The fashion momentum has fared low in conversations this year compared to 2022, with a total of 2,400 mentions this year compared to 3,330 in 2022.
However, the most-engaged content over the last seven days on fashion was the debate posted on 9 News on ‘whether shorts should be allowed at the Melbourne Cup’.
This is according to media monitoring firm Meltwater, which added that despite the dip in fashion, the Melbourne Cup itself has maintained momentum in 2023.
Melbourne Cup garnered a total of 62,700 mentions across news, broadcast, digital and social channels on November 7 this year, up from 58,500 reported on Melbourne Cup day last year.
NSW is the top state leading the conversation with 29,000 mentions compared to Victoria at 14,100.
Social-only mentions even recorded a majority share of voice (SOV) this year at 60.3% compared to 39.7% in 2022.
In the week leading up to Melbourne Cup, the national horse racing event received a total of 126,000 mentions, with half of the total mentions landing on the day.
Meanwhile, the animal cruelty movement has recorded a SOV of 24.4% compared to fashion (18.5%), with the second-most engaged content being a Reddit post sharing an article by The Guardian on why brands are quietly distancing themselves from the Melbourne Cup.
The hashtag #nuptothecup was also the second most used hashtag over the last seven days.