The perennial rhythm of summer has once again ushered in a wave of star-making viral streaming hits, meme sensations, and breakout talents gracing high-profile events and the demanding press circuit. Following a somewhat subdued start to the streaming season, August delivered a robust lineup of critically acclaimed series, including Sterling Point and The Shards. These productions have served as fertile ground for emerging talent, ripe for brands to discover and integrate into their marketing strategies. Simultaneously, across European and American stages, rapidly ascending artists like Fcukers and Grace Ives commanded festival stages, capturing the cultural zeitgeist and cementing their positions within the contemporary music landscape. From the silver screen to the intimate glow of smartphone displays, a new generation of actors and social media influencers has been prolific in content creation. The recent summer of sport has also propelled top athletes, previously confined to niche fan bases, into broader public consciousness, further expanding the pool of potential cultural ambassadors.
This influx of burgeoning talent arrives at a pivotal moment for the fashion industry, coinciding with the commencement of New York’s September shows and the subsequent global fashion month circuit spanning London, Milan, and Paris. Industry experts unanimously agree that early engagement with these rising stars presents a strategic imperative for brands. The alignment of the traditional summer entertainment cycle with the spring/summer fashion season provides an optimal window for brands to capitalize on talent at the peak of their visibility. Past fashion seasons have seen brands strategically seat emerging stars from popular shows such as Heated Rivalry, The Summer I Turned Pretty, and Tell Me Lies in their coveted front-row positions.
"Culture moves in these fast, intense bursts," explains Joseph Thornton-Allan, co-lead of WME’s fashion brand partnerships taskforce. "A show like The White Lotus airs, and the conversation around it dominates for two or three weeks before shifting to the next major event. If a brand can effectively tap into that window while the momentum is at its highest, they aren’t starting a conversation from scratch; they are leveraging an existing dialogue that already commands widespread attention. This offers a form of organic momentum that is incredibly challenging to replicate through traditional, more protracted campaign timelines."
Securing a presence for these "summer talents" in front-row seats serves as a tangible demonstration of a brand’s cultural relevance and awareness. "With the Spring/Summer 2027 collections marking one of the initial significant opportunities for brands to engage with these [summer 2026] talents, there’s an inherent competitive drive to secure individuals who have recently experienced viral moments, significant releases, or impactful festival exposure," notes Banes Borden, an endorsements agent at United Talent Agency (UTA). "This presents brands with a valuable opportunity to establish early connections, foster relationships, and explore authentic avenues for integrating these talents in a way that complements their existing brand ambassadors and narrative."
The desire to be the first to identify and champion a rising star is a significant motivator within the fashion industry. "Fashion brands inherently want to be recognized for discovering a talent while their story is still unfolding – not as a fifth or sixth brand to jump on a trend that has already become fully commodified," Thornton-Allan elaborates. He emphasizes that this early engagement is also a crucial first step in cultivating long-term relationships. "This initial presence lays the groundwork for potential larger collaborations and partnerships down the line."
As September approaches, brands are keenly observing the emerging figures poised to make their mark on the SS27 front rows.
Rising TV Stars Poised for Fashion Stardom
The summer of 2026 has been particularly impactful for a new cohort of television actors whose performances have captivated audiences and positioned them for significant industry attention.
Ella Rubin, a standout performer in the viral Prime drama Sterling Point, has firmly established herself as one of the season’s most talked-about talents. Her role as Ella in the series, set against the picturesque backdrop of Muskoka, has garnered widespread acclaim. Rubin is no stranger to the fashion world, having previously attended Chanel’s annual Tribeca Artists Dinner at The Odeon. Demonstrating a proactive approach to cultivating industry relationships, Louis Vuitton invited the actor to its New York resort show in May, a significant precursor to her anticipated presence during fashion month. This engagement marked Rubin’s inaugural fashion show, and industry observers expect her to attend numerous others in the coming season.
Amélie Hoeferle, Rubin’s co-star and on-screen sister in Sterling Point, is also on a trajectory toward significant fashion recognition. While she has yet to make a formal debut at a fashion show, her stylist, Bailey Moon, has strategically dressed Hoeferle in pieces from prominent "fashion girl" brands throughout the Sterling Point press tour, including Proenza Schouler, Fforme, The Row, and Dôen. The possibility of her appearance at an upcoming New York show, particularly from Proenza Schouler, is a strong consideration.
Hayes Warner, whose acting debut in The Shards has propelled her into the mainstream, is no stranger to the spotlight. Prior to her role as Debbie, Warner had been releasing music since 2024. She attended New York Fashion Week in February 2025 and has previously modeled for New York designer Kate Barton. Her recent mainstream visibility through her television performance is expected to translate into significant attendance at fashion shows this season.
Homer Gere, another notable presence from The Shards and son of actor Richard Gere, maintained a lower profile until the Ryan Murphy adaptation of Bret Easton Ellis’s novel premiered. Gere has since emerged into the public eye, gracing the cover of Vogue alongside co-star Kaia Gerber, solidifying his status not only in Hollywood but also within the fashion sphere.
Keen Ruffalo, a fan favorite from Sterling Point and son of actor Mark Ruffalo, is also a strong contender for September’s fashion shows. Similar to Gere, the 25-year-old has largely remained out of the public eye, despite a few notable cameos last year. Ruffalo attended the Dior LA resort show in May, signaling a growing interest in fashion, with further engagements anticipated.
Lexi Minetree, who has made a significant summer impact as Elle Woods in Prime’s Legally Blonde prequel, Elle, has embraced a style that mirrors the iconic character – pretty, pink, and sparkly, curated by stylist Molly Dickson. Beyond the thematic dressing of the press tour, brands have an opportunity to engage with Minetree’s personal aesthetic, showcasing her individuality beyond the confines of her on-screen persona.
Ella Bright, who launched the summer’s wave of emerging talent with her role in Off Campus in May, has already demonstrated her fashion industry engagement. Having attended Dior at Paris Couture Week prior to the summer shows, Bright is poised to return to Paris with the brand in October. Notably, she has also become Rare Beauty’s first brand ambassador, further solidifying her influence across entertainment and lifestyle sectors.
Belmont Cameli, like Bright, experienced a surge in popularity following his starring role in Off Campus. While he did not attend the summer shows, Cameli has been actively elevating his fashion profile with stylist Sydney Lopez. His potential appearance at the upcoming fashion month, following the premiere of Off Campus, is highly anticipated.
On-Stage Breakouts Commanding Industry Attention
The music scene has also yielded significant breakout artists whose festival performances and tours have positioned them as key cultural influencers.
The New York-based electronic duo Fcukers, comprised of Shanny Wise and Jackson Walker Lewis, experienced a notable surge in popularity following the spring release of their album Ø. Their extensive festival circuit appearances and opening act duties for Harry Styles on his "Together, Together" tour in São Paulo in July have garnered significant attention. While their September and October US tour dates will preclude them from European fashion weeks, their presence at New York Fashion Week remains a distinct possibility.
Slayyyter, a standout performer at Coachella, has enjoyed a highly visible summer. Fans have embraced the "Brat summer" moniker, with some even dubbing 2026 "Slayyyter summer," amplified by the July release of her single "Brand New Chanel." The artist recently concluded two sold-out shows at Los Angeles’ Shrine for her third album, Wor$t Girl in America. Her ongoing tour, which extends until October 9, may present challenges for a fashion month appearance this season.
Slovak pop sensation Adéla is making significant inroads into the mainstream international music scene. Her late July hit "Ain’t in LA" became one of the summer’s viral anthems and her first to chart on the Billboard Hot 100. Following her feature on Teen Vogue‘s August cover, Adéla’s debut album, Prima, released on September 4, aligns perfectly with the promotional opportunities presented by fashion month.
Brooklyn-based artist Grace Ives has been on a notable comeback trajectory following the success of her third album, Girlfriend. Her summer tour and festival appearances have reaffirmed her relevance in the cultural zeitgeist. Ives is scheduled to open for Gracie Abrams later this year and will embark on a tour with Olivia Rodrigo in 2027. Her recent appearance sporting pieces from CVFF finalist Miss Claire Sullivan suggests a potential presence at fashion week.
Hollywood Starlets and Emerging Screen Talents
The film and television industries continue to be a primary source of emerging talent for fashion brands.
Inde Navarrette, star of the A24 horror hit Obsession, proved to be a prominent figure throughout the summer. Following the film’s premiere, Navarrette attended the Marc Jacobs SS27 show in New York, a highly exclusive event. This marked her debut runway attendance, swiftly followed by an appearance at the Dior couture show in Paris. Her recent casting in Marvel’s X-Men franchise indicates a future filled with screen appearances, red carpet events, and likely, a regular presence on fashion front rows.
Model, artist, and actor Guitarricadelafuente is rapidly ascending in the music industry. However, his profile is set to expand further with his role in the forthcoming film La Bola Negra. The film received a 20-minute standing ovation at the Cannes Film Festival, where the actor notably wore Jonathan Anderson’s Dior on the red carpet. He also attended the LA cruise show in May. With La Bola Negra slated for a September release, coinciding with fashion month, Guitarricadelafuente is well-positioned to transition from premiere carpets to the fashion week circuit in Paris.
Actor-turned-director Jordan Firstman is already a familiar face in fashion circles, having attended shows from Balenciaga to Jacquemus. While he first gained significant recognition in Hollywood last year for his role in I Love LA, this summer saw the buzz surrounding his directorial debut, Club Kid, at Cannes. Firstman generated considerable conversation following the festival premiere, according to UTA’s Borden, prompting brands that may have previously overlooked him to pay closer attention.
Australian actor Catherine Lagai’aia made her film debut in July in the live-action adaptation of Moana. Throughout the film’s press tour, stylist Alexandra Mandelkor strategically featured brands like Cult Gaia, which is presenting an off-schedule show in New York ahead of fashion week. At 19 years old and with a major Disney film to her credit, Lagai’aia is poised for significant career growth in the coming years as she embarks on new projects.
Sports Sensations Transitioning to Fashion
The intersection of sports and fashion continues to be a fertile ground for brand collaborations, with athletes increasingly embracing style beyond the arena.
Erling Haaland was a ubiquitous presence this summer, both on soccer pitches across the US and across social media feeds. The Norwegian striker, a celebrated figure in the World Cup, enjoyed a fashion-forward summer, seen carrying his burgeoning collection of Hermès bags during the tournament and attending the D&G show in Sicily shortly after Norway’s elimination. Haaland’s broad appeal beyond dedicated soccer fans makes him a strategic target for brands seeking wider reach.
Filipino tennis player Alexandra Eala visited the Vogue offices in August before attending the opening night of the US Open. In the same month, the 21-year-old secured a WTA singles ranking of world number 18, marking the most successful summer of her career to date. As the synergy between fashion and sports deepens, a fashion show appearance for the rising tennis star appears to be a logical next step, presenting brands with an opportunity for early relationship-building.
Jude Bellingham, a standout player alongside Haaland during the World Cup, captured the attention of a new wave of soccer enthusiasts. Now back with his club, Real Madrid, Bellingham is geographically proximate to three of the four major fashion weeks. While he previously attended a Louis Vuitton show in 2023, his return to the fashion month circuit is highly anticipated.
Knicks player Miles McBride is among the team’s members who have demonstrated a notable affinity for fashion. Following a successful NBA Finals run, the Knicks organization has been a focal point for brands. McBride, a past participant in Paris Fashion Week, having walked for Taiwan-based Namesake in 2023, is a strong candidate for appearances at the New York shows this season.
Ferran Torres, who scored the winning goal for Spain in the World Cup, experienced a triumphant summer, further amplified by the team’s celebratory trip to Ibiza. He has since made a strong start at Paris Saint-Germain, scoring two goals in his initial match. Now based in Paris, the city’s fashion runways are within his immediate reach, offering significant collaboration potential.
Social Media Wild Cards and Influencer Power
The pipeline from reality television and social media virality to established influencer status remains robust, identifying new faces with significant audience engagement.
Trinity Tatum, winner of Love Island season eight, has emerged as this summer’s breakout star. Garnering immediate fan support, Tatum was signed by WME shortly after leaving the villa in July. She has already secured features in publications ranging from Interview to Cosmopolitan, indicating that her agents are well-positioned to secure her a seat at upcoming fashion shows.
The breakout star of Adults, Jack Innanen, whose second season recently premiered, began his career on TikTok. Rather than solely focusing on acting, Innanen has leveraged his social media presence to enhance his burgeoning stardom. This offers brands a dual opportunity: to engage with an emerging actor who also possesses significant social media acumen.
Ashtin Earle, younger sister of influencer Alix Earle, commands a substantial following in her own right. She has previously attended shows such as Coach and Calvin Klein in New York. With the premiere of the new reality show Earle Meets World in September, Ashtin is poised to step further into the spotlight alongside her sister, potentially increasing her fashion industry engagement.
