In the international fashion scene, Heart Evangelista and Pia Wurtzbach have become the face of Filipino style and fashion. Constant fixtures at the fashion shows of top luxury brands, the two Filipina style stars are effectively putting the Philippines on the map, consistently raking in millions in Media Impact Value (MIV) season after season.
This time around, Heart and Pia make history anew. According to a recent report by data analytics firm Launchmetrics, the pair emerged as among the top MIV-generating celebrities worldwide. This marks a significant milestone for the Filipino fashion industry, as it's the very first time Filipinos outperformed South Korean celebrities in global rankings during Paris Fashion Week. "This season, Filipino celebrities overtook South Korean stars for the first time by authoring twice as many placements. In fact, Filipino stars authored the most placements globally," the report stated.
READ: Heart Evangelista and Pia Wurtzbach Hailed As Top Global Celebrities for Paris Fashion Week Spring/Summer 2025
Filipino and Thai celebrities dominated this season’s MIV rankings. Heart Evangelista topped the list with a total MIV of $10.6 million (around P601.2 million), while Pia Wurtzbach placed third with an MIV of $7 million (around P403.6 million). Together, these two Filipina stars generated a combined MIV of $17.6 million, equivalent to approximately P1.01 billion.
Notably, Heart and Pia surpassed prominent figures from the Asia-Pacific region, including Thai actress Freen Sarocha, South Korean actor Nam Joo Hyuk, and K-pop singer Jang Wonyoung.
On the regional front, the Philippines remained a key player in celebrity-driven media impact, collectively contributing $19.7 million (around P1.13 billion) in MIV during Paris Fashion Week Spring/Summer 2025, which ran from September 23 to October 1, 2024.
The report also highlighted Instagram as the leading platform for generating MIV among celebrities, outperforming TikTok. Instagram posts, particularly video content, proved to be twice as valuable in comparison to image-based content.
What is Media Impact Value (MIV) and how is it measured?
Media Impact Value (MIV) is a “unified metric” used to evaluate the return on investment (ROI) from events in the fashion, beauty, and lifestyle industry. Launchmetrics, a New York-based data analytics firm, utilizes an AI-powered algorithm to assess marketing and PR efforts across various channels, including print, social media, and online mentions. It seeks to offer "holistic competitor insights," by analyzing quantitative factors like reach, engagement, ad rates, and posting frequency alongside qualitative elements such as content quality, relevance, and source authority.
Read the full report here.
Hey, Preview readers! Follow us on Facebook, Instagram, YouTube, Tiktok, and Twitter to stay up to speed on all things trendy and creative. We’ll curate the most stylish feed for you!
