Heart Evangelista and Pia Wurtzbach are making fashion history once again! According to a report by New York-based data firm Launchmetrics, the two Filipina style icons ranked as the top celebrities worldwide in terms of total Media Impact Value (MIV) for Milan Fashion Week Fall/Winter 2025. The Filipina style stars surpassed notable names such as K-Pop star Karina of Aespa, actor Byeon Woo Seok, and Thai actor-model Kanawut Traipipattanapong.
READ: Heart Evangelista and Pia Wurtzbach Emerge as Top Celebrities During Milan Fashion Week Fall/Winter 2025
Heart Evangelista secured the top spot with an impressive total MIV of $8.7 million (approximately P497.8 million). Meanwhile, beauty queen Pia Wurtzbach ranked second, generating $6.7 million (around P383.4 million). Collectively, their influence contributed $15.4 million (roughly P881 million) in total MIV, establishing the country's growing influence in the global fashion scene.
As in previous seasons, Asian celebrities played a pivotal role in driving engagement. For Milan Fashion Week F/W 2025, they accounted for an astounding 84% of the total MIV generated, with just 10 celebrities from the region responsible for nearly 60% of the global celebrity impact.
Regionally, the Philippines ranked second in terms of celebrity-driven total MIV, trailing behind South Korea, which amassed a total of $19.8 million (around P1.1 trillion). Notably, the Philippines’ remarkable showing was driven by just two personalities, while South Korea had a significantly larger celebrity presence at the event.
How is Media Impact Value (MIV) determined?
Despite common misconceptions, MIV does not represent a celebrity’s actual earnings from fashion week appearances.
MIV is a “unified metric” in marketing used to measure the return on investment (ROI) in the fashion, beauty, and lifestyle industries. Launchmetrics employs an AI-powered algorithm to analyze marketing and PR efforts across various channels, including print, social media, and online mentions. The system assesses both quantitative factors—such as reach, engagement, ad rates, and posting frequency—and qualitative elements like content quality, relevance, and source credibility, offering a comprehensive view of brand impact.
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