The Media Tracker
Posts
The Media Tracker: fashion week

The Media Tracker: fashion week

As New York’s fashion week recently wrapped and Milan and Paris are on deck, an influx of campaigns, specifically HPTO’s are popping up.

Melanie Singer
September 18, 2025

The Media Tracker

This week we’re diving into fashion and e-commerce as NY Fashion Week recently concluded.

A quick call out before jumping in, is the health care sector ramped up newsletter ad spend this week. If you’re a paying subscriber, you can access the tracker below, if you’re a free subscriber you can upgrade today to gain access.

What's 🔥 Right Now

Luxury Ad Spend

Tumi is running ads across NYTimes this week, promoting their “TUMI Icons” collection, from bestsellers to new products.
Celine is running ads across WSJ and NYTimes this week, promoting their Winter 2025 Collection.
Loro Piana is running ads across The New Yorker this week, promoting their Fall/Winter 2025-2026 Collection.
Prada is running a week-long HPTO across Air Mail, promoting their Men’s Fall Winter 2025 Collection.
Zegna went into week two of running a HPTO across Puck, promoting their Winter 2025 Collection for fashion week.
Van Cleef & Arpels is running ads across NYTimes, promoting their Flowerlace Collection, while also running ads across The New Yorker this week, promoting their Cosmic Splendor Collection at the American Museum of Natural History.
Vacheron Constantin is running ads across WSJ this week, driving awareness to 2025 marking 270 years of watchmaking mastery.

The thought: last year brought a shift in luxury brands launching their fashion week ad campaigns across media sites. With a similar timeline this year, there’s indication that this playbook proved to be efficient. As New York’s fashion week recently wrapped and Milan and Paris are on deck, an influx of campaigns, specifically HPTO’s are popping up.

It’s notable that some media companies like Air Mail have an always on process with luxury brands, where they consistently run week-long HPTO’s. Other media companies have a much smaller footprint in this category, or really none at all. And what I’ve said (or thought) before in this category is that there’s opportunity for more media companies to tap into this sector, especially given readers demo’s of high HHI. The awareness plays of new Fall/Winter collections are perfect to get these brands top of mind, and maybe that NYTimes reader finally buys their first TUMI bag.

Ads across the web this week

Tech: Morning Star (WSJ), T-Mobile for Business (Forbes), Klarna (Bloomberg), Amazon (Axios), Apple (NYTimes), SAP (NYTimes, WSJ), Google (Fortune), SAS (Semafor), Micron (Axios), Snapchat (NYTimes)
Automotive/Transportation: Genesis (Semafor)
Business/Finance: Raymond James (NYTimes), E-Trade (NYTimes), McKinsey & Company (Fortune), PayPal (Bloomberg) PayPal (Axios), PwC (WaPo, Fortune), SPDRs (WSJ), UBS (Bloomberg, The Atlantic), HSBC (Axios), Indeed (WaPo, WSJ), T. Rowe Price (Bloomberg), Goldman Sachs (Axios)
Healthcare: Philip Morris International (Semafor), Blue Cross Blue Shield (Puck), Evernorth Health Services (NYTimes)
Real-estate: Sotheby’s (NYTimes)
Non-Profit: National Asphalt Pavement Association (Roll Call)
E-Commerce/Retail: Tumi (NYTimes), Pratt Industries (WSJ), Celine (WSJ, NYTimes), hear.com (Axios), Loro Piana (The New Yorker), Prada (Air Mail), Zegna (Puck), Van Cleef Arpels (NYTimes) & Van Cleef Arpels (The New Yorker), Vacheron Constantin (WSJ)
Entertainment: Hulu (Vox), FX (The New Yorker)

Notable Campaigns

Pratt Industries ad on WSJ

Pratt Industries ran a HPTO across WSJ on 9/15, promoting their 100% recycled materials.

T-Mobile for Business ad on Forbes

T-Mobile for Business is running a week-long HPTO across Forbes, promoting SuperMobile, the new era of their business plan.

Klarna ad on Bloomberg

Klarna ran a HPTO across Bloomberg on 9/15, driving general brand awareness, paired with a callout of their recent NYSE listing.

Philip Morris International ad on Semafor

Philip Morris International ran a HPTO across Semafor from 9/15-9/16, driving awareness towards how they’re investing in America’s future.

Prada ad on Air Mail

Prada is running a week-long HPTO across Air Mail, promoting their Fall Winter 2025 Men’s collection.

Zegna ad on Puck

Zegna is running a week-long HPTO across Puck, promoting their Winter 2025 vision.

Apple ad on NYTimes

Apple ran a HPTO across NYTimes on 9/16, promoting their new iPhone 17 Pro and Air.

SAP ad on WSJ

SAP ran a HPTO across WSJ on 9/16, driving awareness to their AI-powered business suite.

PayPal ad on Bloomberg

PayPal ran a HPTO across Bloomberg on 9/16, driving awareness towards them being a platform for all businesses.

National Asphalt Pavement Association ad on Roll Call

National Asphalt Pavement Association is running a three-day HPTO across Roll Call from 9/16-9/18, calling on Congress to support U.S. infrastructure.

PwC ad on WaPo

PwC ran a HPTO across WaPo on 9/17 and Fortune today, 9/18, driving brand awareness around being passionate about helping clients navigate disruption and unlocking growth.