In recent years, local celebrities have been making their presence known at the “big three” fashion weeks—New York, Milan, and Paris. With each appearance, these celebrities generate buzz through their social media posts, subsequently earning them a spot as a “top global celebrity” alongside international A-listers like Nam Joo Hyuk, aespa’s Karina, and K-Pop groups NCT and Enhypen.
Take Heart Evangelista and Pia Wurtzbach, for example. At Paris Fashion Week Spring/Summer 2025, Heart topped the global celebrity list, amassing an impressive $10.6 million in Media Impact Value (MIV), while Pia ranked third with $7 million. Just a few months earlier, in June 2024, Anne Curtis and Heart were named among the Top 20 Global Celebrities in Fashion and Sportswear, alongside international names like BLACKPINK’s Jennie, Dua Lipa, and Thai actor Win Metawin.
But what exactly is Media Impact Value, and how do these celebrities secure such high rankings at fashion week appearances? If you've ever wondered how Filipino style stars consistently land on these prestigious lists, we break it down for you below.
What is Media Impact Value?
A celebrity’s global ranking is determined by the Media Impact Value (MIV) they generate. MIV is a metric developed by Launchmetrics, a New York-based data insights firm, which measures and benchmarks media placements and PR efforts across print, digital platforms, and social media.
It’s important to note that MIV doesn’t reflect the celebrity’s earnings but rather the monetary value assigned to the exposure their posts and media appearances generate. Ultimately, MIV is a metric that allows brands to assess the impact of their collaborations and strategies across multiple platforms.
What is MIV for?
With the explosion of digital media channels, it has become challenging for brands to track reach and engagement. MIV offers a unified system that quantifies the online impact of content across print, digital, and social media—encompassing both paid and organic posts. It gives brands a way to evaluate the success of marketing campaigns, measure the reach of their partnerships, and track competitor activity.
How is MIV calculated?
Beyond merely measuring for reach and engagement statistics, it also takes into account the quality of posts. Hence, in order to holistically measure media impact, Launchmetrics’ formula for measuring MIV takes into account three key elements: advertising or activation value equivalent, source-based factors, and content-based factors.
1. Advertising or activation value equivalent
This criterion is calculated based on advertising rates from publications’ media rate cards. To measure this, Launchmetrics analyzes mentions across over 5,000 fashion and lifestyle publications and 10,000 brands. On social media, this criterion factors in the reach of a celebrity’s social media account, which is measured based on the number of followers, likes, and shares across each platform.
2. Source-Based Factors
Launchmetrics’ algorithm evaluates over 4,000 media sources, examining the quality and relevance of content related to fashion, luxury, and beauty. On social media, it accounts for post frequency and voice type—whether the post comes from a brand, influencer, or celebrity.
3. Content-Based Factors
This criterion measures engagement, including likes, shares, and content type. Quality is assessed based on the length, size, positioning, and inclusion of images or videos.
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