Celebrities from the Asia Pacific region took over Spring Summer 2025 Paris Fashion Week, Launchmetrics reports. According to the latest tallies from the data company, the nine-day event was dominated by Filipino, Thai and Korean celebrities.
On October 17, the Lectra-owned company — whose proprietary machine-learning algorithm assigns a monetary value to every post, interaction or article to measure brand impact and identify contributions to brand performance — released its latest industry report, shedding light on the most relevant voices, brands and channels at SS25 Paris Fashion Week.
The Leading Overall Voices
Similar to the other Fashion Weeks, this season, media rose as the dominant voice at Paris Fashion Week, accounting for 58% of the total MIV. In fact, established media institutions such as Gala, Vogue US and Vogue France led the overall voice landscape, garnering $32.2, $18.7 and $10.64 million in MIV, respectively.
Celebrity and influencer voices took second and third place, representing 18% and 15% of the voice mix. Instagram proved to be the preferred platform for celebrities to share fashion-related content — albeit, TikTok’s influence continues to grow steadily from season to season. Much like previous Paris Fashion Week editions, Asian stars stood out among global celebrities. Filipino, Thai and Korean names took over the overall celebrity voice ranking.
Celebrity Ranking
Filipino style icon Heart Evangelista, who is a beloved figure among designers and fashion houses, was responsible for $10.6 million in MIV. The Filipino darling was present at this season’s most coveted shows including Louis Vuitton, Loewe and Dior. Thai superstar Apo Nattawin followed closely, garnering $10.2 million MIV with his attendance at the Dior SS25 show.
Pia Alonzo Wurtzbach, another Fashion Week regular, took third place with $7 million in MIV. Meanwhile, Thai actor Freen Sarocha, a fresh new face on the Parisian front rows, made a splash with her PFW debut, attending Alessandro Michele’s inaugural show at Valentino. The Thai newcomer, who is shaping to become one of fashion’s it girls, authored $5.9 million in MIV. South Korean actor Nam Joo-hyuk completed the ranking with $5.7 million in MIV.
APAC Focus
This season, Launchmetrics’ report also included additional APAC celebrity-focused lists. The first ranking rounded up the top APAC voices by total MIV while the second included the top celebrities by average MIV.
In addition to Heart Evangelista, Apo, Pia Alonzo Wurtzbach, Freen and Nam Joo-hyuk, the APAC celebrity list by total MIV included Thai stars Rebecca Patricia Armstrong ($5.1million in MIV), Pimchanok Luevisadpaibu ($2.3 million in MIV) and Yaya Urassaya Sperbund ($2 million in MIV), as well as Korean star Jang Won-young ($4.8 million in MIV) and Indian-Canadian actor Nora Fatehi ($3 million in MIV).
The second ranking, which listed APAC voices by average MIV, was topped by longtime Dior ambassador Jisoo, whose placements were worth $1.7 million on average. Thai stars Freen and Becky and South Korean figures Mingyu and Nam Joo-hyuk completed the top five.
Dior Still Dominates Fashion Week
French luxury powerhouse Dior continued to rule the brand ranking this season, generating an overall $82.7 million in MIV. The brand, led by Italian designer Maria Grazia Chiuri presented a show that merged fashion and sports, inviting archer Sagg Napoli to perform. As usual, the front row was populated with celebrity friends, from Anya Taylor Joy to APAC ambassadors Apo Nattawin and Jisoo.
Apo, who has become one of Asia’s Fashion Power Players, rose as the top celebrity voice at the event, gathering $10.2 million in MIV through 16 placements. As per Launchmetrics, the Thai heartthrob positioned Thailand as the top region for the show. “His attendance contributed to Thailand’s total MIV by 64% garnered through his owned content alone,” the data company explained.
South Korean star Jisoo, meanwhile, was responsible for the top placement related to the show, authoring an Instagram post worth $1.7 million MIV. The star also drove an additional $9.1 million in MIV through related media mentions.
Alessandro Michele’s Awaited Return
Another brand making waves in Paris was Valentino. The Italian fashion house welcomed creative director Alessandro Michele to great acclaim. The big debut made it to the top five best-performing PFW shows, generating $31 million MIV. Michele himself was mentioned in half of the coverage related to the presentation.
Thai star Freen, who attended PFW for the first time, emerged as the top voice at the show. The actor accrued $5.9 million in MIV via four placements, positioning herself as an up-and-coming figure in the fashion circuit. Jeff Satur ($1.8 million in MIV) and Salma Hayek ($1.8 million in MIV) were also among the leading voices at Michele’s debut show.
Thai Stars Are Here To Stay
EnVi has long reported on the growing power of Thai entertainment within fashion. Breakout style stars, Thai celebrities continue to earn global recognition armed with charismatic and social media-savvy presences. Their large followings have attracted the attention of fashion brands, which are tapping into their star power to promote events, products, and fashion shows.
The fashion world is quickly catching up. This Paris Fashion Week, Thai celebrities generated 30% of global celebrity-driven MIV. With Fashion Week regulars like Apo Nattawin and new faces like Freen and Becky, Thai entertainers continued to stand out among the sea of international celebrities gracing the front rows. And as numbers suggest, the Thai takeover is not slowing down anytime soon.
*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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