It was another bumper Paris Fashion Week, the nine-day event from March 3 to 11 garnering $727 million in media impact value, a 71 percent increase over a year ago, according to data firm Launchmetrics.
The wild card was YouTuber MrBeast, who popped up as the number-three 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.)
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Once again, Asian celebrities dominated the week, driving 86 percent of all celebrity-generated attention, with Thai model and actress Kornnaphat Sethratanapong pulling in $16.3 million in media impact value, or MIV, and Thai Chinese actress LingLing Sirilak Kwong coming in second with $15.8 million in MIV.
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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 actor Norawit Titicharoenrak 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 number one in total MIV at $118.6 million, with Chanel netting $78.2 million for second place. Rounding out the top 10 were Valentino and Louis Vuitton — almost neck-in-neck at $54.1 million and $53.9 million respectively — Miu Miu, Saint Laurent, Lacoste, Courrèges, Balenciaga and Schiaparelli.
A glut of Thai stars at the Dior display accounted for 58 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 80 percent versus last year, Launchmetrics noted.
Tom Ford, which came in 13th 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 59 percent of MIV, celebrities 20 percent, influencers 11 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 $27.3 million in MIV, followed by American Vogue, Sethratanapong, Sirilak Kwong and Evangelista.
Short-form video continued its meteoric rise, with MIV surging 103 percent on TikTok.
Editor’s note: This article has been amended from a version published on March 26 because Launchmetrics initially supplied incorrect data.