Comme des Garçons, Rick Owens, Berluti, Junya Watanabe: These were some of the critics’ favorites at the men’s wear shows in Paris last week. And yet, not one of them landed at the top of the Instagram rankings.
Coming in first for the most interactions on the social media site was Louis Vuitton, whose designer, Kim Jones, showed tropical shirts, bucket hats and skinny board shorts, among other offerings. The label also took home the prizes for most followers gained during the five days and for the top-liked designer photo, which showed a new monogrammed duffel bag done in shades of gray and black.
To be fair, Louis Vuitton’s strong performance on Instagram could have had more to do with the label’s nearly 18 million followers than with any particular stroke of marketing genius.
Instagram users handed second place to Balmain (which has a formidable following of seven million), a Kardashian-Jenner favorite designed by Olivier Rousteing, an Instagram royal in his own right, with 4.6 million fans. Mr. Rousteing’s latest collection was a love letter to the France of Serge Gainsbourg and Brigitte Bardot. The Frenchman had previously expressed concern that his compatriots believe him to be American, and he seemed to be setting the record straight.
Demna Gvasalia’s Vetements came in third on the list, a surprise given its comparatively modest Instagram following (1.8 million, as opposed to the 3.8 million followers of Balenciaga, which was fourth in terms of interactions, and the nine million of Valentino, which came in fifth). The social-media buzz surrounding Vetements could have had something to do with the devotion of Mr. Gvasalia’s followers or his counterintuitive decision to stage what he called a “No-Show” in lieu of the usual fashion show. Instead of having young models on the runway, Mr. Gvasalia set up shop in a parking lot in the northwest of Paris, where he showed a series of photographs of people of various ages, sizes and ethnicities posing in the label’s new collection around Zurich.
The labels that failed to make the cut do not have to wait until next season to impress: Instagram is a 24/7 operation, where the next viral thing is just a tap away.
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