Lunarness Fashion Data Briefing 1

Fashion Week Media Impact 2024: What MIV Really Measures

Fashion Week media impact figures can look like a league table, but Media Impact Value is not revenue, profit or audience size. This episode compares cited 2024 findings from Paris, Milan, New York and London.

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Episode transcript

Welcome to Lunarness Fashion Data Briefing, a short audio series about fashion statistics, how they are measured, and how to use them without losing the context.

Today we are looking at Fashion Week media impact in 2024. The central metric is Media Impact Value, often shortened to M I V. Launchmetrics describes MIV as an estimate of the value generated by media placements, creators, celebrities and other voices. It can support comparison within a stated campaign window. It should not be treated as revenue, sales, profit, audience size or audited advertising spend.

The cited summaries identify the leading brand at four Fashion Weeks. Louis Vuitton generated 36.3 million dollars in MIV for Paris. Gucci generated 25 million for Milan. Tommy Hilfiger generated 21.3 million for New York. Burberry generated 14.9 million for London.

Lunarness also calculated top-three totals from the three brand values reported for each city. Paris reached 97.7 million dollars. Milan reached 72.6 million. New York reached 46.6 million. London reached 22.9 million.

These totals do not represent every brand or the complete value of each Fashion Week. They describe only the three cited leaders. That distinction matters.

The concentration pattern is also interesting. Burberry represented about 65.1 percent of London's top-three total. Milan's leading brand represented about 34.4 percent of its top-three total. In this limited comparison, London was more concentrated around one leading brand, while Milan was more evenly distributed across its top three.

The useful conclusion is not that one city won fashion. The useful conclusion is that attention structures differ, and any comparison must preserve the campaign window, the included brands and the definition of the metric.

You can inspect every value, formula, source URL and comparability note in the Lunarness Fashion Data Observatory 2026. The canonical research page and the Zenodo DOI are linked in this episode description.

This has been Lunarness Fashion Data Briefing. In the next episode, we examine the age gap in online fashion shopping across the European Union.

Evidence and citation

The transcript is an editorial interpretation of the cited evidence. Keep each value attached to its geography, period, unit and measurement method.

Editorial note: The audio and transcript communicate the same analysis. The Observatory and archived dataset are the canonical references for values, source URLs, calculations and comparability notes.