Paris Fashion Week is gaining momentum in the run-up to the Olympic Games.
Fall ready-to-wear shows in the French capital generated $425.5 million in media impact value (MIV) as Asian celebrities continued to shine, according to a report released Thursday by data research and analytics firm Launchmetrics Leading brands were a topic of conversation.
“It really was a great season,” said Michael Jais, CEO of Launchmetrics, during a webinar. “There’s a real feeling at the moment that Paris is the center of the world.”
He noted that 87 percent of the overall impact was achieved within 48 hours of the event ending, reflecting the high excitement surrounding the shows. While Launchmetrics didn't provide a comparable figure for the same period last year, the company reported at the time that Paris generated $285 million in MIV.
Media and influencer voices continued to dominate the results. Mexican TikTok star Kunno was the top influencer, raising $3.7 million in MIV. Among celebrities, Filipino model, actress and beauty queen Pia Alonzo Wurtzbach-Jauncey led the way with placements worth $6.8 million.
Momo at Miu Miu's Fall 2024 Ready-to-Rear show.
Stephane Feugere/`
South Korea was the region with the highest celebrity coverage, but ambassadors from across the Asia-Pacific region made a lasting impression.
Top front row guests for MIV included Japanese singer and dancer Momo; South Korean singer Wonyoung Jang from the girl group Ive; Filipino actress Heart Evangelista and Thai actor, model and host Jumpol Adulkittiporn, also known as Off.
Their influence extends far beyond their home countries, reflecting the globalization of fashion, Jais noted.
“They really impact global audiences. They're also really playing along, and I would say unlike most celebrities – and I won't name any names – they take the time to sign autographs for their fans, take photos and really use the right hashtags for their content “, he remarked.
“APAC celebrities are truly impeccable ambassadors who bring more than just their power. “They are really strategically using their huge social media reach to promote not just themselves but the shows and maximize brand exposure to the diverse global audience,” he added.
Lisa at the Louis Vuitton Fall 2024 ready-to-wear show.
Stephane Feugere/`
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