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Asian celebrities revolutionise fashion weeks’ digital engagement

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Nicola Mira

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October 15, 2025

K-Pop was a driving influencer force during the recent fashion week season. A study by Onclusive of the Spring/Summer 2026 fashion weeks has revealed that Asian celebrities took an unprecedented dominant role on social media, rewriting the rules of how digital influencers work in fashion. Paris once again took centre-stage among fashion capitals, emerging as the epicentre of this social media revolution.

Asian celebrities had the lion’s share of social media mentions during the New York, London, Milan and Paris fashion weeks – Onclusive

A simple search on X (formerly Twitter) is enough to understand this new dynamic. Posts by fans of East Asian pop stars were ubiquitous on fashion week hashtags. In terms of Paris Fashion Week, whose social media hashtags accounted for one ninth of all fashion weeks hashtags surveyed, the leaders were #pfw (14.6 million) and #diorss26 (12.4 million), followed by brand-celebrity hashtags like #lingorm (8 million) and #jiminxdior (4.5 million). Dior managed to make the most of this new influence lever, with nine hashtags among the top 20, notably by inviting celebrities LingOrm and Jimin at the same show on October 1.

Thailand tussles with South Korea

The Asian celebrity surge wasn’t limited to South Korea only. Dior’s Thai brand ambassador duo LingOrm notched up a 14.01% share of social media mentions. Their impact was proof of the growing success enjoyed by celebrities starring in Girls’ love TV and web series in Asia, producing six Dior hashtags in the top 20 and an aggregate of nearly 30 million mentions. Actors Becky Armstrong (L’Oréal/Chanel, 7.33% of mentions) and Freen Sarocha (Valentino, a 2.22% share) confirmed how fashion week social media engagement had a strong Thai bedrock. 

Two Thai language hashtags featured in the top 20 ranking of fashion week hashtags between September and October 2025
Two Thai language hashtags featured in the top 20 ranking of fashion week hashtags between September and October 2025 – Onclusive

Thai celebrity aficionados made their online presence felt also in their own language. Two Thai language hashtags featured in the top 20 ranking of the most popular fashion week hashtags this autumn, showing a remarkable degree of coordinated community engagement, via dedicated accounts, synchronised posts and engagement rewards. There were over 5.6 million Dior mentions in Thai.

Gap between classic and social media

The Onclusive study showed that K-Pop stars too were very much involved, with bands BTS and Blackpink to the fore. BTS’s Jimin generated a 13.46% share of mentions for Dior, while Blackpink’s Lisa grabbed an 8.46% one for Louis Vuitton. BTS had five band members (Jimin, Jin, V, Jungkook and RM) in the top 20, snatching a 28.34% share of mentions, while Blackpink had three, Lisa, Jennie and Jisoo.

The mentions ranking on classic digital media was entirely at odds with the social media table. Blackpink singer Rosé topped the classic media ranking with a 2.82% share for Saint Laurent, but didn’t even feature in the top 20 of social media mentions. Western celebrities like Meghan Markle, Meryl Streep and Kendall Jenner ruled the roost on classic digital media, evidence of the vast gap between 35 to 65-year-old audiences and 13 to 35-year-old ones. 

The Spring/Summer 2026 fashion weeks have established Asia as fashion’s main digital engagement driver. The fan power of K-Pop and Girls’ love series, as well as targeted viral strategies relying on twin-language hashtags and influencer duos, have overshadowed traditional Western celebrity influencers. While Paris Fashion Week, totting up more mentions than its competitors, seems to be well ahead of them in tapping this phenomenon.

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Louis Vuitton Watch Prize for Independent Creatives announces finalists and jury members for 2025-26 edition

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December 16, 2025

On December 16, Louis Vuitton unveiled its five finalists and five final jury members for the second edition of the Louis Vuitton Watch Prize for Independent Creatives, to be awarded at an exclusive celebration ceremony on March 24, 2026.

The five finalists for the Louis Vuitton Watch Prize for Independent Creatives – Louis Vuitton

 
Watch Prize finalist Daizoh Makihara of Daizoh Makihara Watchcraft Japan’s ‘Beauties of Nature’ wristwatch entry incorporates the delicate, traditional Japanese cut-glass technique ‘Edo Kiriko’ into watchmaking in a world first and his botanical design features an automatic petal mechanism, perpetual moon phase, and 25-jewel movement running at 18,000 vibrations per hour. Independent watchmaker Xinyan Dai of Fam Al Hut’s mechanical, manual-wind wristwatch named ‘Möbius’ presents the most compact bi-axis tourbillon conceived to date, blending tradition and future-facing innovation with over 200 hours of handcraftsmanship.
 
Victor Monnin and Alexandre Hazemann of Hazemann & Monnin’s ‘School Watch’ entry celebrates the Morteau school of watchmaking with a fully in-house made HM01 calibre, synchronising complex mechanics and precise poetry. Bernhard Lederer of Lederer’s wristwatch ‘CIC 39 mm Racing Green’ presents the first fully functional dual detent escapement in a wristwatch, highlighted by a transparent case back and sanded, matte dial.

Quiet Club’s Norifumi Seki has entered ‘Fading Hours,’ designed to innovate “new mechanics that respond to everyday needs,” according to the watchmaker. Created almost entirely in-house, the watch has a first-of-its-kind alarm with a vertically mounted hammer and minimalist, concealed elements.

'Beauties of Nature' by Daizoh Makihara
‘Beauties of Nature’ by Daizoh Makihara – Louis Vuitton

 
“Since the launch of the Louis Vuitton Watch Prize, our admiration for the dynamism of independent watchmaking has continued to grow,” said Louis Vuitton’s watch director Jean Arnault in a release. “These artisans create truly audacious timepieces, uniting extraordinary technical mastery with the boldness to challenge convention, and in doing so, they push the very boundaries of what is possible. As we celebrate this year’s finalists, I also want to thank the entire watchmaking community for the enthusiasm and support behind this initiative. I would also like to extend my gratitude to the members of the expert committee.”
 
After receiving submissions from around the world, Louis Vuitton’s five finalists were chosen from a group of 20 semi-finalists, whose work was evaluated by a Committee of Experts. The 65 watch enthusiasts, industry representatives, and global collectors measured the candidates’ timepieces against the principles of design, creativity, innovation, craftsmanship, and technical complexity to discern the five top entries.

Möbius by Xinyan Dai
Möbius by Xinyan Dai – Louis Vuitton

 
Carole Forestier-Kasapi, haute horlogerie and movements strategy director at Tag Heuer will take up the role of president of the Watch Prize’s jury after being nominated by the Committee of Experts. The jury also welcomes journalist Frank Geelen, founder and editor-in-chief of Monochrome Watches; Matthieu Hegi, La Fabrique du temps Louis Vuitton artistic director; watch enthusiast François-Xavier Overstake, founder and editor of Equation du Temps; and Kari Voutilainen, master watchmaker and owner of the Voutilainen workshops.
 
The winner of the Louis Vuitton Watch Prize for Independent Creatives will receive 150,000 euros and a one-year specially tailored mentorship by experts from La Fabrique du Temps and Louis Vuitton. “The future looks promising, and we’re excited to see what’s next,” said Jean Arnault.
 

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John Galliano’s former lawyer convicted on appeal of embezzling the designer’s funds

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December 16, 2025

John Galliano‘s former lawyer was given a two-year suspended prison sentence on appeal on Tuesday, identical to the term imposed at first instance, for misappropriating funds from the designer’s bank accounts and those of one of his companies.

John Galliano – DR

The Paris Court of Appeal upheld the June 2023 judgment of the criminal court, which had found Stéphane Zerbib guilty of breach of trust totalling 856,500 euros between 2008 and 2011, and of the use of forged documents.

John Galliano lodged a complaint in April 2011 against his former lawyer, accusing him of misappropriating around three million euros by withdrawing cash or making bank transfers without his knowledge.

The designer had just been dismissed by the House of Dior after hurling antisemitic insults at patrons in a Paris bar in February 2011, and was undergoing treatment for his “addictions” at a rehabilitation clinic in Arizona.

At the hearing, Stéphane Zerbib denied any fraudulent withdrawals from the accounts of his former client and from one of his companies, Cheyenne Freedom.

The Court of Appeal also upheld a one-year suspended prison sentence for Stéphane Zerbib’s wife, Danielle Nahon, a legal adviser who also advised John Galliano at the time, for breach of trust, use of forged documents and unlawfully holding herself out as a lawyer.

The lawyer and his wife were ordered to jointly pay John Galliano 145,000 euros in material damages and 5,000 euros in moral damages, as well as 606,605 euros to the company Cheyenne Freedom.

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rag & bone names Swaim Hutson head of menswear design

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December 16, 2025

The upcoming January edition of Pitti Uomo will mark Swaim Hutson’s debut as head of menswear design at rag & bone, unveiling his first collection for the New York-based brand for the autumn/ winter 2026–27 season.

Swaim Hutson

“rag & bone has always stood for authenticity and innovation,” Hutson commented. “I want to build on these values, creating menswear that is both enduring and immediate, capable of expressing the spirit of New York and engaging with a global audience.”

Hutson brings nearly two decades of experience in international menswear to the role. After founding Obedient Sons in New York- a CFDA/ Vogue Fashion Fund finalist- he held creative director roles at 3.1 Phillip Lim, Club Monaco, and Generra. He later launched The Academy New York, a label that has established itself within the fashion, art, and music communities.

“Swaim brings an innovative vision of creativity and craftsmanship, strengthening the essence of the brand: the elegance of British tailoring combined with the authenticity of American sportswear,” said Andrew Rosen, executive chairman of rag & bone.

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