PARIS — The Instagram fashion bubble, it would seem, is a coronavirus-free zone. Better to talk about Chanel on the social media platform, suggested a study by Heuritech released Monday.
The French technology firm examined hashtags and used visual technology to calculate trends and brand mentions on the platform during fashion month, from Feb. 7 to March 3.
Chanel topped brands for mentions over the period, but COVID-19, even while it was a key topic in the news, was largely shunned by fashion players on Instagram, according to the firm’s findings.
“Against all expectations, coronavirus was fairly absent from all the posts during fashion week — we found that out of all fashion week-related posts, only 2 percent spoke about coronavirus,” said Célia Poncelin, chief marketing officer of Heuritech. The few mentions were mainly related to Chanel and Prada postponing their May shows.
“There was a real effort on the part of actors in the fashion industry to keep the focus on fashion,” when it came to posting on Instagram, she added.
Paris Fashion Week topped the list this season, with 38 percent of mentions, followed by Milan and New York, with London trailing behind the others with a 15 percent proportion. New York’s proportion of