It was another bumper Paris Fashion Week, the nine-day event from March 3 to 11 garnering $648.9 million in media impact value, a 53 percent increase over a year ago, according to data firm Launchmetrics.
The wild card was YouTuber MrBeast, who popped up as the No. 3 influencer thanks to Instagram and Facebook posts of himself wearing three different outfits with the Eiffel Tower pictured in the background – and Paris Fashion Week mentioned in the caption. (WWD did not spot him in any front rows.)
Once again, Asian celebrities dominated the week, driving 86 percent of all celebrity-generated attention, with Thai model and actress Kornnaphat Sethratanapong pulling in $16.1 million in media impact value, or MIV, and Thai-Chinese actress LingLing Sirilak Kwong coming in second with $15.8 million in MIV.
Launchmetrics’ proprietary media impact value figure tallies the impact of relevant media placements on online, social and print, inclusive of paid, owned and earned mediums.
Filipino actress Heart Evangelista, South Korean rapper Mingyu and Thai actress and model Freen Sarocha rounded up the top-five celebrities at the shows.
Launchmetrics noted that Asian stars also sparked “massive conversations across the region,” with Sarocha, for example, generating $5.5 million in MIV from her owned content, while “the buzz around her amplified that impact fivefold.”
By contrast, American rapper Doechii, “the most talked-about Western celebrity, generated half of that total impact,” Launchmetrics said.
Dior ranked No. 1 in total MIV at $117 million, more than double the second-place brand, Valentino, at $52.3 million. Rounding out the top-10 were Chanel, Miu Miu, Louis Vuitton, Saint Laurent, Lacoste, Courrèges, Balenciaga and Schiaparelli.
Mingyu at the Christian Dior Fall RTW 2025 fashion show as part of Paris Fashion Week on March 4, 2025 in Paris, France.
Swan Gallet
A glut of Thai stars at the Dior display accounted for 76 percent of Thailand’s total celebrity MIV.
Meanwhile, a front-row stacked with Asian stars including South Korean singer An Yu-jin, plus “The Brutalist” actor Adrien Brody, boosted Lacoste’s MIV by 74 percent versus last year, Launchmetrics noted.
Tom Ford, which came in twelfth place, tripled its media impact by decamping to Paris from Milan, and inviting stars like Doechii.
Courrèges doubled its MIV versus a year ago thanks to a colorful confetti blizzard and the presence of South Korean stars including Wooyoung of South Korean boy band Ateez.
Media generated 62 percent of MIV, celebrities 17 percent, influencers 12 percent, owned media 8 percent and partner content 2 percent, Launchmetrics said.
French magazine Gala — a wiz at celebrity videos on TikTok — emerged as the top voice overall with $26.5 million in MIV, followed by American Vogue, Sethratanapong, Sirilak Kwong, and Evangelista.
Short-form video continued its meteoric rise, with MIV surging 92 percent on TikTok.
Heart Evangelista at Acne Studios’ fall 2025 show in Paris.
River Callaway/WWD
