We measured Milan three ways: critics' rankings, how often each brand made the best-of lists, and what its Instagram coverage was worth. This season, one house won almost everything. Every figure is sourced below.
The week, by the numbers
| Metric | Value | Source |
|---|---|---|
| Instagram EMV, 58 calendar brands | €479.5M | Kolsquare |
| Change vs. last September | +20% | Kolsquare |
| Instagram posts analyzed | 77,217 | Kolsquare |
| Prada's EMV (No. 1) | €81.0M | Kolsquare |
| Official appointments | 203 | Lifestyleblog.it |
| Expected visitors | 141,000 | L'Unione Sarda |
The Media Landscape: Who won Milan?
| Rank | Brand | Instagram EMV |
|---|---|---|
| 1 | Prada | €81.0M |
| 2 | Gucci | €70.7M |
| 3 | Ferragamo | €56.3M |
| 4 | Dolce&Gabbana | €53.4M |
| 5 | Fendi | €35.4M |
Source: Kolsquare, Instagram, Sept 22 to 28.
Media & Buzz WinnerPrada
Prada opened the week on September 22 with a show built around the knee-length skirt (AP, The Impression) and ended it on top of nearly every list: No. 1 in The Impression's Milan Top 10 (The Impression), No. 1 on Monocle's ten best (Monocle), No. 1 on The Impression's top 10 across all four cities (The Impression), and No. 1 in Instagram value at €81.0M from 9,235 posts by 4,121 creators (Kolsquare). The timing helped: the show landed days after Foreign Minister Antonio Tajani linked longer skirts to "serious" women, and AI images of Tajani in miniskirts went viral (AP, Euronews).
Most CoveredFendi
We counted brand appearances across ten published best-of-Milan roundups (sources below). Maria Grazia Chiuri's second Fendi collection, inspired by Raffaella Carrà, appeared in 9 of 10, more than any other brand (AFP via Malay Mail). Prada and Gucci appeared in 8 each.
Critical DarlingBottega Veneta
Louise Trotter's third collection ranked No. 2 in Milan on The Impression (The Impression), and Who What Wear reported many critics calling it her best yet (Who What Wear). Kendall Jenner closed the show while Jacob Elordi photographed her from the front row (Dazed).
Legacy Power PlayerGucci
Demna's Gucci, staged on September 25 as a full replica store inside Allianz MiCo (Wallpaper*), came second in Instagram value at €70.7M, with a 2.9% engagement rate against Prada's 2.1% (Kolsquare). It also had the biggest front row Nylon tracked: 17 named guests, against 10 at Prada (Nylon).
Breakout DebutMoschino
Sunnei founders Loris Messina and Simone Rizzo made the season's only major creative-director debut, sending more than 400 commuters, friends and editors down the runway alongside the models (Hypebae, W). The show placed No. 7 on The Impression's list and No. 9 on Monocle's. Versace sat the season out, with Pieter Mulier expected to debut for Fall 2027 (Fashion Week Daily).
The Runway Analysis: The faces of the season
No Milan-only booking tally has been published. The Impression ranks the season's most-booked models across all four cities (The Impression).
| Rank | Model | Shows (all cities) |
|---|---|---|
| 1 | Saar Mansvelt Beck | 35 |
| 2 | Agel Akol | 33 |
| 3 | Alaina Rae | 32 |
| 4 | Athiec Geng | 32 |
| 5 | Awar Odhiang | 30 |
The goodbye: Glenn Martens closed his time at Diesel with a show of 200 performers (FashionUnited).
The Business: Value per post
Total EMV rewards volume. Engagement rate shows how hard each post worked (Kolsquare).
| Brand | Posts | Engagement rate |
|---|---|---|
| Dolce&Gabbana | 4,097 | 4.8% |
| Fendi | 3,967 | 4.2% |
| Ferragamo | 2,617 | 4.1% |
| Gucci | 8,341 | 2.9% |
| Prada | 9,235 | 2.1% |
The Digital Ecosystem
The political moment: Prada's skirts and the viral Tajani images, covered from AP to Euronews (AP, Euronews). The fan moment: Jennifer Lopez at Dolce&Gabbana (Elite Traveler). The front row: Gucci, with the most named guests of any show Nylon covered (Nylon).
Creator Ad Value (CAV)
Milan's numbers show the gap between volume and value. CAV prices each post by the engagement it actually earned, so a brand can see which faces and moments paid off.
Celebrity share of voice
Two Thai stars at Moschino, Tle Matimun and Firstone Wannakorn, held almost 41% of celebrity social share across 228 names measured (Onclusive).
| Rank | Talent | Celebrity social share |
|---|---|---|
| 1 | Tle Matimun | 20.48% |
| 2 | Firstone Wannakorn | 20.45% |
| 3 | Becky Armstrong | 9.0% |
| 4 | PP Krit | 8.4% |
| 5 | Zee Pruk | 6.4% |
Where the numbers come from
Roundups counted: W · Dazed · The Impression · Monocle · Hypebae · Who What Wear · Elite Traveler · SheerLuxe · RUSSH · t2ONLINE
Data and reporting: Kolsquare · The Impression, season Top 10 · The Impression, Top 20 Models · Lifestyleblog.it · L'Unione Sarda · AP · Euronews · Nylon · Wallpaper* · Fashion Week Daily · AFP via Malay Mail · FashionUnited
Milan was Prada's season.
So, who won Milan Fashion Week SS27?
- Prada won the critics and the media value: No. 1 on every ranked list we checked, and €81.0M in Instagram value.
- Fendi won the coverage, in 9 of 10 best-of lists.
- Bottega Veneta won the critics' hearts.
- Gucci won the room and the engagement.
- Moschino had the debut of the season.
One house won almost every race in Milan. The rest of the field shows where the next fight is.