A massive 36.8m people tuned in to watch the @LouisVuitton Men's Fall-Winter 2021 Fashion Show, making it the most-viewed fashion show ever, while 1.3m engagements also made it the most talked-about. In the week of the show, @LouisVuitton even became the most popular brand in the world, with over 6 million mentions of #LVMenFW21. The unprecedented levels of Gen-Z engagement boosted the brand’s follower base by over a million within a week.
Even the build-up created record-breaking levels of participation, with the original Tweet from @BTS_bighit attracting 2.2m likes and @LouisVuitton’s retweet receiving the brand’s highest level of engagement ever: 1.1m likes and 600,000 retweets.
In total, 1.7m Tweeters received personalised invitations to watch the live show, and the numbers setting reminders totalled roughly 25 times more than the benchmark for a fashion show - a new record for the function on Twitter.