Key Takeaways:
- Chanel leads in Haute Couture SS25 with $38.67 million EMV, driven by celebrity partnerships.
- K-Pop stars like Jennie dominate influencer rankings, generating significant media value.
- Dior and Prada leverage Asian celebrities to boost visibility in Paris and Milan.
- Asian influencers achieve higher engagement rates, expanding brands’ global reach.
- Luxury brands increasingly partner with Asian stars to tap into the Asia-Pacific market.
Haute Couture SS25: Chanel Tops with Celebrity Power
The Spring/Summer 2025 Haute Couture shows in Paris and Milan showcased how celebrities are shaping fashion. Chanel took the top spot, earning $38.67 million in Earned Media Value (EMV). This was a whopping 503% increase from previous shows! Their success came from smart partnerships with big names like Blackpink’s Jennie and Kylie Jenner. These stars helped Chanel stand out and draw more attention.
Jean Paul Gaultier came in second with $19.12 million EMV, and Schiaparelli followed with $17.33 million. While Dior also made the list, its share of voice dropped by 5%, showing it’s getting harder to stay on top without fresh strategies.
Top Haute Couture SS25 Brands by EMV:Â Chanel – $38.7M Jean Paul Gaultier – $19.1M Schiaparelli – $17.3M Dior – $17.1M
K-Pop Stars Shine Bright as Influencers
K-Pop stars are stealing the spotlight, especially Jennie from Blackpink. She alone brought in $16.85 million EMV, the highest among all influencers. Other South Korean celebrities like Sooyaa and Goyounjung also made waves. Filipino and Thai stars like Heart Evangelista and Jeff Satur joined the top influencers, showing a strong Asian presence.
Top Influencers for Haute Couture SS25:Â Jennie – $16.85M Kylie Jenner – $7.57M Sooyaaa – $5.01M Kendall Jenner – $3.67M
Jennie’s influence is massive. She has over 86 million followers on Instagram and a 4% engagement rate, proving K-Pop’s global appeal.
Paris Menswear AW25: Dior Leads with Asian Ambassadors
In Paris, Dior dominated the Autumn/Winter 2025 Menswear shows with $33.16 million EMV. Despite a 55% drop in share of voice, Dior’s use of Asian ambassadors like Apo Nattawin and Nam Joo-hyuk kept them ahead. These stars, along with South Korea’s Mingyu, brought 65% of Dior’s exposure.
Louis Vuitton followed with $27.84 million EMV, thanks to J-Hope from BTS. His return from military service made his posts 24% of the show’s EMV, proving K-Pop’s power.
Top Paris Menswear AW25 Brands by EMV:Â Dior – $33.2M Louis Vuitton – $27.84M AMI – $7.38M Amiri – $6.98M
Milan Menswear AW25: Prada and Dolce & Gabbana Shine
Milan also saw the impact of Asian celebrities. Prada led with $23.74 million EMV, using stars like Kim Soo-Hyun and Win Metawin from South Korea and Thailand. This helped Prada grow in the Asia-Pacific region.
Dolce & Gabbana came next with $12.64 million EMV, working with South Korean actors Jung Hae-in and Nam Yoon-su, along with Thai actor Nani Changkham. These partnerships boosted their visibility by 54%.
Top Milan Menswear AW25 Brands by EMV:Â Prada – $23.7M Dolce & Gabbana – $12.6M PDF by Domenico Formichetti – $1.13M
Industry Trend: Asian Celebrities Drive Global Engagement
A clear trend emerged: luxury brands are increasingly teaming up with Asian stars to boost their global presence. South Korean and Thai celebrities are leading the way, helping brands reach new audiences, especially in Asia, where the market is booming.
What makes Asian influencers stand out? They often have higher engagement rates, sometimes in double digits, even with fewer followers than Western stars. This means their followers are more active and engaged.
What’s Next for Fashion?
This shift shows how much the fashion industry values diversity and global appeal. By working with Asian celebrities, brands are not only attracting more fans but also connecting with younger audiences who follow these stars on social media.
As fashion weeks continue, it’s clear that celebrities, especially from Asia, are key to a brand’s success. They bring fame, engagement, and the ability to reach fans worldwide.Expect to see more of this trend as brands aim to grow their influence across the globe.
This change is making fashion more exciting and inclusive, proving that stars from all over the world can shape the future of luxury brands.
