by Paris — The spring 2025 men’s shows in the French capital generated $278.3 million in media impact value – up 70 percent compared to spring 2024 – and 84 percent of it was generated within 48 hours of the event, according to data from released the insights firm Launchmetrics on Friday.
Meanwhile, haute couture week increased 3 percent to collect $192.4 million in media influence value, or MIV, with 93 percent generated within 48 hours of the event.
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Launchmetrics’ proprietary media influence value figure, or MIV, shows the impact of relevant media placements across all channels (online, social and print), including paid, owned and earned media.
Celebrities from the Philippines had the biggest influence during couture with Pia Alonzo Wurtzbach and Heart Evangelista coming in first and second with $5.1 million and $3.4 million in MIV respectively. Blackpink member Jisoo, Indian actress Preity Zinta and Kazakh actress and model Zarina Yeva rounded out the top five.
K-pop band Tomorrow x Le Chéile and Thai singer and actor Phakphum Romsaithong led the top male celebrity voices, driving $18 million and $6.2 million in MIV respectively. Launchmetrics noted that celebrities from Asia Pacific generated 18 times more MIVs than those from the EMEA region. Thai rapper BamBam, South Korean boy band NCT and Thai actress Phuwin Tangsakyuen came in third, fourth and fifth.
Pascal Morand, executive president of the Fédération de la Haute Couture et de la Mode, credited the famous monster – which gathered steam post-pandemic – for driving significant gains during men’s fashion week in Paris, which ran from June 18 to 23 .
As for the couture, “some big brands didn’t show, but it’s still a huge MIV,” he told journalists during a webinar co-hosted by Michael Jaïs, chief executive officer of Launchmetrics.
Valentino and Fendi were among the big names absent from the latest round of high fashion shows, which ran from June 24 to 28 in the French capital.
Among the most notable results of recent fashion weeks have been the “normalization of the voice of the striker,” the dominance of celebrities from the Asia-Pacific region, and the return of media brands that are leveraging videos and platforms like TikTok, Jaïs said.
Morand also pointed out that fashion shows in Paris are getting bigger and bigger, noting that Spanish filmmaker Pedro Almodóvar, after taking in Loewe’s spring 2025 menswear show, compared the experience to going to the an opera or to a concert.
For men’s fashion week, media had a 64 percent share of the media influence value or MIV — with Gala France doing well by “leveraging the power of TikTok’s virality,” Launchmetrics said — and with celebrities getting 22 percent and eclipsing influencers, who got one safe. 6 percent share.
During couture, media placements owned by brands were more “value-effective than those by influencers, generating nearly six times more value on average,” Launchmetrics found. However, celebrity placements brought the highest value.
Video content posted during men’s shows was 1.7 times more valuable than photos, and TikTok emerged as the most effective platform for generating MIV, even if Instagram gave a 52 percent share of the channel, compared to 13 percent for TikTok, noted Launchmetrics.
Brand rankings came in a second report released after the webinar, with Kim Jones’ show for Dior Men coming out on top at Paris Men’s Fashion Week with $63.8 million in MIV, with the data firm calling the French house ” strategic content mastery”.
“Using relevant keywords, their content acted as strategic currency that contributed to more than half of the show’s MIV,” said Launchmetrics, adding that celebrity voices generated 52 percent of Dior’s MIV, led by Tomorrow x Le Chéile and South Korean actress Yeon Jun.
Pharrell Williams’ collection for Louis Vuitton, staged at the UNESCO headquarters in Paris and billed as a “tribute to humanity,” ranked second among men’s spring 2025 shows, generating $48.8 million in MIV.
Loewe came in third at $17.7 million, Kenzo fourth at $10.6 million and Dries Van Noten at $5.4 million, fueled by increased media interest in the Belgian designer’s swan song show after nearly four decades in fashion.
Rick Owens, Hermès, Ami, Wales Bonner and Sacai rounded out the top 10.
Dior also dominated haute couture week, ranking first with $38.7 million in MIV and driven by celebrity attendees such as Jennifer Lopez, Doja Cat, Venus Williams and Blackpink member Jisoo.
Chanel’s 2024 couture collection attracted a lot of media attention following the departure of creative director Virginie Viard a few weeks earlier, generating $19.1 million in media impact value for the French house. Celebrity influence was minimal, however, with “Stranger Things” actress Sadie Sink taking the top spot at $607,000 — less than a tenth of what J.Lo gave Dior.
Pairing Chanel heels with a pearl clutch, Schiaparelli earned $18.3 million in MIV and Balenciaga $16.7 million. Giorgio Armani Privé came in fifth with $9.2 million.
Jean Paul Gaultier, whose latest guest designer was Nicolas Di Felice, the winning talent behind the renewal of Courrèges, jumped four spots in the ranking to come in sixth, leaving the house “one to watch,” according to Launchmetrics. Thom Browne, Elie Saab, Stéphane Rolland and Viktor & Rolf rounded out the top 10.
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