Apo, Mile, Heart Evangelista, Jennie and Jisoo were among the Asian stars scoring the most attention at Menswear and Haute Couture Week in Paris.
Although Women’s Paris Fashion Week is arguably the biggest event in the fashion calendar, Menswear Paris Fashion Week has steadily solidified its global influence. The latest Fall-Winter 2025 cycle experienced 48% increase in Media Impact Value (MIV) year on year, data company Launchmetrics revealed in its latest report.
Media Impact Value is Launchmetrics’ proprietary algorithm, which assigns a monetary value to each post, interaction and media article to measure brand activity impact and marketing performance across channels.
Menswear Paris Fashion Week in Media Impact Value
As per the company, a favored data provider for the fashion, beauty and lifestyle industry, the event, which spanned from January 21 to January 26, garnered $303.7 million in Media Impact Value (MIV) with about 57k placements and average $5.3K in MIV per placement.
Despite the uncertainty regarding the TikTok ban on US soil, the video-sharing platform was one of the strongest Media Impact Value drivers. In fact, both MIV and the number of placements generated on the app doubled since last year. However, the six-day extravaganza saw its best results on Instagram, responsible for 51% of the MIV generated across channels.
Regarding the Voices, media remained the undisputed king, amassing 64% of the total MIV. Celebrity voices followed suit, generating 17%.
Thailand and Asia are Winning Big
Following France and the United States, Thailand broke into the top three of MIV-generating countries (regional performance). Thanks to Thai-celebrity-focused coverage, the country generated $26.9 million in MIV, 74% of which accounted for celebrity voices.
Naturally, influential Thai names took the crown of top MIV-generating celebrity voices. Actors and well-known style influencers Nattawin Wattanagitiphat, best known as Apo, and Phakphum Romsaithong (Mile) took the top spots, generating $7.7 and $7.2 million in MIV, respectively. Both stars have been regular presences and MIV-driving forces at Paris Fashion Week for several consecutive seasons.
Filipina artist and philanthropist Heart Evangelista placed third, accumulating $6.4 million in MIV through her appearances at menswear shows such as Dior, Kenzo and Amiri. Meanwhile, South Korean actor Nam Joo-hyuk, who attended the Dior Men Fall-Winter 2025 show, garnered $3.2 million in MIV. Pop star Jackson Wang, an ambassador for Louis Vuitton and certified hype beast, completed the ranking, generating $1.9 million in Media Impact Value.
The Brands to Follow
As for the brands, Dior Men, whose creative director Kim Jones stepped down from the role following the FW25 show, topped the Top 20 Power Player brand ranking, tallying $62 million in Media Impact Value. Louis Vuitton and Jacquemus, which staged a return to the Paris Fashion Week calendar, rounded out the top 3. The luxury powerhouse Louis Vuitton accrued $52.5 million in MIV in total and topped the owned media chart, surpassing Dior in the owned media tallies.
Other brands fueling attention at Menswear Paris Fashion Week were Willy Chavarria, which made its Paris debut with a Latino star-powered runway and Songizo. The latter boosted its performance fivefold since last year thanks to the presence of South Korean VIPs, including Seonghwa of ATEEZ. “Through ATEEZ’s official account alone, Seonghwa’s placements generated $423K in MIV, while the overall media buzz surrounding the attendance drove 74% of the brand’s total MIV,” reported Launchmetrics.
Fall-Winter 2025 Haute Couture Week
Similar to its menswear counterpart, Haute Couture Week in Paris thrived thanks to media voices, which accounted for 63% of the total Media Impact value. However, unlike MPFW, influencer voices surpassed celebrities by 3%, claiming the second spot and generating 14% of the event’s voice mix.
Filipino, Korean and Thai names dominated the celebrity voice ranking, underscoring the power of stars from the Asian Pacific region. “On average, Asian celebrities generate 370% more MIV than their European counterparts,” wrote Launchmetrics on its report.
A fixture at every fashion event worth talking about, Heart Evangelista was the top celebrity voice at Haute Couture Week. She tallied $3.8 million in MIV with attendances at shows such as Dior, Viktor & Rolf and Miss Sohee.
Jennie Kim, Chanel ambassador, singer and member of K-pop quartet Blackpink, authored $3.7 million in MIV, taking the second spot. Fellow Blackpink singer and rising actress Jisoo Kim (a Dior ambassador) rounded out the Top 3, garnering $2.4 million in MIV.
Thai actor Jeff Satur and South Korean star Go Yoon-jung took fourth and fifth place, with $2.3 million and $1.3 million in MIV each. Satur attended Alessandro Michele’s couture debut show, while Go was present at the Chanel in-house designed runway.
Brands Dominating Couture Week
Couture powerhouses Chanel, Dior and Schiaparelli dominated conversations, accruing $51.1, $41 and $26.9 million in MIV, respectively. For the first time in various seasons, Chanel leaped in the brand ranking, surpassing Dior and even doubling the MIV Chanel generated in the same season last year.
“A major factor behind this surge was the brand’s exceptional celebrity engagement, with stars generating the most placements for Chanel than any brand on the schedule,” explained Launchmetrics.
Among the bevy of celebrities at the show, Jennie Kim and Go Yoon-jung were some of the main voices. They respectively authored $2.6 and $1.3 million in MIV with 2 placements each. Jennie was responsible for the show’s top placement, an Instagram post worth $1.3 million in MIV.
For a deeper dive into the Launchmetrics’ algorithm and data see the full report here.
