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<\/picture><\/span><\/div>\n<\/figure>\nDeeper storytelling drives momentum<\/strong><\/h2>\nBeyond the runway, brands are increasingly extending the life \u2014 and impact \u2014 of their collections through more intentional, long-form storytelling. At Dior, this took shape through an interview with Bella Freud\u2019s 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\u2019s store frenzy<\/a> 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.<\/p>\nTogether, these moments point to a broader shift in how fashion is being consumed. \u201cFrom brands themselves through to people commentating on the shows \u2014 you can definitely feel a shift toward more considered and in-depth storytelling rather than just key takeaways,\u201d says Mahlich.<\/p>\n
Platforms like Substack have accelerated this appetite, enabling both brands and commentators to move beyond surface-level coverage, she adds.<\/p>\n
\u201cEMV 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\u2019re seeing now is a shift in how that value is built,\u201d 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. \u201cThese formats don\u2019t necessarily generate the same immediate spikes in EMV, but they build depth, context, credibility, and longer-term engagement,\u201d she says.<\/p>\n
This more engaged, informed audience is also reshaping the tone of commentary itself. \u201cIt\u2019s not just sitting there and saying, \u2018I don\u2019t like that shoe\u2019 or \u2018that\u2019s a terrible look.\u2019 They have a deep understanding of fashion,\u201d says Andrew Lister, EVP of Purple PR, pointing to a more critically literate viewer invested in process, context, and craft.<\/p>\n<\/div>\n
Together, these moments point to a broader shift in how fashion is being consumed. \u201cFrom brands themselves through to people commentating on the shows \u2014 you can definitely feel a shift toward more considered and in-depth storytelling rather than just key takeaways,\u201d says Mahlich.<\/p>\n
Platforms like Substack have accelerated this appetite, enabling both brands and commentators to move beyond surface-level coverage, she adds.<\/p>\n
\u201cEMV 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\u2019re seeing now is a shift in how that value is built,\u201d 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. \u201cThese formats don\u2019t necessarily generate the same immediate spikes in EMV, but they build depth, context, credibility, and longer-term engagement,\u201d she says.<\/p>\n
This more engaged, informed audience is also reshaping the tone of commentary itself. \u201cIt\u2019s not just sitting there and saying, \u2018I don\u2019t like that shoe\u2019 or \u2018that\u2019s a terrible look.\u2019 They have a deep understanding of fashion,\u201d says Andrew Lister, EVP of Purple PR, pointing to a more critically literate viewer invested in process, context, and craft.<\/p>\n<\/div>\n