Tommy Hilfiger tops NYFW media impact value rankings at $58 million

Tommy Hilfiger topped New York Fashion Week with $58 million in Media Impact Value, according to measurement firm Launchmetrics. The brand reached that figure without a single headline celebrity, instead building what Launchmetrics called a multimarket ensemble of talent spread across several continents and audiences.

Calvin Klein, also owned by PVH, placed second at $47 million. Carolina Herrera followed at $20 million, Tory Burch at $19 million and Michael Kors at $16 million. Cos took sixth at $14 million, ahead of Thom Browne at $10 million, Christian Siriano at $8.3 million, Khaite at $6.9 million and Conner Ives at $5.6 million.

We covered PVH's most recent quarter, in which the Calvin Klein and Tommy Hilfiger owner topped earnings estimates while flagging heavy impairment charges ahead. This NYFW ranking gives the group's marketing arm a rare unambiguous win to set against that warning.

How the brand built the figure

Nearly 90 percent of Tommy Hilfiger's $58 million came from social media alone, including $35 million attributed to the Media Voice category that Launchmetrics tracks across platforms. The brand's show at The Plaza hotel generated 5,500 placements, averaging $10,400 in value per placement.

The Voice mix behind that total was 60 percent Media, 15 percent Celebrity, 12 percent Influencer, 11 percent Owned Media and 1 percent Partner. Rather than one hero booking, the brand spread its cast across Korea, Italy, Colombia, Brazil, Germany and the United States.

Korean talent included Hyoyeon at $672,000, Young K at $376,000, Yuri at $353,000 and Sooyoung at $328,000. Italy's Biondo generated $432,000, Colombia's Carlos Torres $334,000, Brazil's Jade Picon $311,000 and Germany's Damian Hardung $293,000. Victoria Justice led the American contingent at $706,000.

Virginia Ritchie, global chief marketing officer at Tommy Hilfiger, said the season worked because of the richness around a single idea. "The Plaza, iconic models, global cultural voices, fashion and entertainment all layered together to create a moment that resonated far beyond the runway," she said.

Ritchie said the brand built an immersive world rooted in forty years of what she called Tommy brand DNA, engineered to travel across media and social platforms. "There was a science to the storytelling," she said, describing layers of talent and content designed to give audiences multiple entry points into one brand world.

Asked which platform drove the most success, Ritchie named Instagram as central to the brand's storytelling, with TikTok delivering real cut-through this season. She singled out a moment where Patrick Schwarzenegger told Kate Moss that a passing model was his wife, Abby Champion, calling it unmanufacturable.

Ritchie also pointed to RedNote, the Chinese social and lifestyle platform, as a standout around the event, and said the brand had seen its visibility strengthen in AI search, which she called a fascinating new measure of media impact this year.

What drove the week overall

Across New York Fashion Week as a whole, social media generated $416 million of the week's total MIV, or 90 percent of it. Instagram accounted for 55 percent of that social total, TikTok 14 percent and YouTube 4 percent, with the Media Voice driving about 49 percent of overall impact.

The Influencer Voice drove 28 percent of the week's total value. Carousels proved the most effective content format across the week, delivering the highest value per placement at an average of $123,000 per post, ahead of other formats Launchmetrics tracked for the season.

Instagram and YouTube saw the Media Voice outperform, with Influencer content in second place on both platforms. TikTok reversed that pattern: its Influencer Voice overtook Media Voice by $10 million, a shift Launchmetrics flagged as distinct from the rest of the week's platform behaviour.

NYFW is typically driven by American celebrity impact, but this season leaned further afield. Filipino actress and influencer Heart Evangelista was the event's top celebrity voice at $7.6 million, ahead of Paris Hilton at $2.5 million, Jung Hae-In at $2.3 million and Lingling Kwong at $1.9 million.

Talent from the Asia-Pacific region generated $19.2 million, or 42 percent of total celebrity MIV, close behind the Americas at 48 percent. Influencer-driven value skewed far more heavily American, with 82 percent of that category's total coming from the Americas despite the celebrity shift eastward.

The top influencers by value were Mickey Blank at $6.9 million, Kay and Tay Dudley at $2.2 million, Kat Clark at $1.8 million, Kristy Sarah at $1.7 million and Demitra Kalogeras at $1.6 million, rounding out a season Launchmetrics measured as more geographically dispersed than usual.

Launchmetrics has not indicated when it will next publish comparable rankings for other fashion weeks this season, though its NYFW methodology, tracking Media, Celebrity, Influencer, Owned and Partner voices across print, broadcast and social platforms, is the basis on which Tommy Hilfiger's win was calculated.

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This briefing is published daily using an AI-powered system crafted by Worthbury's team and finely tuned to meet our editorial standards. While we continuously test and review the output, mistakes can sometimes happen. Tell us if you spot one.

Images: Tommy Hilfiger