Asian voices drove the highest Media Impact Value at the latest Paris Fashion Week edition, reports Launchmetrics.
The womenswear Fall-Winter 2025 season wrapped up in Paris with the unveiling of some of the calendar’s most anticipated runways and presentations. Highly-awaited creative director debuts, starry front rows and the type of buzz only associated with the major fashion capital marked the latest Paris Fashion Week edition.
According to tabulations from the software company Launchmetrics, Asian celebrities were the most influential voices at the event, which took place between March 3 and 11. The industry-trusted data and insights company unveiled its FW25 Women’s Paris Fashion Week report on March 27. The document compiles key data about the brands, voices and channels that set the tone of media conversations at the 9-day event.
Video Content on the Rise
As per the report, the most recent installment of Paris Fashion Week drummed up $727 million in Media Impact Value (MIV), a Launchmetrics proprietary machine algorithm that assigns monetary value to posts, interactions and media articles to measure brand activity impact and marketing performance.
Among social media platforms, Instagram stood out as the best for fashion content sharing — 58% of the total MIV generated at Paris Fashion Week originated on the Meta-owned social networking service. The platform also emerged as the most effective, accruing an average of $17.4K in MIV per placement.
However, Launchmetrics points out that TikTok is experiencing a meteoric rise, recording a 103% year-on-year surge in MIV at the latest Paris Fashion Week. Video content is also on the rise, accounting for 44% of the content format, explains Launchmetrics.
The Top Asian Voices
As it happened across fashion capitals, the media emerged as the top (overall) voice, generating 59% of the total MIV at Paris Fashion Week. Among the main media voices, French publication Gala and Vogue US ranked the highest, garnering $27.3 and $19.6 million in MIV, respectively.
Meanwhile, celebrity voices represented 20% of the event’s total MIV. Following a trend identified at Milan Fashion Week, stars from the Asia Pacific lead the celebrity voice ranking. Thai stars received particular attention, garnering eight and seven-figure numbers.
Fashion newcomer Kornnaphat Sethratanapong, best known as Orm, rose as the top celebrity voice with her first-ever attendance at the Dior FW25 show. Her presence tallied $16.3 million in MIV. Her onscreen partner, Sirilak Kwong (LingLing), took the second spot, accruing $15.8 million in MIV.
Filipina star Heart Evangelista, a perennial front row attendant and top performer at Paris Fashion Week, garnered $11.9 million in MIV. Meanwhile, South Korean star Mingyu was responsible for $10.7 million.
Thai actor Norawit Titicharoenrak (Gemini) rounded out the Top 5. Gemini, who made his front row debut at the Chanel Fall-Winter 2025 show, authored $5.8 million in MIV
APAC Rankings
Additional rankings dedicated to APAC stars shed light on the top MIV-earners at Paris Fashion Week. Thai stars Rebecca Patricia Armstrong ($5.7 million) and Freen Sarocha ($5.5 million) took the sixth and seventh spots. K-pop darling Felix Lee, who made his return to the Louis Vuitton runway, accrued $4.2 million in MIV. Chinese star Liu Yuxin (Xin Liu) and South Korean singer Wonyoung completed the list by total MIV.
Meanwhile, Freen, Becky and Felix rose to the top of the “APAC celebrities per average MIV” ranking. Freen, appointed Valentino brand ambassador at the beginning of 2025, was responsible for Paris Fashion Week’s top-earning placement, an Instagram post that showed her en route to Paris. The placement garnered $1.7 million in MIV in the initial tracking period and ultimately rose to $1.8 million in MIV during the extended period.
Becky and Felix authored posts worth $1.41 and $1.38 million on average, respectively.
European Brands Claimed the Crown at Paris Fashion Week
Similar to previous seasons, Dior rose as the top brand at Paris Fashion Week, ultimately garnering $118.6 million in Media Impact Value. Chanel, Valentino, Louis Vuitton and Miu Miu rounded out the Top 5 in the brand ranking by total MIV.
Chanel, which showcased its last collection ahead of Matthieu Blazy’s creative director debut, gathered $78.2 million in MIV. Meanwhile, Valentino’s show, staged at Institut du Monde Arabe, generated $54.1 million in total MIV.
On the other hand, Louis Vuitton topped the brand ranking per owned media. The French house took its runway next to the iconic Gare du Nord, recreating a train station for the show. Deploying a media strategy that focused on owned media, the brand ultimately tallied $11 million through its owned channels.
The brand’s second and third top voices were brand ambassador and runway model Felix Lee and Thai star Urassaya Sperbund, who respectively generated $4.2 million and $2.4 million in direct MIV. Felix’s presence on the catwalk generated a total impact of $20.1 million in MIV through direct MIV and echo mentions. That is, 37% of Louis Vuitton’s total MIV,
APAC Power on the Rise
The Fall-Winter 2025 edition of Paris Fashion Week witnessed the growing global appeal of stars from the Asia Pacific. Leading personalities from Thailand, South Korea, China and the Philippines drove the highest Media Impact Value at the event, underscoring the expanding influence of entertainers from the APAC region.
As per Launchmetrics, “APAC celebrities dominated the global fashion conversation, driving 86% of all celebrity-generated MIV.”
For a deeper dive into Launchmetrics’ algorithm and data, see the full report here.
Author’s note: This article was originally published on March 26 and has been updated to reflect updated data.
