked off with the same bag. To make things even more engaging, Selma invited her followers to play detective by guessing who the culprit was based on the contents she found inside the bag, in a playful “What’s in my bag?” segment. Just a few days later, creator Call Me Gattoni posted her own TikTok, admitting to the mix-up. Speaking in French, she explained how she’d grabbed the wrong bag, gave followers a peek inside, and wrapped it all up with a lighthearted “reunion” video.

What’s exciting about this moment is how it merged different creators and niches. Fashion Week attracts a wide variety of influencers, each with their own audience. If brands can tap into this diversity and bring these creators together, they have the potential to create more immersive content that connects with multiple communities and boosts brand engagement in a truly organic way.

(4/6) Host an influencer event or trip for Fashion Week

Hosting an influencer event or trip during Fashion Week is a powerful way to boost your brand’s visibility and create authentic connections. By inviting influencers to experience Fashion Week as your guest, you offer them exclusive access to shows, behind-the-scenes moments, or private fittings. This gives them unique content to share with their followers, showcasing your brand in an exciting, organic way.

The event not only provides influencers with fresh material, but also fosters brand loyalty as they feel valued. As they share their experiences, whether it’s through photos at the shows or styling posts, your brand is introduced to a wider audience.

Consider making the experience even more immersive by offering personalised gifting suites, intimate dinners, or other tailored moments. The more opportunities influencers have to engage with your brand, the more buzz they’ll generate across their platforms.

In the end, hosting an influencer event is about more than just immediate content, it’s about creating lasting relationships and generating excitement that lingers long after Fashion Week wraps up. The connections you build during these events can lead to deeper, more meaningful collaborations in the future.

(5/6) Have creators filming BTS content

Fashion brands are moving away from exclusivity, embracing transparency, and inviting audiences behind the scenes. Today’s consumers want to connect with the process, not just the final product. By letting creators document the entire journey, you offer a unique glimpse into the work and creativity behind a Fashion Week event.

Behind-the-scenes content humanises the brand, showcasing fittings, rehearsals, and the stories of designers, models, and creative teams. This adds depth to your brand, transforming it from a collection of clothes into a compelling narrative that followers can feel a part of.

Inviting creators to capture these moments creates a sense of inclusivity, making the audience feel like they’re right there with you. It builds anticipation and excitement, strengthening the emotional connection with your brand. Creators also bring fresh perspectives and can share content your audience may not see elsewhere, keeping your Fashion Week coverage dynamic and engaging.

By opening up behind-the-scenes moments, you turn exclusivity into inclusivity, offering followers something unique that deepens their engagement and excitement. It’s about creating a story that’s not just seen but experienced, making your brand more relatable and memorable.

(6/6) Work with a mix of diverse creators

Working with a mix of diverse creators is essential for broadening your brand’s appeal. Audiences today are diverse, and to truly connect with them, brands need to reflect this diversity in their influencer partnerships. Collaborating with creators from different backgrounds, ethnicities, sizes, and gender identities allows you to tap into a wider range of followers and show that your brand celebrates inclusivity.

This approach fosters authenticity and helps avoid a one-size-fits-all image, making your messaging more relatable and impactful. Diverse influencers can bring fresh perspectives, allowing your brand to engage with different communities and create content that resonates on a deeper level. In a world where consumers value representation, diversifying your influencer marketing at Fashion Week not only drives engagement but also strengthens your brand’s reputation as one that embraces and celebrates individuality.

After

(1/1) Stay front of mind after Fashion Week has ended

Continuing promotion after Fashion Week is crucial to maintaining momentum and keeping your brand top of mind. Fashion Week is just the beginning, sustained engagement ensures your collection stays relevant and in conversation.

Creators play a key role in this by sharing post-event content, from styled looks to personal reflections on the show, keeping the excitement alive. Their authentic, ongoing coverage can reach followers who missed the event, reinforcing your brand’s message and creating a lasting buzz. This extended promotion helps generate long-term interest and drives sales, ensuring your brand’s visibility doesn’t fade after the final runway walk.

Fashion Week Influencers – Concluding Thoughts

Fashion Week is no longer just about the runway, it’s an opportunity for brands to engage with diverse audiences and amplify their presence through the power of creators and Fashion Week influencers. From building buzz before the shows start to keeping the excitement alive long after, creators help brands stay relevant and connect on a deeper level with followers.

By collaborating with a mix of influencers from different industries and backgrounds, brands can break the mold, foster inclusivity, and create compelling content. The dynamic interplay between fashion, creators, and social media is shaping a more interactive, transparent, and accessible fashion world, one where every show is just the beginning of an ongoing conversation.