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Gucci AW18 mfw milan fashion week alessandro michele
Backstage at Gucci AW18Photography Giacomo Cabrini

What were the biggest IG moments at fashion week?

Yes... Gucci was a head above the rest

Last week, we gave you a breakdown of helpful news so that next time someone strikes up a conversation about Gucci iguanas you can pretend you were actually paying attention this fashion month. (If you want to put it to the test, you still have a few hours to do the Instagram story quiz over on @dazedfashion!). Now, the social media platform has released data to crown the buzziest moments of the season – based on mentions globally, so tags, captions, comments, and image and video posts.

When it came to the most buzzed about brands in each city, in New York it was Tom Ford, Burberry in London (beating the Queen attending Richard Quinn), Gucci in Milan (come on, they had models carrying severed heads), and Chanel in Paris (Karl literally created an indoor forest).

Among the model names you would expect to be most talked about over the season were Kaia Gerber, the Hadids, and Karlie Kloss, rounded up by Dazed cover star Fran Summers, who took over our Instagram story to capture a day in her life during LFW. Unsurprising, considering she walked a total of 29 shows over the season.

Elsewhere, Anok Yai – the first black model to open Prada since 1995 – topped the list of models gaining the highest percentage of followers over the month. A win for diversity, Adut Akech Bior and former Dazed cover star Yasmin Wijnaldum placed in second and third respectively.

Most surprising was that Balenciaga – which hosted its first co-ed show during the season – was missing from the list of buzzy PFW brands, even with the giant graffitied mountain set and all the memes it inspired.

View the full list below.

Most Buzzed About Models During Fashion Month

  1. Kaia Gerber
  2. Gigi Hadid
  3. Bella Hadid
  4. Karlie Kloss
  5. Fran Summers

Most Buzzed About Brands During New York Fashion Week

  1. Tom Ford
  2. Calvin Klein
  3. Ralph Lauren
  4. Michael Kors
  5. Marc Jacobs

Most Buzzed About Brands During London Fashion Week

  1. Burberry
  2. Richard Quinn
  3. Christopher Kane
  4. Teatum Jones
  5. Delpozo

Most Buzzed About Brands During Milan Fashion Week

  1. Gucci
  2. Prada
  3. Fendi
  4. Versace
  5. Moschino

Most Buzzed About Brands During Paris Fashion Week

  1. Chanel
  2. Dior
  3. Louis Vuitton
  4. Saint Laurent
  5. Balmain

Models Who Gained the Highest Percentage of Followers During Fashion Month

  1. Anok Yai
  2. Yasmin Wijnaldum
  3. Adut Akech Bior
  4. Léa Julian
  5. Vittoria Ceretti