Filipino and Thai celebrities dominated Paris Fashion Week

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K-pop stars have long stolen the show at Paris Fashion Week. But for the Spring/Summer 2025 season, it was Thai and Filipino celebrities who turbocharged the event, driving the most engagement. This season also marked a turning point in terms of who attracts the most star power to fashion’s front rows, as the celebrity’s share of voice rises while the influencer’s shrinks.

That’s according to an end-of-season report by tech and social media analytics firm Launchmetrics. The report found that Thai and Filipino stars ranked first and second, respectively, by celebrity-driven media impact value (MIV), a metric measured by tech and social media analytics provider Launchmetrics, which calculates the monetary value of posts, article mentions and social media interactions.

The MIV of celebrities rose to 18 per cent over the past two years, compared to 8.6 per cent for SS23. Influencers’ MIV fell to 15 per cent from 18.9 per cent across the same time periods. Traditional media also saw a boost, from 55.5 per cent for SS23 to 58 per cent for SS25.