Harris Reed wins London Fashion Week Instagram engagement race

By

Sandra Halliday

Published
Feb 23, 2023

Celebrity content was a key engagement driver on Instagram during London Fashion Week, new data from marketing software specialist Dash Hudson has shown.

It said that Harris Reed’s dramatic opening sequence featuring Florence Pugh, cemented the label’s position as a “trailblazer, not only on the runway, but also on Instagram. The brand’s Instagram profile generated more engagement than any other fashion house throughout London Fashion Week and also had the highest-performing post of the event”.

This meant the label drove engagement on Instagram during the week’s events that was 195% higher than the fashion industry average.

The report also said that inclusivity was a hot topic with Instagram users responding positively to brands that embraced it.

Designer Sinead O'Dwyer, experienced the highest growth on Instagram during LFW. O’Dwyer’s show “generated tremendous buzz online as it set a new standard for inclusivity, featuring models of different sizes, skin colours and abilities”. O’Dwyer’s growth was 198% above the fashion industry average.

After O’Dwyer, the remaining nine brands with the highest growth on Instagram during the week were Paolo Carzana, Feben, Di Petsa, SS Daley, Talia Byre, Robyn Lynch, Conner Ives and KWK by Kay Kwok.

As mentioned, Harris Reed saw the highest engagement, followed by SS Daley, Chet Lo, Paolo Carzana, Nensi Dojaka, Harri, Ancuta Sarca, Feben, Tove and Ahluwalia.