Burberry Commands Largest Share of Voice at London Fashion Week

Burberry turned its closing show on 23 February into an unrivaled media event, capturing 91.10% share of voice among 114 brands at London Fashion Week FW26, Onclusive’s analysis shows. The data window for that figure runs 18–23 February 2026 and draws on Onclusive 360 (mainstream monitoring) and Onclusive Social (social listening), placing Burberry far ahead of the field as the week wrapped on 23 February.

Onclusive pins that dominance to a deliberate ambassador strategy that "synced multiple high-visibility talent," naming Seungmin (Stray Kids), Bright Vachirawit, and YoonA (Girls’ Generation) as the drivers. "At LFW FW26, the front row was not a backdrop. It was the story," Onclusive writes, noting that hashtags in Korean, Thai, and English "dominated the global conversation simultaneously." The report adds that three celebrities, all from Asia, generated over 90% of all celebrity mentions on social media across the FW26 window.

Social numbers posted by Onclusive Social on LinkedIn underscore the scale: 517K social mentions reached 126.1M people, created by 305K authors, and the post claims average reach per Asian influencer was 4.2x that of Western counterparts. The LinkedIn summary also states that "Burberry leveraged Seungmin, Shuhua, and Asian brand ambassadors to capture 86.94% of total brand conversations, a masterclass in modern luxury marketing," a slightly lower figure than the 91.10% SOV reported in Onclusive’s FW26 table.

The gap between Burberry and its nearest peers reads like a strategic gulf: Tolu Coker registered 1.56% share of voice, Harris Reed 0.76%, Erdem 0.65%, and both Richard Quinn and Simone Rocha at 0.50% each on Onclusive’s top‑20 list. The table represents the top 20 out of 114 brands analyzed for LFW FW26 and highlights how one programme of talent and timing overwhelmed the usual spread of conversation.

Luxurytribune places the trend in longer context, citing an earlier Onclusive timeframe (8 September–8 October 2025) in which Asian celebrities and influencers allegedly generated nearly 80% of social presence and Burberry dominated 87% of that conversation; Luxurytribune also reports Seungmin accounted for 40% of mentions in that period. Those figures use a different date window and appear to draw on a separate Onclusive query, which helps explain discrepancies between 91.10%, 86.94%, and 87% cited across sources.

Onclusive’s methodology note that data are drawn from Onclusive 360 and Onclusive Social for 18–23 February 2026 anchors the FW26 claim, but the differing percentages suggest different queries, channel mixes, or denominators in play. For communications and marketing teams, the takeaway is concrete: synchronising front‑row talent from Asian markets, Seungmin, Bright Vachirawit, YoonA, and others, plus multilingual social choreography converted presence into dominance at LFW FW26, and other houses will be racing to replicate that model next season.