Recent fashion weeks in Milan and Paris showcased the growing influence of celebrity ambassadors on brand visibility and engagement metrics, with Asian stars driving significant media value for luxury houses.
Haute Couture SS25: Chanel Leads with Celebrity-Driven Visibility
According to a Lefty blog post, Chanel emerged as the dominant force in the Spring/Summer 2025 Haute Couture season, generating $38.67 million in Earned Media Value (EMV), a 503% increase in share of voice compared to previous shows.
The brand’s success stems from strategic celebrity partnerships, particularly with high-profile attendees like Blackpink’s Jennie and Kylie Jenner.
Jean Paul Gaultier secured the second position with $19.12 million EMV and a 209% increase in share of voice, while Schiaparelli rounded out the top three with $17.33 million EMV.
Top Haute Couture SS25 Brands by EMV
Brand
EMV
Engagement Rate
SoS Evolution
Chanel
$38.7M
2.59%
503%
Jean Paul Gaultier
$19.1M
5.60%
209%
Schiaparelli
$17.3M
2.79%
13%
Dior
$17.1M
2.37%
-5%
Maison Valentino
$6.80M
1.97%
–
Giorgio Armani Privé
$4.22M
1.89%
3%
Elie Saab
$3.46M
7.87%
174%
Stéphane Rolland
$3M
1.51%
20%
Gaurav Gupta
$2.39M
2.71%
–
Zuhair Murad
$1.69M
2.24%
-8%
K-Pop Stars Lead Influencer Impact
South Korean celebrities dominate the influencer rankings for Haute Couture SS25, with Blackpink’s Jennie generating $16.85 million EMV, the highest among all influencers. The data reveals a strong presence of Asian celebrities, with South Korean, Filipino and Thai personalities comprising half of the top influencers list.
Top Haute Couture SS25 Influencers
Influencer
EMV
Engagement Rate
Followers
Profession
Nationality
@jennierubyjane
$16.85M
4%
86.04M
Musician
S. Korean
@kyliejenner
$7.57M
1%
394.85M
Influencer
American
@sooyaaa__
$5.01M
3%
79.74M
Musician
S. Korean
@kendalljenner
$3.67M
1%
289.79M
Model
American
@iamhearte
$2.89M
1%
16.5M
Influencer
Filipino
@jeffsatur
$2.26M
15%
5.05M
Actor
Thai
@goyounjung
$1.88M
12%
7.71M
Actor
S. Korean
@izasim
$1.76M
1%
16.5M
Stylist
Filipino
Paris Menswear AW25: Brand Ambassadors Drive Visibility
Dior leads the Paris Menswear Autumn/Winter 2025 rankings with $33.16 million EMV, despite a 55% decrease in share of voice compared to previous seasons. The brand’s strategic deployment of Thai and South Korean ambassadors proves effective, with actors Apo Nattawin, Mile Phakphum, Mingyu, and Nam Joo-hyuk collectively contributing 65% of the brand’s total exposure.
Louis Vuitton follows with $27.84 million EMV, bolstered by J-Hope of BTS, whose social media posts account for 24% of the show’s total EMV following his return from military service.
Top Paris Menswear AW25 Brands by EMV
Brand
EMV
Engagement Rate
SoS EMV Evolution
Dior
$33.2M
3.01%
-55%
Louis Vuitton
$27.84M
6.31%
-12%
AMI
$7.38M
2.70%
17%
Amiri
$6.98M
7.44%
22%
Willy Chavarria
$4.69M
6.28%
–
Rick Owens
$2.22M
4.46%
-4%
Hermès
$2.15M
3.75%
35%
Kidsuper
$2.12M
9.60%
0%
Kenzo
$2.02M
4.64%
-62%
Bluemarble
$1.45M
2.42%
104%
Milan Menswear AW25: Asian Celebrities Boost Italian Brands
Prada dominates Milan Menswear AW25 with $23.74 million EMV, leveraging partnerships with South Korean and Thai celebrities like Kim Soo-Hyun and Win Metawin to strengthen its global presence, particularly in the Asia-Pacific region.
Dolce & Gabbana follows with $12.64 million EMV and a 54% increase in share of voice, thanks to collaborations with South Korean actors Jung Hae-in, Noh Sang-hyun, and Nam Yoon-su, as well as Thai actor Hirunkit “Nani” Changkham.
Top Milan Menswear AW25 Brands by EMV
Brand
EMV
Engagement Rate
SoS EMV Evolution
Prada
$23.7M
3.73%
-19%
Dolce & Gabbana
$12.6M
4.41%
54%
PDF by Domenico Formichetti
$1.13M
2.39%
–
Giorgio Armani
$1M
8.63%
-69%
Emporio Armani
$741K
2.09%
4%
Jordanluca
$544K
1.80%
-12%
Montblanc
$520K
4.74%
–
Dunhill
$467K
1.81%
124%
Zegna
$243K
12.6%
-98%
Magliano
$199K
1.33%
135%
Industry Trend: Asian Celebrity Partnerships Drive Global Engagement
The data from both Milan and Paris Fashion Weeks reveals a clear industry trend: luxury fashion houses increasingly partner with Asian celebrities, particularly from South Korea and Thailand, to boost global visibility and engagement.
These strategic partnerships help brands expand their international reach, engage new audiences, and strengthen their presence in the lucrative Asia-Pacific market.
The engagement rates of Asian influencers often surpass those of their Western counterparts, with Thai and South Korean celebrities consistently generating double-digit engagement rates despite having fewer followers than established American influencers.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
Recent fashion weeks in Milan and Paris showcased the growing influence of celebrity ambassadors on brand visibility and engagement metrics, with Asian stars driving significant media value for luxury houses.
Haute Couture SS25: Chanel Leads with Celebrity-Driven Visibility
According to a Lefty blog post, Chanel emerged as the dominant force in the Spring/Summer 2025 Haute Couture season, generating $38.67 million in Earned Media Value (EMV), a 503% increase in share of voice compared to previous shows.
The brand’s success stems from strategic celebrity partnerships, particularly with high-profile attendees like Blackpink’s Jennie and Kylie Jenner.
Jean Paul Gaultier secured the second position with $19.12 million EMV and a 209% increase in share of voice, while Schiaparelli rounded out the top three with $17.33 million EMV.
Top Haute Couture SS25 Brands by EMV
K-Pop Stars Lead Influencer Impact
South Korean celebrities dominate the influencer rankings for Haute Couture SS25, with Blackpink’s Jennie generating $16.85 million EMV, the highest among all influencers. The data reveals a strong presence of Asian celebrities, with South Korean, Filipino and Thai personalities comprising half of the top influencers list.
Top Haute Couture SS25 Influencers
Paris Menswear AW25: Brand Ambassadors Drive Visibility
Dior leads the Paris Menswear Autumn/Winter 2025 rankings with $33.16 million EMV, despite a 55% decrease in share of voice compared to previous seasons. The brand’s strategic deployment of Thai and South Korean ambassadors proves effective, with actors Apo Nattawin, Mile Phakphum, Mingyu, and Nam Joo-hyuk collectively contributing 65% of the brand’s total exposure.
Louis Vuitton follows with $27.84 million EMV, bolstered by J-Hope of BTS, whose social media posts account for 24% of the show’s total EMV following his return from military service.
Top Paris Menswear AW25 Brands by EMV
Milan Menswear AW25: Asian Celebrities Boost Italian Brands
Prada dominates Milan Menswear AW25 with $23.74 million EMV, leveraging partnerships with South Korean and Thai celebrities like Kim Soo-Hyun and Win Metawin to strengthen its global presence, particularly in the Asia-Pacific region.
Dolce & Gabbana follows with $12.64 million EMV and a 54% increase in share of voice, thanks to collaborations with South Korean actors Jung Hae-in, Noh Sang-hyun, and Nam Yoon-su, as well as Thai actor Hirunkit “Nani” Changkham.
Top Milan Menswear AW25 Brands by EMV
Industry Trend: Asian Celebrity Partnerships Drive Global Engagement
The data from both Milan and Paris Fashion Weeks reveals a clear industry trend: luxury fashion houses increasingly partner with Asian celebrities, particularly from South Korea and Thailand, to boost global visibility and engagement.
These strategic partnerships help brands expand their international reach, engage new audiences, and strengthen their presence in the lucrative Asia-Pacific market.
The engagement rates of Asian influencers often surpass those of their Western counterparts, with Thai and South Korean celebrities consistently generating double-digit engagement rates despite having fewer followers than established American influencers.
Table info credit: Lefty