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K-pop stars have long stolen the show at Paris Fashion Week. But for the Spring/Summer 2025 season, it was Thai and Filipino celebrities who turbocharged the event, driving the most engagement. This season also marked a turning point in terms of who attracts the most star power to fashion’s front rows, as the celebrity’s share of voice rises while the influencer’s shrinks.
That’s according to an end-of-season report by tech and social media analytics firm Launchmetrics. The report found that Thai and Filipino stars ranked first and second, respectively, by celebrity-driven media impact value (MIV), a metric measured by tech and social media analytics provider Launchmetrics, which calculates the monetary value of posts, article mentions and social media interactions.
The MIV of celebrities rose to 18 per cent over the past two years, compared to 8.6 per cent for SS23. Influencers’ MIV fell to 15 per cent from 18.9 per cent across the same time periods. Traditional media also saw a boost, from 55.5 per cent for SS23 to 58 per cent for SS25.
Paris Fashion Week in total drove $630 million in MIV in SS25, compared with $384 million in SS23 and $499 million in SS24.
“Not only is the audience [of Paris Fashion Week ] growing, it’s becoming increasingly global,” Launchmetrics CEO Michael Jaïs explained while presenting the report on Thursday.
This season, Filipino celebrities overtook South Korean stars for the first time in terms of celebrity impact ($19.7 million MIV versus $19.4 million). This is due to Filipino celebrities posting twice as much fashion week content as South Korean celebrities, according to Launchmetrics. Manila-born actor and model Heart Evangelista posted 66 times this season in Paris and generated $10.6 million in MIV. Other Filipino powerhouses include Pia Wurtzbach and Michelle Marquez Dee. Their star is rising as Southeast Asian countries have steadily risen on the radars of luxury brands.
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Thai celebrities generated over 30 per cent of global celebrity-driven MIV, led by actor and model Nattawin Wattanagitiphat, aka ‘Apo’, actor and model Freen Sarocha, and actor and singer Rebecca Patricia Armstrong. Jaïs also noted the emergence of Brazil into the top echelons of celebrity power, with $4.8 million in celebrity-driven MIV.
Among other notable takeaways from the report: runway shows generated two-thirds of the impact, while other events including presentations, afterparties and dinners represented a third, proving that the week’s buzz reaches beyond the fashion shows themselves. “Fashion week is a cultural phenomenon,” Jaïs said. When it comes to channel mix, Instagram remained dominant, driving 56 per cent of the impact; TikTok drove 14 per cent, but is growing fast. The split during SS23 was 51 per cent generated by Instagram and only 4 per cent by TikTok.
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