Asia Pacific Celebrities Generated Highest Media Impact Value at Paris Men’s Fashion Week and Haute Couture Week

Kicking off the 2025 fashion cycle, Paris welcomed summer with Men’s Fashion Week Spring Summer 2025. Just ahead of the Olympic Games, the City of Lights also hosted Fall Winter 2024 Haute Couture Week and served as the backdrop for Vogue’s celebration of fashion, sports and culture: Vogue World.

The specialized software and data company Launchmetrics measured the impact of brands, celebrities and social media at these fashion events. The leading data company in the Fashion, Lifestyle and Beauty (FLB) industry reports that brands such as Dior, Louis Vuitton and Loewe, as well as Asian Pacific stars TXT, Mile and BamBam garnered the highest Media Impact Value™ (MIV®) figures at Paris Men’s Fashion Week. Meanwhile, Dior, Chanel and Schiaparelli, along with Pia Alonzo Wurtzbach, Heart Evangelista and Jisoo emerged as the top brands and celebrity voices during Haute Couture Week. 

In a press conference held on July 12, Launchmetrics’ CEO, Michael Jaïs and Pascal Morand, Executive President of Fédération de la Haute Couture et de la Mode (FHCM), addressed key insights from the latest fashion events organized in Paris. Read on to discover the main takeaways and MIV® figures.

Paris Men’s Fashion Week 

EnVi has long been reporting on the rise of Asia-Pacific (APAC) stars as fashion power players. Armed with a social media-savvy presence and supportive fandoms, in recent years, these celebrities have become front-row fixtures at events across major fashion capitals. Every Fashion Week is a new opportunity to witness APAC celebrities’ staggering popularity and Paris Menswear Fashion Week, was no different

As per Launchmetrics, the event’s most recent edition garnered $278.3 million in MIV®. As the data shows, 64% proceeded from media voices, while celebrity voices were responsible for 22% of the total value. “Although media remains an unrivaled Voice driving the impact for Men’s PFW, Celebrities were the second most impactful Voice, garnering 3.9x more MIV than Influencers. This Voice predominately relied on Instagram for generating valuable content,” the company wrote in its report.  

The Top Celebrity Voices

Among the slew of showgoers, Thai and South Korean celebrities stood out as forces sparking buzz and media attention. K-pop groups TXT and NCT, as well as Thai stars Mile, BamBam and Phuwin topped the celebrity voice ranking. 

Serving as brand ambassadors for Dior, K-pop quintet TXT garnered $18 million in MIV® via 45 placements. The group also became the top voice at the Dior Men SS25 show. Additionally, member Yeonjun was responsible for the top placement at the collection unveiling with an Instagram post that generated $1.2 million in MIV®. 

Fellow Dior ambassador, Mile Phakphum, who has become one of Asia’s most sought-after luxury brand ambassadors, authored $6.2 million in MIV®, taking the second spot in the overall celebrity ranking. Louis Vuitton’s global ambassador BamBam (Thai star and member of K-pop group GOT7) landed in third place, garnering $2.68 million in MIV®.

The OG Fashion Week Darlings, NCT, took fourth place, amassing $2.67 million in MIV® via their joint social media account. The K-pop group was repped by two members at Paris Fashion Week — Yuta, who attended the Louis Vuitton SS25 show, and WinWin, who was front and center at the Kenzo collection unveiling. 

Thai star Phuwin, a regular at every Loewe show, rounded off the celebrity Top 5, garnering $2.5 million in MIV® with 7 placements. The Thai star also emerged as the top voice at the Loewe show, generating additional media echo worth $1.4 million in MIV® — Phuwin’s impact ultimately rose to $3.9 million in MIV®. 

The Queens of Haute Couture 

Fall Winter 2024 Haute Couture Week was no less impactful. Showcasing the best of Parisian ateliers’ artisan mastery and craftsmanship, the fashion extravaganza garnered $192.4M in MIV®, proving its status as one of the most awaited Fashion Weeks in the global calendar.  

Similar to Men’s Fashion Week, 65% of the total Media Impact Value originated from media. However, the rest of the voice mix was more equally dispersed among celebrities (11%), influencers (11%), owned media (10%) and partners (2%).

Legacy couture houses such as Dior ($38.7 million in MIV®), Chanel ($19.1 million), Schiaparelli ($18.3 million),  Balenciaga ($16.7 million) and Armani Privé ($9.2 million) topped the brand ranking, while fashionistas Pia Alonzo Wurtzbach, Heart Evangelista, Jisoo, Preity Zinta and Zarina Yeva took over the celebrity voice ranking. 

Attending events for Dior, Tony Ward, Elie Saab, Stephane Rolland and more, Filipina beauty queen Pia Alonzo Wurtzbach emerged as the top celebrity voice — she amassed  $5.1 million in MIV®.

Fashion trailblazer and Haute Couture Week regular, Heart Evangelista, once again proved her unfading fashion prowess, attending coveted fashion shows including Schiaparelli, Tamara Ralph, Zuhair Murad, Giambattista Valli and Dior. The Filipino icon, celebrated for her style choices and recognized as a trendsetter, ultimately garnered $3.4 million in MIV®.

In third place, South Korean singer and actress Jisoo — one of Dior’s most prominent global ambassadors — collected $2.8 million in MIV® via two placements. In addition to her ranking in the celebrity voice list, Jisoo was the second top voice at the Dior FW24 Couture show and was responsible for the top placement, an Instagram post worth $1.4 million. The K-pop darling amassed an additional $5.8 million via echo mentions, generating a total impact of $8.6 million in MIV. 

Further displaying the power of APAC personalities, Indian entrepreneur and actress Preity Zinta ($1.3 million) and Kazakh actress Zarina Yeva ($910K) completed the celebrity ranking. 

To Look Forward To 

While season after season celebrities from the Asia-Pacific region prove their immense influence in the fashion realm, the latest events in Paris set the bar particularly high. Big names hailing from Thailand, South Korea, the Philippines and India largely contributed to positioning brand names on social media, generating great buzz and conversations around fashion shows. 

With the major Fashion Month (September) fast approaching, the world is very likely to continue witnessing the allure and power of Asian stars as Fashion Power Players.

*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).

Want to read more fashion content? Revisit some of the most memorable moments of the Haute Couture Fashion Week here.