London Fashion Week is known for showcasing emerging designers and experimental styles. This year, celebrities, influencers, and fashion icons flocked to the city centre, where florals, fringe detailing, and full-length skirts were among the top trends.
Yet Burberry’s collection celebrating British heritage stole the show with its closing catwalk at Tate Britain. The brand also dominated conversations online, generating 3.26m Instagram engagements on February 24 alone. This season, celebrity content, long-term collaborations, and carousels ruled on social media, where the thin line between celebrity and influencer continues to blur.
Engagements: 1.83m
Mentions: 2 (@burberry)
Engagement rate: 5.15%
Bright Vachirawit (@bbrightvc, 17.77m followers, Instagram) is a Thai actor and singer who has been a Burberry brand ambassador since 2022. His posts this February amassed €2.37m in earned media value (EMV). He shared editorial-style fashion shots in a carousel and Reel.
Engagements: 1.26m
Mentions: 2 (@burberry)
Engagement rate: 13.62%
Jeon Wonwoo (@everyone_woo, 9.2m followers, Instagram) is a South Korean rapper, singer, and songwriter. The K-pop star shared a carousel and Reel featuring Burberry’s event.
Engagements: 1.18m
Mentions: 2 (@dipetsa, @londonfashionweek)
Engagement rate: 2.27%
Born in Beirut, Mia Khalifa (@miakhalifa, 26.2m followers, Instagram) is a media personality and former adult film actress. Now, she’s a popular global influencer who walked the runway for Di Petsa. She shared snaps from the catwalk with her Instagram followers.
Engagements: 758,410
Mentions: 1 (@burberry)
Engagement rate: 15.7%
Mert Ramazan Demir (@mert.dmr, 1.2m followers, Instagram) is a Turkish actor. He attended Burberry’s event in a pinstripe suit and tagged the brand in carousels.
Engagements: 182,940
Mentions: 3 (@burberry)
Engagement rate: 30.21%
Matthew Broome (@mattbroome3, 709,670 followers, Instagram) is a British actor known for his roles in television and film. The up-and-coming star shared a carousel featuring a still shot of his getup and a video of the Burberry catwalk.
Engagements: 168,230
Mentions: 2 (@paulcostteloeofficial)
Engagement rate: 16.9%
Grace Rosà Jackson (@gracexrosa, 1M followers, Instagram) is a British television personality and model who rose to fame after appearing on Love Island. At London Fashion Week, she shared a carousel highlighting a leather outfit as a guest at Paul Costelloe’s runway.
Engagements: 126,220
Mentions: 2 (@paulcostelloeofficial)
Engagement rate: 15.58%
Mimii Tafara (@mimiitafara, 812,790 followers, Instagram) is a reality television star, mental health professional, and influencer. Her popularity soared after entering Love Island, and this year, she attended the Paul Costelloe event, styling a trench coat and thick-rim glasses.
Engagements: 24,220
Mentions: 3 (@londonfashionweek)
Engagement rate: 128.19%
Jas Aulakh (@jasaulakh, 10,900 followers, Instagram) is a London-based, award-winning Bhangra instructor, choreographer, and dancer. Aulakh’s dance troupe closed Fashion Week on India Day with a performance that generated significant buzz.
Engagements: 85,250
Mentions: 4 (@londonfashionweek)
Engagement rate: 240.38%
Chris Lloyd (@chrislloydart, 33,620 followers, Instagram) is an artist based in London. Lloyd is known for his live event sketches. In the past, he’s drawn Valentino fashion shows and Drake concerts. This year, Lloyd tagged London Fashion Week in carousels featuring photos and videos of catwalk moments and paintings.
Engagements: 57,023
Mentions: 8 (@londonfashionweek, @paulcostelloeofficial)
Engagement rate: 17.3%
Mike Francesco Draghici (@sanfrancesco.art, 55,900 followers, Instagram) is a London-based photographer specialising in fashion, portrait, and event photography. He snapped photos on the streets outside of London Fashion Week.
Instagram is still the go-to fashion platform, with its wide selection of visual-friendly formats, including carousels, Stories, and Reels. This year, between February 6 and March 4, 2025, Instagram saw 1.5m engagements on posts tagging @londonfashionweek. In comparison, TikTok content had just 7,800. Although social media users favour short-media content, influencers increasingly opt to post Stories or embed their video content into carousels.
Burberry stole the show, finishing with a catwalk starring Naomi Campbell, Richard E. Grant, and Lila Moss. Between February 6 and March 4, the brand gained a huge €50.97M in EMV via Instagram alone, nearly ten times the amount earned by London Fashion Week’s Instagram presence.
Burberry dominated the conversation by activating celebrity influencers from across the globe. The VIPs included Wonwoo, with a carousel generating €1.26m in EMV, and Mert Ramazan Demir, whose carousel was worth €745,310.
Other UK celebrities, such as footballer Gareth Bale and grime artist Skepta, also tagged the designer on social media. The campaign's resounding success proves the enduring value of star power at elite events.
Burberry also championed long-term ambassadorships with celebrity influencers. These prestigious posters create buzz, drive engagement, and promote brand loyalty. A standout example is Burberry Ambassador Bright Vachirawit, who generated €1.17m in EMV and 1.11m likes from a single carousel tagging @burberry. It’s now his third year collaborating with the British brand.
Richard Quinn took an alternative route to digital engagement, activating influencers rather than celebrities. Generating €5.97m in EMV in just the past month, Richard Quinn’s guests included multiple mega and macro-influencers to amplify visibility.
The strategy reinforced the power of high-impact influencers to extend the brand’s digital reach beyond traditional runway coverage.
Fashion brand Di Petsa, known for its signature wet-look designs, embraced influencers on the catwalk. The brand’s decision to feature high-profile personalities as models was successful, resulting in €3.94m overall EMV.
Mia Khalifa’s content showing her runway appearance generated €591,910. In addition, Nigerian singer-songwriter Arya Starr’s catwalk content brought in €271,240.
Also posting runway shots were influencer Eva Gutowski (@mylifeaseva, 11.1M followers, YouTube) who generated €256,510, and model Meredith Mickelson (@meredithmickelson, 4m, Instagram) who brought in €147,710.
By integrating influencers directly into its catwalk show, Di Petsa strengthened its audience connections, encouraging 1.59m engagements on Instagram.
In 2025, 1,120 influencers tagged London Fashion Week (@londonfashionweek, 622,000 followers, Instagram), a modest decrease from 1,180 in 2024. Influencers also mentioned the event in 150 fewer posts and 75 fewer Reels. The consequence was decreased total engagements, from 2.04m to 1.5m.
Despite the decline in other formats, the number of Stories shared rose by 140. However, the overall estimated EMV grew from €5.32m to €6.28m, reflecting the growing commercial weight of social media buzz.
The data suggests slight audience disengagement, yet an increasing value of social media as a branding tool.
When it came to content performance, Instagram carousels dominated, making up nine of the ten highest-earning posts by EMV.
Despite influencers posting more Stories, the multi-post format proved more impactful in value. Carousels allow the sharing of multiple images and videos simultaneously, creating a “photo dump” aesthetic. This reduces the pressure of building engagement through multiple individual posts. It also promotes more cohesive storytelling on a single post.
“Quiet luxury” is an emerging minimalist, high-fashion trend that champions timelessness over glitz. This season also marked a departure from overt, high-gloss influencer campaigns in favour of more subtle storytelling. Influencers tended to share straightforward content, highlighting runway moments and fashion looks.
Influencers and celebrities tended to tag specific brands rather than the overarching event itself. This behaviour suggests a shift in influencer-brand relationships, where creators invest more in cultivating deeper, long-term partnerships with fashion houses rather than promoting the event as a whole.
Unlikely players found success through humor and digital innovation. Jellycat, a brand best known for plush toys rather than apparel, cleverly inserted itself into the London Fashion Week conversation. The post featured popular toy “Bartholomew Bear” trying on different outfits, which resonated with audiences and highlighted the power of mixing niches.
Meanwhile, Aldi made waves with its “bin bag couture” collection, proving that fashion doesn’t have to be expensive. Designed by Ethan Leyland, who has previously created looks for Jourdan Dunn and Björk, the avant-garde black dresses crafted from Aldi bin bags delivered a tongue-in-cheek commentary on affordability and sustainability.
More brands are reinviting high-performing influencers to Fashion Week, focusing on sustained relationships rather than one-off collaborations. Many influencers are long-term partners who continually promote the brand on social media throughout the year.
Where celebrity campaigns were once the domain of print media, social media has now taken charge, providing a more interactive and organic platform for brand storytelling.
Micro-influencers dominated in volume, making up 67% of posts tagging @londonfashionweek, reinforcing the continued popularity of niche creators.
However, the highest EMV came from mega-influencers, who accounted for just 3.5% of participants but generated a significant amount of engagement. In addition, Burberry’s high-performance campaign activated for a higher proportion (7.9%) of mega-influencers.
Live shopping continued to redefine the runway-retail dynamic. Completedworks hosted a performance-driven sales event, allowing audiences to purchase in real-time. This new tactic merged spectacle with commerce to reflect shifting consumer habits.
This season, sustainability became more than a buzzword. Brands went beyond token gestures to integrate responsible design into their core messaging. Wolf & Badger kicked off London Fashion Week with a party at its flagship store, which champions ethical, independent brands.
The British Fashion Council has also followed Copenhagen Fashion Week, setting sustainability standards for Newgen brands. The Copenhagen requirements include a structured ESG strategy, diversity and inclusion policies, and eliminating single-use props during fashion shows. The British Fashion Council is currently trialing this new approach.
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