As Per Launchmetrics, Prada Ruled Media Impact Value at SS25 Milan Fashion Week
With some of the biggest global names and well-loved brands showcasing their collections in the official calendar, Milan Fashion Week (MFW) is one of the most important and highly awaited events during Fashion Month. The Spring Summer 2025 edition was no different. A display of brand, media and celebrity power, the event generated a total of $417.5 million in Media Impact Value, as per Launchmetrics.
On October 10, the Lectra-owned company — specializing in the Fashion, Lifestyle and Beauty market — released its “SS25 Milan Fashion Week” industry report with insights that reveal fashion brands’ performance, most relevant voices and channels during the six-day fashion extravaganza.
The Leading Voices
Accounting for 47% of the total MIV, media rose as the dominant voice at Milan Fashion Week. Celebrity and influencer voices took second and third place on the voice mix. Unlike New York Fashion Week and London Fashion Week, where influencers emerged as the most important voices after media, SS25 Milan Fashion Week saw a significant Media Impact Value contribution from celebrity voices. Stars authored 23% of the total MIV at the event. As per Launchmetrics, most of this percentage originated on Instagram, with an average of $137K in Media Impact Value per celebrity.
Among media, celebrities and influencers, Prada brand ambassador ENHYPEN rose as the top voice, leading the top voices (overall) and the top celebrity voices lists. The K-pop group generated $14.4 million MIV with their attendance at the Prada SS25 show. Meanwhile, media power players such as Vogue US and Vogue Italy, fashion brand Gucci and Filipino beauty pageant Pia Alonzo Wurtzbach completed the top voices (overall) ranking.
Top Celebrity Voices
Following the same trend from previous Fashion Week editions, prominent figures from the Asian diaspora led the celebrity voice ranking at SS25 Milan Fashion Week. The ranking included ENHYPEN, which took the crown generating $14.4 million MIV via 20 placements, Miss Universe 2015 Pia Alonzo Wurtzbach, Filipino style icon Heart Evangelista and K-pop stars Karina and NCT.
Alonzo Wurtzbach amassed $7.9 million in MIV while Evangelista, who attended top-tier shows such as Fendi, Versace and Prada authored $6.3 million. Prada ambassador Karina was responsible for $4.8 million in MIV with her attendance at the brand’s SS25 presentation and K-pop collective NCT, fixtures at every Milan Fashion Week and this celebrity ranking, generated $4.3 million MIV through the group’s owned channel.
APAC Celebrities Rule
This specific season, Launchmetrics also delivered two APAC celebrity-focused rankings. The first list included the top APAC voices by total MIV. In addition to ENHYPEN, Alonzo Wurtzbach, Evangelista, Karina and NCT, the list featured Thai star Mew Suppasit, who took the sixth place with $3.7 million in MIV. Mew attended Tod’s SS25 show and made a showstopping model debut on the runway of Boss.
Gulf Kanawut, one of Gucci’s most prominent ambassadors hailing from Asia, landed the seventh spot on the list, accruing $3.6 million in MIV. Prada’s seasoned brand ambassador and top MIV earner in past seasons, Jaehyun, also made it to the list. Besides his contribution to K-pop group NCT’s MIV performance, the singer was responsible for $3.5 million in MIV, garnered through his personal social media channel. Chinese star Cai Xu Kun and Filipino star Anne Curtis completed the ranking with $3.1 million and $2.7 million in MIV, respectively.
The second list, which listed top APAC voices by average MIV featured South Korean stars Hyunjin, Byeon Woo-seok, Karina, Jaehyun, Hoshi and ENHYPEN, Japanese star Momo, Thai superstars Gulf and Zeepruk, as well as Indian actor Rashmika Mandanna. Hyunjin, member of K-pop group Stray Kids and Versace ambassador, topped the list with an average of $1.4 million MIV per placement, which exceeded by far the general celebrity average ($137K per placement).
Prada Remains at the Top
Nearly every season, Miuccia Prada and Raf Simons present the top-performing fashion show at Milan Fashion Week. The Italian luxury brand reunites a one-of-a-kind front row for the occasion, boosting brand visibility with the attendance of A-list stars. During the SS25 circuit, Prada once again emerged as the top-performing brand by total MIV.
The Italian house, which presented one of the most talked about collections of September, accrued $67.3 million in MIV. Following the same celebrity-driven strategy from previous seasons, celebrities emerged as the top voices in the show’s voice mix, accounting for 48% of the brand’s total MIV. The brand’s performance soared with the presence of ambassadors ENHYPEN, Karina and Jaehyun.
Along with their $14.4 million in MIV and additional echo mentions, ENHYPEN drove 35% of the show’s total MIV, tallying the impressive amount of $23.5 million in MIV. Meanwhile, Prada generated $6.7 million in MIV via 79 placements shared on owned media channels and brand ambassador Jaehyun authored the top placement at the show: an Instagram post worth $1.4 million in MIV.
Gucci Powered Owned Channels
Unlike Prada, media and owned media contributed the most to the voice mix at Gucci, which accrued a total of $58.7 million in MIV. The Italian brand’s owned media generated 22% of the show’s MIV, amounting to $12.3 million via 162 placements.
However, the brand also benefited from the presence of celebrity brand ambassadors on the front row. Celebrity voices represented 13% of the voice mix, with some of the most prominent names being Italian tennis player Jannik Sinner ($263K) and K-pop star Hanni, who shared content worth $481K on NewJeans’ social channels. Notably, Thai actor Kanawut Traipipattanapong, best known by the mononym Gulf, emerged as the top celebrity voice, accruing $3.6 million in MIV through five placements — Instagram publications posted on his personal account.
Other Takeaways
Similar to other global Fashion Weeks and previous editions of Milan Fashion Week, Instagram emerged as the main channel to showcase content during SS25 MFW. The social media platform accounted for 61% of the channel split chart, with TikTok and Facebook contributing 11% and 7% respectively. The most effective platform for content sharing, however, was TikTok. The video-sharing platform was responsible for the highest average MIV® per placement ($14.6K in MIV per placement), while Instagram and YouTube generated an average of $14.1K and $13.3K per placement, each.
This season, Launchmetrics’ report also highlights the power of video content in this day and era. As the data company reports, video content published after the shows proved to have 81% greater value than image-focused placements.
Diving into cultural conversations is also crucial for brands. The prime example was K-pop group ENHYPEN whose appearance at Fondazione Prada drove 35% of the Prada show coverage and Olympic medalist Imane Khelif whose attendance at Bottega Veneta garnered $4.4 million in MIV through media mentions. As Launchmetrics states, “By inviting culturally relevant names, brands not only tapped into their social influence but also capitalized on wider, ongoing cultural conversations, boosting MIV beyond mere show coverage.”
*Author’s Note: Media Impact Value™ (MIV®) is an algorithm proprietary of Launchmetrics’ Machine Learning. It assigns a monetary amount to every post, interaction, and article, analyzing more than 100 quantitative and qualitative attributes specific to the fashion, luxury, and beauty industry including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. This algorithm is not to be confused with KPIs like EMV (Earned Media Value).
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