Creators continue to grow their presence at London Fashion Week. So, as it drew to a close this week, leading global creator and social agency, Billion Dollar Boy, launched new research to find out which brand won the Creator London Fashion Week?
Its proprietary technology, Companion, analysed more
than 250k creator accounts based in the UKand 30+ leading fashion brands. It found:
- M&S had the greatest share of voice, generating almost two in five of all creator-generated impressions during LFW.
- With luxury fashion brands dominating the catwalk, high street fashion retailers turned to creators to gain a share of voice – driving 58% of all creator impressions, compared with 42% for luxury brands.
- Online-only retailers performed strongly making up two of the top ten performing brands.
You can find an overview of the top ten below. For a more detailed overview of the top performing brands, analysis of their strategies and successes, please review this long read.
| Rank | Brand | Impressions | Creator Share of Voice |
| 1 | M&S | 577,400 | 39.24% |
| 2 | Mulberry | 348,400 | 23.67% |
| 3 | ASOS | 104,900 | 7.13% |
| 4 | Barbour | 102,000 | 6.93% |
| 5 | Skims | 74,600 | 5.07% |
| 6 | eBay | 56,500 | 3.84% |
| 7 | Burberry | 52,100 | 3.54% |
| 8 | McQueen | 42,300 | 2.87% |
| 9 | H&M | 28,900 | 1.96% |
| 10 | Zara | 26,400 | 1.79% |
Ed East, Global CEO and founder of Billion Dollar Boy comments:
“We’re witnessing a real shift in fashion marketing. Legacy luxury is losing ground on social to agile high street brands who truly know how to cultivate engagement and build community.
“High street fashion retailers stole the show this season because they understand that you can’t simply broadcast brand heritage in a social-first world. Audiences aren’t looking for polished, high-production campaign assets – they want behind-the-scenes intimacy and real-time perspective.
“That requires blending your major brand moments with genuine creator access, giving talent the creative freedom to make your story personal and accessible. It’s about moving away from traditional runway exclusivity to co-creating the conversation around your brand.
“M&S showed everyone the modern blueprint here. They didn’t just throw a big milestone event; they built a multi-layered strategy that gave creators real access, from high-profile runway moments to grassroots community events in local markets.”
