The concept of a Fashion Week was pioneered by New York in 1943. Since then, the Big Four fashion hotspots have formed – New York, Paris, Milan, and London. While they all have their perks, someone has to reign, and the figures say it all.
Paris Fashion Week generated $425.5 million (MIV) Media Impact Value in 2024, a quantification tool for the impact of media exposure on their products, last season alone, according to Launchmetrics. Milan ($273.4M), New York ($181.5M), and London ($78.1M) trailed far behind second place (Launchmetrics, 2024).
So what makes Paris dominant while others can’t keep up? And how has the ranking of fashion capitals changed over the years?
Paris: The Cultural Epicenter
“In talking to various people, the general feeling is that Paris is at the centre of the world. The city is and will be the cultural epicentre,” said Michael Jaïs, CEO of Launchmetrics.
This isn’t only about prestige, but about reach. A whopping 87% of Paris Fashion Week’s MIV was generated in the first 48 hours post-show, showing that no one captures global eyeballs the way that Paris does. A significant driver of this dominance is social media where MIV was reported to come from digital platforms (76%) versus traditional media (21%). Instagram was the most influential platform for fashion conversations by far, earning $206.9 million in MIV alone.
Not only does it have reach on every horizon, but it also has the most fashion weeks due to the unique Haute Couture week. Although Paris was always a strong player, we can see it has been on a steep rise in the past few years.
New York: The Trailblazer, But No Longer Leading?
New York Fashion Week has long been seen as the pioneer of modern fashion weeks, setting the stage for how global fashion is presented. But even though its roots stretch deep, NYFW’s power isn’t what it once was. It ranks behind Paris and Milan, with an MIV of $181.5 million. But why is that?
Although New York boasts a strong roster of designers, audience engagement is lower than in Paris and Milan. European luxury brands are on the rise and Asian markets continue to grow in power, changing the global spotlight to Paris and Milan. And with even the best American designers ranging from Tom Ford to Thom Browne, Ralph Lauren, or Proenza Schouler holding their runway shows in Europe, New York’s fashion week lost its attraction altogether. It seems like New York needs a breathtaking spectacle.
Milan: Strong, but Not Quite Paris
Milan remains a powerhouse, largely thanks to its uniquely positioned heritage luxury brands like Prada, Gucci, and Versace. It is and will remain the best manufacturer of leather goods and accessories. This craftsmanship and the Italian sexy attitude have most probably pushed the Milan Fashion Week to generate a solid $273.4 million in MIV, beating New York by nearly $100 million.
So why does Milan still sit behind Paris? One key reason: is scale. Paris hosts the largest number of shows, attracting more designers, more media, and more celebrity buzz. And while Milan has heritage, Paris has a cultural influence that transcends fashion.
London: Falling Behind
London Fashion Week, once known for bold creativity and burgeoning talent, is falling behind. Although it carves a path in genderless fashion, with a mere $78.1 million in MIV, it lags far behind all others of the major fashion capitals.
Why? Unlike Paris and Milan, London has no dominant group of luxury brands. Although designers such as Burberry, Simone Rocha, and Erdem deliver freshness, they lack the global media eye of a Louis Vuitton or a Dior. London also pushes boundaries and affords designers more space to experiment, but it bears the handicap of not having a large celebrity presence, which is crucial for driving social media engagement.
Similarly to brands from New York, many brands from London such as Stella McCartney, Victoria Beckham, and JW Anderson have left for Paris to gain more exposure. If this downslope trend continues, London Fashion Week will remain to stay in the shadows.
The Future of Fashion Weeks
The evolution of fashion weeks will depend on digital engagement, celebrity reliance, and brand marketing strategies automotive. And though Paris is still on top, the real question endures: Can New York bounce back? Can Milan bridge the gap to Paris? And can London rediscover its lost momentum? One thing’s for sure: Paris still calls the shots on fashion.
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