Celebrities from the Asia-Pacific region generated $547.1 million in media impact during the most recent Paris Fashion Week, just over half the event’s total, Launchmetrics data showed.
Meanwhile, Dior ranked number one for media impact value, or MIV, which amounted to $192 million, and also AI Visibility, a new metric tabulating a brand’s presence within AI-generated answers across ChatGPT, Claude, Gemini and Perplexity.
The data firm’s proprietary MIV figure tallies the impact of relevant media placements on online, social and print, inclusive of paid, owned and earned mediums.
Orm Kornnaphat, a Thai actress and fashion entrepreneur, was the top celebrity voice, bringing in $25.9 million in the wake of Paris Fashion Week, which ran from Sept. 28 to Oct. 6.
Rounding out the top five were Lingling Kwong, a Thai Hong Kong actress; and the Thai actresses Pansa Vosbein, Natsha Taechamongkalapiwat and Lorena Lalina Schuett.
Prominent Thai makeup artist Thanachok Siriveeraphan, aka Homeless Makeup, was the top influencer voice, bringing in $16.4 million in MIV, more than eight times the value of the runner-up, Surapre Achirakul, also a Thai makeup artist.
Dior‘s dominance in the brand ranking was largely thanks to its creative director Jonathan Anderson, whose name appeared in 65 percent of Dior’s AI mentions, with 37 percent of those mentions pointed to a distinct identity for the house.
“That narrative, centered on lightness, craftsmanship and a recognizable design language, suggests that a clear creative direction can help a brand stay visible across both media and AI channels,” Launchmetrics said in its report, released Friday.
It noted Dior led press coverage, too, accounting for 16.2 percent of the MIV generated by media voices, responsible for 52 percent of the total voice mix. Celebrities accounted for 27 percent, influencers 14 percent, owned media 5 percent and partners 2 percent.
Drew Henry, who logged two years under Anderson as design director for ready-to-wear at JW Anderson, yielded strong results for his debut show for Courrèges, which ranked fourth in AI visibility behind Dior, Chanel and Saint Laurent.
By brand, Chanel was the runner-up in MIV at $146 million, Miu Miu in third at $91 million, Louis Vuitton in fourth place at $90 million in MIV and Saint Laurent in fifth at $87.9 million.
Media drove two-thirds of Saint Laurent’s MIV “as industry attention on the house’s future kept the collection in the headlines,” Launchmetrics said, referring to rampant speculation that the gold-drenched show was designer Anthony Vaccarello’s swan song. (His departure was announced on Oct. 9.)
Rounding out the top 10 brands in terms of MIV was Valentino at $60 million, Schiaparelli at $54 million, Celine at $38 million, Loewe at $35 million and Balenciaga at $32 million.
Instagram remained the top platform “for content efficiency,” according to the report, which noted that celebrities drove 40 percent of total impact.
Edging out the video format, “carousel” posts drove $182.3 million in celebrity MIV on Instagram, accounting for nearly two-thirds of the total.
“Audiences now want to see the same moment through multiple lenses, from the look and the details to the backstage and the front row,” Launchmetrics said.