Asian Stars Dominated Men’s and Haute Couture Week, Launchmetrics Reports
The fashion industry welcomed 2024 on a high note. Star-studded front rows, buzz-worthy runways and the excitement of a new fashion circuit took over the major fashion capitals for Menโs Fashion Week and Haute Couture Week.
Data company Launchmetrics monitored both events to bring key insights. The software company, which specializes in luxury fashion, shared its final report โFW24 Menโs Fashion Week & SS24 Haute Couture Weekโ on February 28. Hereโs a recap of the main takeaways.
Prada, the Hottest Brand at Menโs Milan Fashion Week
Every Fashion Week is an opportunity to witness the power of brands and Key Opinion Leaders. In its latest show, Prada โ which has consistently remained at the top of brand rankings over the last couple of years โ amplified the voices of celebrity brand ambassadors and house friends, who made up 48% of Pradaโs Media Impact Valueโข (MIVยฎ).
South Korean and Thai stars were among the most-talked-about celebrity appearances at Pradaโs show. K-pop star Karina, member of aespa, generated $4.2 million in MIVยฎ, with additional conversations related to the singer racking up $7.3 million. Likewise, Pradaโs ambassador and fashion darling, Win Metawin, who is a fixture at every brand show, garnered $2.9 million in MIVยฎ and $6.2 million via media headlines. The Menโs Fall Winter 2024 show marked Winโs fourth appearance at the event, but the actorโs influence shows no signs of stopping or slowing down.
Other notable APAC stars driving Pradaโs Media Impact Valueโข were Enhypen, Lee Jae-Wook and Jaehyun, who generated $2.9 million, $1.7 million and $796K respectively. Prada ultimately generated $32.3 million in MIVยฎ.
Gucci and Dolce and Gabanna
The Sabato de Sarno-led brand, Gucci, attracted attention with the creative directorโs menswear debut, garnering $22.8 million in MIVยฎ. Just like it happened at Prada, APAC stars became the focus of the front rows.ย According to Launchmetrics, house friends and brand ambassadors Gulf Kanawut, IU and Hanni (NewJeans) respectively racked up $1.8 million, $1 million and $594K in MIVยฎ.
Meanwhile, Dolce & Gabbana secured the third spot with a total of $18.1 million in MIVยฎ. The attendance of South Korean actor Rowoon, Japanese singer Raul and Thai star Force accrued $1.3 million, $603K and $545K respectively.
Louis Vuitton Led Numbers in Paris
Generally the best-performing event in the fashion circuit, Menโs Paris Fashion Week tallied a combined total of $205.8 million in MIVยฎ. The influence of APAC was at an all-time during the star-studded affair โ South Korea, Thai, Chinese and Japanese stars left a mark on the front rows. Further reflecting fashionโs sustained interest in the region, five APAC countries placed at the top in the country split ranking โ South Korea, Japan, Thailand, India and China.
With Pharrell Williams at the helm, Louis Vuitton thrived during the menswear season. The brand racked up $40.9 million in MIVยฎ, 23% of which came from Louis Vuittonโs owned media. Some of the most buzz-worthy attendants were brand ambassadors Jackson Wang and BamBam, members of K-pop group GOT7 and solo artists who have carved a name in the fashion world thanks to their strong social media presence and style affinities. Both singers accrued $2 million through placements on their own social channels. Similarly, Japanese stars Sho Hirano and Takanori Iwata and Chinese actor Dylan Wang gathered $2 million, $1.2 million and $1 million in MIVยฎ, respectively.ย
Dior and Loewe
Kim Jonesโ latest collection was showcased in front of a noteworthy list of guests that included celebrities, entertainers, and sportspeople, from K-pop group TOMORROW X TOGETHER (TXT) to F1 legend Lewis Hamilton. The show earned $30.8 million in MIVยฎ, with celebrities tallying 43% of the total. The big stars at the event were TXT, who were responsible for owned and adjacent mentions worth $6.6 million in MIVยฎ. Other South Korean celebrities such as Jung Hae-In, Cha Eun Woo, NewJeansโs Haerin and Hwang In Youp authored personal posts worth $1.7 million, $1.2 million, $1.1 million and $781K respectively. It is worth noting that some of these stars were not physically present at the show.
LOEWE took the third place in the brand ranking, accruing $15.5M in MIVยฎ. The show was a parade of A-list stars, including a rare appearance of former One Direction member Zayn Malik. In fact, the singer was responsible for media buzz worth $2.6 million. Andrew Garfield, Jamie Dornan and Thai actor Dew garnered $2.1 million, $1.9 million and $1.8 million in MIVยฎ, each.
Haute Couture Week
Spring Summer 2024 Haute Couture Week was full of remarkable moments on and off the runways. The event gathered a total of $232.2M in MIVยฎ and saw ReemAbou Samra ($2.6 million in MIVยฎ) and Brazilian actress Gessica Kayane ($4.2 million in MIVยฎ) emerge as the top influencer and celebrity. Additionally, Brazil and Mexico made it to the fourth and eighth places in the country split, suggesting a new trend of Latin American stars slowly infiltrating the front rows of Haute Couture Week.
Dior, Schiaparelli and Chanel Rule Couture
Just like in previous years, French giant Dior topped the brand ranking with $40.7 million in MIVยฎ. South Korean actress Han So-hee was responsible for a top placement worth $728K while Thai actress Tu Tontawan, who was not physically present at the show, accrued $427K in MIVยฎ with an Instagram post. The main star at the event, however, was Rihanna, who prompted media conversation worth $9.3M in MIVยฎ.
With heavy hitters such as Zendaya, Hunter Schafer and Jennifer Lopez sitting front row, Schiaparelli ranked second ($33 million in MIVยฎ). Coverage about the show heavily centered on Zendaya, whose appearance represented 44% of the total show coverage โ discussions around her amassed $14.4 million MIVยฎ.ย
Rounding up the ranking, Chanel took the third spot, garnering $24.7 million in MIVยฎ. The brand amassed $4.5 million in MIVยฎ on their owned media (own social channels). Meanwhile, brand ambassador Minji of NewJeans authored $1.1 million in MIVยฎ through personal social media posts.
APAC Power
Although celebrities from the Asia Pacific region have been a regular presence in fashion for years, Fall Winter 2024 Menโs Fashion Week and Spring Summer 2024 Haute Couture Week proved beyond any doubt that they have become key players in the industry. By helping to position brand names on social media and generating conversations around fashion shows, these celebritiesโ influence is reshaping the global luxury landscape.
Want to read more fashion content? Revisit the highlights of the Dior Fall Winter 2024 presentation here.
