Heart Evangelista and Pia Wurtzbach are once again making waves in the fashion world! According to a report from the New York-based data firm Launchmetrics, the two Filipina style icons were among the top celebrities globally in terms of Media Impact Value (MIV) for Milan Fashion Week Fall/Winter 2025. They outshone several big names, including K-Pop sensation Karina of Aespa, actor Byeon Woo Seok, and Thai actor-model Kanawut Traipipattanapong.
Heart Evangelista clinched the top position with an impressive MIV of $8.7 million (around P497.8 million). Pia Wurtzbach followed closely in second place, generating $6.7 million (about P383.4 million). Together, they generated a combined MIV of $15.4 million (roughly P881 million), highlighting the growing influence of Filipino celebrities in the global fashion arena.
As in previous seasons, Asian celebrities continued to be key drivers of engagement at Milan Fashion Week. In fact, they were responsible for an incredible 84% of the total MIV generated, with just 10 celebrities from the region contributing to nearly 60% of the overall global celebrity impact.
In terms of regional impact, the Philippines ranked second in celebrity-driven MIV, only behind South Korea, which garnered a total of $19.8 million (about P1.1 trillion). Notably, the Philippines achieved this remarkable feat with just two personalities, while South Korea had a considerably larger presence at the event.
It’s important to note that MIV does not reflect a celebrity’s actual earnings from their appearances at fashion week.
MIV is a comprehensive “unified metric” used to evaluate the return on investment (ROI) in the fashion, beauty, and lifestyle sectors. Launchmetrics uses an AI-powered algorithm to track marketing and PR efforts across various channels, including print, social media, and online mentions. The system evaluates both quantitative aspects, such as reach, engagement, ad rates, and posting frequency, and qualitative factors like content quality, relevance, and source credibility, offering a thorough analysis of brand impact.
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