London Fashion Week (LFW) has always been a cultural landmark. But in 2025, the catwalk is only half the story — the true measure of influence plays out online. With thousands of creators documenting every moment, Instagram has become the runway’s most powerful extension, shaping perceptions and amplifying brand visibility worldwide.
In Kolsquare’s exclusive London Fashion Week 2025 Rankings, we analysed 4,700 Instagram posts published by 3,271 creators with more than 5,000 followers. Covering 19 official fashion houses between 18–22 September, the study compares digital performance against 2024, highlighting the brands that captured the biggest share of attention this year.
The Big Three in LFW: Burberry, Chopova Lowena, Erdem
No surprises at the very top — Burberry continues its dominance as the leading digital force of London Fashion Week. With a global following and legacy appeal, Burberry once again generated unmatched Earned Media Value (EMV) and engagement. Its strategic creator partnerships and innovative content formats helped amplify its runway moments into global cultural conversations.
But what makes 2025 exciting is the movement just below Burberry.
Chopova Lowena, known for its cult status and bold, eclectic designs, climbed the rankings dramatically. Their unique aesthetic and authentic connection with niche communities translated into strong engagement metrics, proving that emerging brands can punch far above their weight when it comes to digital impact.
Meanwhile, Erdem delivered one of the strongest year-on-year growth stories. By leaning into visually striking campaigns and tapping into carefully curated creator partnerships, the brand successfully extended its influence beyond the traditional fashion audience, gaining traction across lifestyle and culture creators.
Beyond the Catwalk: What the Data Tells Us
The rankings don’t just crown winners — it shows how fashion houses are adapting to a rapidly shifting creator economy.
- Engagement over exposure: While reach remains important, EMV and engagement are increasingly the metrics that separate leaders from the rest. Brands that cultivate authentic partnerships and spark meaningful conversation are outperforming those who focus solely on visibility.
- Cult brands on the rise: Chopova Lowena’s trajectory shows the power of authenticity and community-first storytelling. Smaller brands with bold identities are resonating more deeply with online audiences, gaining disproportionate visibility relative to their size.
- Shifts in creator influence: Established fashion houses are no longer relying only on celebrity ambassadors. Mid-tier and niche creators are playing a central role in driving online conversation, offering credibility and cultural relevance.
Why This Matters
For UK marketers, the London Fashion Week 2025 Rankings are more than a scoreboard, they are a lens into how influence is earned and sustained in today’s creator-driven landscape. The brands that stand out are those that treat creators not just as amplifiers, but as cultural partners helping shape narratives that travel far beyond the front row.
