Heart Evangelista, Wonyoung Chan and others selected as Paris Fashion Week MVPs

Paris Fashion Week is getting more and more exciting in the lead up to the Olympics.

Asia's celebrities continued to drive conversation about leading brands at the fall ready-to-wear shows in the French capital, according to a report released Thursday by data research and insights provider Launchmetrics. It is said to have generated $1 million in media impact value (MIV).

“It's been a really great season,” Launchmetrics CEO Michael Jayce said during the webinar. “I feel like Paris is the center of the world right now.”

He noted that 87 percent of the overall impact occurred within 48 hours after the event ended, reflecting the high level of excitement around the show. Launchmetrics did not provide year-over-year comparative numbers, but reported at the time that Paris generated $285 million in MIV.

Media and influencer voices continued to dominate the results. Mexican TikTok star Kunno became the top influencer, earning $3.7 million in MIV. Among celebrities, Filipino model, actress, and beauty queen Pia Alonzo Wurtzbach-Jancey topped the list, earning $6.8 million worth of listings.

South Korea was the top region when it came to celebrity coverage, but ambassadors from across the Asia-Pacific region made an impact.

Top-ranked among MIV's front row guests was Japanese singer and dancer Momo. Jang Won Young, a Korean singer and member of the girl group Eve. Filipino actress Heart Evangelista and Thai actor, model, and presenter Jampol Adulkittiporn, also known as Off.

Jace points out that their influence extends far beyond their home countries, reflecting the globalization of fashion.

“They have a huge impact on audiences around the world. They also really play the game, and unlike most celebrities, they don't say their names, but they sign autographs for fans and take photos. I take time to take photos and use the right hashtags for my content,” he said.

“Celebrities in APAC have become truly impeccable ambassadors, bringing so much more than just themselves. They are really strategically leveraging their huge social media reach to make their own “We're actually promoting the show and maximizing the brand's exposure to a diverse audience around the world,” he added.