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Business of Fashion
4 days ago
- Business
- Business of Fashion
Introducing The Brain of Fashion
When I first started writing The Business of Fashion in 2007 as a blog and occasional newsletter, it was simply a place for me to explore an industry that had always fascinated me. At the time, blogs and newsletters like mine were completely new to the fashion industry. At 6am London time, mine was the only fashion newsletter in your inbox. I was lucky to have been in the right place, at the right time. Soon, digital and social media would transform fashion and BoF would earn its place as the leading global resource for fashion professionals around the world. I learned a very important lesson from this little digital experiment: never be complacent. When breakthrough technologies emerge, rather than reject them, it is important to understand how you might use them. We are at another one of those technological inflection points now. The way people consume business analysis and information is changing, with the rise of new AI tools like ChatGPT. This is changing the expectations of our readers who increasingly expect clear, direct and accurate answers to specific research questions — delivered quickly and reliably. Today, we're excited to invite our BoF Professional community to test a new AI-driven research tool developed in partnership with — designed to help you engage even more deeply with BoF's award-winning journalism. The Brain of Fashion is our new generative AI tool, trained on BoF's archive of more than 45,000 articles, reports, case studies and profiles. It is designed to help you make faster, smarter decisions by answering your questions about the fashion, luxury and beauty industries with speed, relevance and depth. So how is this different from other more generalist AI tools on the market? Because The Brain of Fashion is trained exclusively on BoF's verified, fact-checked reporting, you can trust that the information provided is more accurate. Our answers link directly to the original BoF articles underlying each response, so you can dig deeper in your research. That said, The Brain of Fashion is launching in beta mode because as with all new technologies, we will need to continue to test and refine it in the coming months. Your feedback will play an essential role in how we take The Brain of Fashion forward. As a BoF Professional member, you can start exploring The Brain of Fashion and submitting your research requests today. We look forward to hearing your feedback, Imran Amed, Founder and Editor-in-Chief Use of Artificial Intelligence: We offer The Brain of Fashion to provide information from the BoF content library to answer your questions. This tool is powered by third party AI systems. We cannot guarantee the completeness and accuracy of the information provided. BoF and its affiliates are not liable for any actions taken based on such information.
Business of Fashion
16-05-2025
- Entertainment
- Business of Fashion
5 Fashion Brands That Dominated the Met Gala Social Conversation
Dressing celebrities for the Met Gala is a high-stakes affair. Brands work for months and invest millions of dollars to design elaborate looks, which this year were linked to the exhibition's theme, 'Superfine: Tailoring Black Style,' and the dress code, 'Tailored for You.' As social media has boosted the visibility of the gala, brands must focus on surprising and delighting an ever-growing audience of fashion fans that evaluates these looks — in real-time — for their aesthetic merits as much as for their cultural commentary. As the dust settles on this year's Met Gala, we used BoF INSIGHTS PULSE to analyse which brands dominated the social conversation. BoF INSIGHTS PULSE is a new AI-powered social intelligence tool, powered by that deciphers user-generated content on social media. Unlike traditional tools that measure engagement on brand or celebrity posts, BoF INSIGHTS PULSE focuses on content created by consumers themselves — capturing authentic conversation and sentiment. We analysed almost 10,000 Instagram and TikTok posts about the Met Gala to understand not only which brands captured the highest share of voice — but also how they did it. What brands and celebrities dominated social media related to the Met Gala? 1. Louis Vuitton The author has shared a TikTok. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. SHARE OF VOICE: 18.5% WHAT SOCIAL MEDIA SAID: Across TikTok and Instagram, Louis Vuitton dominated the Met Gala 2025 conversation, not just because it was an official sponsor, but also because of the sheer breadth of its interpretations of the theme: Doechii's chequered LV shorts suit, Lisa from Blackpink's sheer bodysuit and monogram tights, and Zendaya's all-white LV zoot suit all drove meaningful conversation in which fashion fans noted the creative range of the brand. Zendaya's outfit in particular was widely praised, with customers conversing about the power and sophistication of the look, noting the blurring of traditional gender lines in menswear as well as appreciating the homage to Bianca Jagger. Not all of the conversation was positive, however: Louis Vuitton had to issue clarifications across multiple platforms to refute accusations of cultural insensitivity from posters who mistook the stylised portraits on Lisa from Blackpink's outfit to be civil rights activist Rosa Parks. WHY IT MATTERS: The investment to be an official sponsor of a flagship event like the Met Gala can certainly pay off — but only if the brand has the creative range to support it. There is a fine line between artistic expression and cultural insensitivity, and brands must be careful to actively monitor social conversation and step in before unintended characterisations run awry. 2. Valentino The author has shared a TikTok. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. SHARE OF VOICE: 13.4% WHAT SOCIAL MEDIA SAID: Audiences gravitated towards Valentino's blend of vintage and contemporary elements. Freen Sarocha's custom looks exemplified this aesthetic. On TikTok, for example, videos showcasing her cream jacket with black fur trim and tiered skirts sparked discussions about 'retro-futurism' and 'dark romanticism,' resonating with audiences who appreciated the nod to classic elegance while also embracing contemporary design elements. Colman Domingo's Valentino cape, described as a tribute to André Leon Talley, also fuelled discourse about legacy and representation in high fashion. Conversely, Amelia Gray's outfit, which included a headpiece that resembled a durag, sparked more critical conversation about cultural appropriation. WHY IT MATTERS: The Met Gala debut of Freen Sarocha was a resounding success for Valentino, underscoring a fashion brand's ability to amplify rising global talent. On TikTok, for example, fan-made compilations celebrating her arrival and various outfits went viral. Audiences keenly parsed design influence and noted how Alessandro Michele's signature aesthetic was clearly communicated even in the wider context of this year's Met Gala theme. 3. Chanel The author has shared a TikTok. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. SHARE OF VOICE: 11.8% WHAT SOCIAL MEDIA SAID: Audiences highlighted Chanel's ability to bridge eras and aesthetics. Jennie from Blackpink's appearance in custom Chanel, inspired by a 1987 look from the archive, sparked widespread discussion about the brand's enduring appeal. Similarly, Dua Lipa's 1920s-inspired Chanel look and Lupita Nyong'o's powder blue pantsuit with a dramatic cape were cited as examples of how Chanel successfully navigated the tension between honoring heritage and achieving originality in a world saturated with archival revivals. WHY IT MATTERS: Few brands have the timeless appeal of Chanel. The brand's Met Gala looks show how adept it is at reinforcing its heritage in a way that still feels timely and culturally relevant. 4. Marc Jacobs The author has shared a TikTok. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. SHARE OF VOICE: 5.9% WHAT SOCIAL MEDIA SAID: Rihanna's pregnancy reveal while wearing Marc Jacobs dominated the discourse. Across TikTok and Instagram, the audience saw this look as a powerful statement on maternity and high fashion. The custom-designed pinstripe suit, complete with a corset, cropped jacket, wide-brimmed hat and polka-dot bow tie, was lauded for its boldness and sophistication, challenging traditional maternity wear. Doja Cat's Marc Jacobs look, featuring a structured pinstripe blazer, a form-fitting leopard print bodysuit and a voluminous afro, sparked discussion about modern interpretations of 'Black Dandyism.' On TikTok, the look was celebrated for its boldness and edginess. Many lauded the unexpected combination of classic tailoring and animal print. WHY IT MATTERS: Both Rihanna and Doja Cat's looks positioned Marc Jacobs at the centre of conversations about identity, gender and race. These placements reinforced the brand's image as bold, subversive and culturally savvy. 5. Thom Browne The author has shared a TikTok. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. SHARE OF VOICE: 5.1% WHAT SOCIAL MEDIA SAID: Audiences were captivated by Thom Browne's deconstructed approach to classic tailoring at the Met Gala 2025. Across various looks, Browne reimagined traditional menswear elements like pinstripes, suits and ties, often incorporating unexpected pairings and exaggerated silhouettes. Janelle Monáe's oversized, cartoonish pinstripe suit with graphic white detailing, paired with a top hat and monocle, was seen as a standout for its playful subversion of formal wear. Similarly, Demi Moore's tie-shaped gown, constructed from over 1.4 million beads, was praised for its intricate craftsmanship and bold reinterpretation of a classic menswear item. WHY IT MATTERS: As a brand rooted in tailoring, it is no surprise that Thom Browne captured such a high share of voice for this year's Met Gala. This performance speaks to the power of having clearly defined brand codes while also being able to creatively subvert them to drive conversation and engagement. Other findings: By focusing on unprompted customer conversation, BoF INSIGHTS PULSE can reveal an important dichotomy between what industry and media experts focused on and what customers reacted to. For example, South Asian celebrities like Shah Rukh Khan and Diljit Dosanjh both captured a significant share of voice (2.8% and 2.3% respectively) as audiences in South Asia and as part of the global South Asian diaspora applauded their appearances on the global fashion stage. Nonetheless, many media platforms, including Vogue, were criticised for not giving either celebrity much attention or recognition on the red carpet. Ultimately, these insights underscore the power of a tool like BoF INSIGHTS PULSE: revealing what drives the culture 'bottoms-up' based on the content and topics that audiences engage with on their own terms. Explore BoF INSIGHTS PULSE here How can fashion brands use BoF INSIGHTS PULSE? 1. Sharpen Brand Messaging and Audience Targeting The tool maps user-generated content on social media around brands, their competitors and cultural moments. It segments audiences based on real behaviour, providing deep insights to help brands refine messaging and boost engagement. 2. Track Brand Perception and Trending Themes Trained specifically for the fashion industry, the tool captures nuanced customer conversations about brands even if the brand is not tagged or mentioned. By analysing video, audio, images and text, no brand cue is missed. AI-driven categorisation structures conversations into clear themes, helping brands track customer perception and trending topics. 3. Identify Strategic Partnerships and Evaluate Brand Ambassadors By uncovering key conversations and brand connections, the tool identifies valuable partnership and ambassador opportunities. It helps brands collaborate with the right voices to maximise impact. EXPLORE BoF INSIGHTS PULSE
