Spring/Summer 2025 was a bumper fashion season, with social media buzz up across the board. But who won the race for clicks and likes?

Brands have pared back their sets and celebrity or supermodel runway moments this season, likely to save money amid a luxury slowdown. But rest assured, they kept the budget aside for A-list front rows and a higher saturation of K-pop stars and Thai actors. It paid off for some, leading to changes in the rankings this time around.

Alongside key names, some new, unexpected talents attended the shows and made it into the rankings this season, as brands harnessed popular creators and talents from fields outside of fashion to reach new audiences and flex their Gen Z, internet culture knowledge. As Pagès puts it, brands know the power of celebrity to drive buzz; now, it’s about curating and refining their front rows to show they have their finger on the pulse.