Legacy brands and male Asian celebrities dominated Media Impact Value tallies at the most recent edition of Men’s Fashion Week, reports Launchmetrics. According to insights from the style and luxury-specialized company, brands such as Ralph Lauren and Prada and celebrities like South Korean group ENHYPEN and Thai celebrity Pond Naravit emerged as the strongest overall voices at Milan Men’s Fashion Week.
Meanwhile, in Paris, Dior and APAC stars CORTIS, Fourth and Jackson drove the highest Media Impact Value (MIV) among all voices. MIV is Launchmetrics’ proprietary machine learning algorithm that assigns monetary value to media interactions, posts and media coverage to benchmark brand activity, impact and marketing performance.
Per the data monitored by Launchmetrics between June and July 2026, social media channels are still king at Fashion Week. At Men’s Milan Fashion Week, Instagram remained the top platform for runway-related content, generating $95.7 million in MIV, from the overall $156.5 million garnered across the five-day calendar. The favorite format was Instagram carousels, which accounted for 24% of Milan Fashion Week’s impact.
In Paris, Instagram carousels generated $46.1 million in MIV, representing about 78% of the Media Impact Value generated on the social media network. “Carousels now allow each individual post to carry its own tags, meaning multiple stories can be shared through a single avenue,” wrote Launchmetrics in the report. However, the company noted that video content is on the rise, as exemplified by the growing influence of the video-sharing platform TikTok.
Celebrity Voices Ruled Milan
Unlike Paris, where media continues to lead conversations, in Milan, celebrities—APAC celebrities, in particular—were the preferred voice at the event, representing 41% in the Voice Mix’s share of value. Among the highest MIV-driving celebrity names were South Korean group ENHYPEN, who attended the event as a Prada brand ambassador. The six-piece act was responsible for generating about 206 times more MIV ($28.9 million) than all of the content produced by local (Italian) celebrities.
Thai actor Pond Naravit, who also attended the Prada SS27 Men’s show, took the second spot in the celebrity voice ranking. Pond was also the second top overall voice at MFW, authoring $12.6 million in MIV, an impressive number for a solo artist.
South Korean singer and longtime Prada ambassador Jaehyun took third place in the celebrity list, driving $3.57 million in MIV from his personal social media account. While the Jaehyun-related content posted to his group’s official channels (NCT) garnered $2 million in MIV, making NCT the 7th celebrity voice in the list. Jaehyun’s presence at the Prada show marked his return to Milan, following his mandatory military service hiatus.
Han, a member of Stray Kids and newly appointed Tod’s ambassador, landed the fourth spot in the celebrity voice ranking, generating $3.52 million in MIV from his attendance at the brand’s discreet collection showcase in Villa Necchi Campiglio. Rounding out the celebrity voice top five was K-pop group Tomorrow X Together, which drove $3.2 million in MIV from the attendance of member Soobin to the Dolce & Gabbana show. Soobin’s own social channels generated $3.25 million in MIV, positioning him as the 6th celebrity voice at Milan Fashion Week.
Per additional data posted to Launchmetrics’ social media, Colombian singer Maluma, Chinese singer Cai Xu Kun and Japanese actor Kentaro Sakaguchi completed the top 10 of celebrity voices. Maluma attended the Ralph Lauren show, racking up $1 million in MIV. Cai Xu Kun was front row at the first-ever Thom Browne showing in Milan, generating $856K in MIV. Kentaro Sakaguchi, Prada regular, authored $837K in MIV
Milan’s top brands
As for brands, Prada, Ralph Lauren and Dolce & Gabbana emerged at the top of Launchmetrics Power Player brand ranking, generating respectively $91, $21,7 and $21 million in MIV. Prada, armed with its star–studded front row, as well as Miuccia Prada and Raf Simons’ highly regarded work, also landed among the top three overall voices at Milan Fashion Week, behind the brand’s own guests ENHYPEN and Pond.
Media Dominated MIV at Paris
As it has been the rule in previous seasons, in Paris, the media voice absolutely dominated the Voice Mix, accounting for 46% of Paris Fashion Week’s MIV on socials. Celebrity voices, on the other hand, generated 22% of the share of value, while brands’ owned media was responsible for only 6%.
“Celebrity content told a different story on TikTok specifically, where the average placement generated $161K in MIV, a sign that the platform’s discovery-driven algorithm gave celebrity moments outsized reach regardless of follower count,” explained Launchmetrics in the report.
Echoing the same dynamic prevalent at Fashion Week in the 2020s, Men’s PFW received boosts from the United States, France, China, South Korea and Thailand, displaying the event’s increasingly global influence.
But Asian Celebrities Led the Buzz
Reflecting this regional performance, Asian celebrities led the overall voice ranking at Men’s Paris Fashion Week. On its first Men’s Fashion Week appearance, K-pop group CORTIS amplified its presence by attending the Saint Laurent and Dior shows in separate groups. The quintet ultimately came at the top of both the overall voice and the celebrity voice rankings, generating $16.1 million in Media Impact Value.
Thai actor Fourth, appointed Louis Vuitton Friend of the House a few days ahead of the show, authored $9.4 million in MIV with his attendance at the brand’s presentation at Cité Universitaire. This figure placed him as the second overall voice and second celebrity voice at Men’s Paris Fashion Week.
Further reflecting Louis Vuitton’s influence, brand ambassadors Jackson Wang and BamBam took the third and fourth spots in the celebrity voice list, garnering $8.5 and $5.2 million in MIV, respectively. Wang’s impact also placed him third in the overall voice list, which also considers celebrities, media, influencers and brand’s owned media.
Kong Kongpob Jirojmontri, one of the most visible names from Thai broadcaster DOMUNDI TV, rounded out the celebrity voice top five, thanks to his attendance at shows such as 3.PARADIS and Amiri. The actor authored a total of $4 million in MIV, from which $1.7 million came from his appearance at 3.PARADIS, where his impact accounted for 35% of the brand’s total MIV.
On social media, Launchmetrics has also reported that Thomas, Jimin, Book Kasidet and Simon Gong made it to the celebrity voice ranking, taking the 7th, 8th, 9th and 10th place, respectively. Thomas, who sat front row at the 3.PARADIS and Amiri presentations, was responsible for $2.6 million in MIV. Park Jimin, Dior ambassador and member of BTS, racked up $2.5 million in MIV with his historical fashion-inspired look at the Dior show. Book Kasidet and Simon Gong garnered $2.2 and $1.9 million, each.
*Note: Launchmetrics’ top voice list only measures the MIV directly generated by individual voices from media, celebrity and influencer realms through their own accounts. Coverage and third-party echo are not measured in this list and should not be compared to direct MIV.
The Brands to Note
Just like every season, French flagship brands drummed up the highest MIV among all the names showing new collections on-calendar. Louis Vuitton ($108.1 million), Dior ($71.5 million) and Saint Laurent ($42.4 million) topped the brand list, retaining the same influence they’ve showcased in previous seasons.
A notable name in the list, however, was Celine, which came in fourth place in the Launchmetrics Power Player brand ranking. The brand, which showed its first menswear collection since Michael Rider stepped into the creative director role, generated $33.4 million in MIV. The numbers were fueled by the brand’s big momentum, its collaboration with Reebok and a well-curated front row featuring friends and ambassadors such as BTS’ V and Thai actor Book Kasidet.
Book, in fact, emerged as the top voice at the event, generating $2.2 million through 7 placements on his owned social media channels. Meanwhile, brand ambassador Kim Taehyung (V) was the fourth most prominent voice at the event, following media outlet Gala and Celine’s owned channels. The singer garnered direct $1.3 million in Media Impact Value through a single Instagram post, which also emerged as the top placement related to the Celine Men’s SS27 show. The BTS member was also responsible for additional echo coverage and third-party mentions, which combined with his direct impact tallied $18.7 million in MIV.
Likewise, Black designer Emeric Tchatchoua’s brand 3.PARADIS made a remarkable showing, landing the 11th spot in the brand ranking at Men’s Paris Fashion Week. Proving the importance of cultural literacy and storytelling, the brand’s documentary film runway (inspired by ’80s pacifist movements) authored $4.8 million in Media Impact Value.
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Per Launchmetrics, “the presentation drew a strong celebrity presence,” which drew 66% of the show’s total impact. Thai actors Kong and Thomas were the top MIV-generating voices at the event, authoring $1.7 and $1.4 million in MIV through social media placements posted to their owned social channels, respectively. Thomas was responsible for the top placement related to the runway, an Instagram post worth $288K in MIV. He also generated additional echo mentions that, alongside his direct impact (the aforementioned $1.4 million), totaled $3 million.
For a deeper dive into Launchmetrics’ algorithm and data see the full report here.
Editor’s note: This article was originally published on July 9 and has been updated to reflect additional data posted on social media.
