Deeper storytelling drives momentum
Beyond the runway, brands are increasingly extending the life — and impact — of their collections through more intentional, long-form storytelling. At Dior, this took shape through an interview with Bella Freud’s Fashion Neurosis, where Jonathan Anderson unpacked the inspirations behind the collection, offering audiences a more layered entry point into the work. His personal channels alone generated $938,000 in EMV, underscoring the growing value of designer-led narrative. Chanel’s store frenzy also brought more in-depth storytelling ahead of its show, from Gabriella Karefa-Johnson sharing group chat exchanges on Substack to creators posting shopping vlogs that captured the experience of trying to find sold-out bags and shoes.
Together, these moments point to a broader shift in how fashion is being consumed. “From brands themselves through to people commentating on the shows — you can definitely feel a shift toward more considered and in-depth storytelling rather than just key takeaways,” says Mahlich.
Platforms like Substack have accelerated this appetite, enabling both brands and commentators to move beyond surface-level coverage, she adds.
“EMV remains an important benchmark; it quantifies the impact of press, influencers, and celebrity activity, and allows brands to understand what cuts through at scale. But what we’re seeing now is a shift in how that value is built,” says Jenny Tsai, founder and CEO of WeArisma. She points to time and the growing role of longer-form platforms. YouTube, while still representing a smaller share of total value, grew 184% year-on-year, with brands partnering with higher-caliber creators and publishers to produce more considered, narrative-driven content. “These formats don’t necessarily generate the same immediate spikes in EMV, but they build depth, context, credibility, and longer-term engagement,” she says.
This more engaged, informed audience is also reshaping the tone of commentary itself. “It’s not just sitting there and saying, ‘I don’t like that shoe’ or ‘that’s a terrible look.’ They have a deep understanding of fashion,” says Andrew Lister, EVP of Purple PR, pointing to a more critically literate viewer invested in process, context, and craft.
