With presentations by established names such as Miuccia Prada and Raf Simmons and young talents like Maximilian Davis; Milan Fashion Week is one of the most buzzworthy Fashion Weeks in the global calendar. The latest Fall Winter 2024 season was particularly fruitful, attracting showgoers from all over the world, especially from the Asia Pacific region.

Initial data monitored by Launchmetrics between February 19 and February 28, placed Prada, Gucci and Versace as top brands in terms of Media Impact Value™. On March 11, the Lectra-owned company — specialized in the Fashion, Luxury and Beauty market —  released its final “FW24 Milan Fashion Week” industry report with additional insights that dive deeper into data tracked between February 19 and March 4. 

Keep reading to discover what drove the performance and impact of brands showing at Milan Fashion Week.

Milan Fashion Week 

This season, Milan hosted several on and off-schedule runways, showcases and after-parties between February 20 and February 26. The event (Milan Fashion Week) generated a total of $273.4 million in Media Impact Value™ over a tracking period of 15 days. 

Following a pattern observed at New York Fashion Week and London Fashion Week, Instagram emerged as the main channel to showcase content at Milan Fashion Week. In fact, as per Launchmetrics, the latest FW24 season marked Instagram’s highest MIV® contribution to date at MFW. The social media platform accounted for 61% of the channel split chart, contributing $166.8 million in MIV® to the final tallies. 

The most effective platform for content sharing, however, was YouTube. The video platform was responsible for the highest average MIV® per placement ($11K per placement) — as compared to TikTok (10K per placement) and Instagram (9K per placement).

The Leading Voices

Accounting for 47% of the total MIV®, media rose as the dominant voice at Milan Fashion Week. Celebrity and influencer voices landed in second and third place on the voice mix, respectively generating 20% and 18% of the event’s total impact. 

K-pop group NCT topped the celebrity ranking with $6.2 million in MIV®. Meanwhile, the top influencer was Thássia Naves. The Brazilian fashion blogger generated $1.1 million in MIV®, through MFW-related placements.

The Power of APAC Celebs

As relevant brand representatives — ambassadors, campaign stars and House Friends — names from the Asian continent dominated the celebrity ranking at FW24 Milan Fashion Week. 

Launchmetrics reported that South Korean stars NCT “stole the show,” maximizing Milan Fashion Week’s overall MIV® by sharing content through both the group’s shared account as well as their personal accounts. The group members, who individually serve as brand ambassadors of brands like Prada and Ferragamo, were also responsible for the top three placements for Milan Fashion Week (as a whole). 

Prada campaign star and long-time ambassador, Jaehyun, authored a placement worth $1.3 million in MIV® although he was not present at the event. Meanwhile, Ferragamo ambassador Jeno was responsible for $1.1 million in MIV®, generated through a sole Instagram post, and Doyoung accrued $903K via one placement. 

Filipino beauty queen, Pia Alonzo Wurtzbach, and front-row favorite, Heart Evangelista, respectively took second and third place in the celebrity ranking. Alonzo Wurtzbac was present at shows such as Fendi, Gucci, Tod’s and generated $5.4 million in MIV®. On the other hand, Filipina fashion icon Heart Evangelista accrued $3.6 million in MIV® with front-row appearances at brands such as Max Mara, Versace, Onitsuka Tiger, Prada and more. 

Japanese group Niziu and South Korean singer Joy rounded up the celebrity ranking, amassing $1.9 million in MIV® each. Members of Niziu and Joy sat front row at the Tod’s Fall Winter 2024 show alongside other Asian personalities such as Xiao Zhan, Blue Pongtiwat and NCT’s Jungwoo.

The Top Brands

Displaying the glamour and quality craftsmanship that Italian fashion houses are known for, Gucci, Prada and Versace became the top MIV®-earning brands at Milan Fashion Week. 

Gucci 

Although initial data crowned Prada as the top brand, final tallies placed Gucci at the top of the ranking with $25 million in MIV®. The Sabato de Sarno-led brand created high expectations with the new creative designer’s second womenswear show, as well as with the appearances of high-caliber friends of the house and ambassadors. 

As per Launchmetrics, the brand heavily relied on its owned media focusing on placements published on Gucci’s own social media channels. The content (YouTube videos, TikTok posts and more) generated over $8.5 million in MIV®, which represented 34% of the total MIV® generated by the FW24 show. 

Salma Hayek was responsible for the top single placement at the show, which accrued $541K in MIV® in the final tracking period (initial tracking period $534K in MIV®). Meanwhile, stars like Thai icon Davika Hoorne, New Jeans’ Hanni, Jay Park and Vietnamese star Hồ Ngọc Hà respectively garnered $635K, $635K, $415K and $401K via different placements on their own social media accounts. 

Prada 

Gucci was closely followed by Prada. The Miuccia Prada and Raf Simons-helmed brand amassed a total of $24.6 million in MIV® during its latest FW24 show. 

Just like every season, the brand largely benefited from the presence and remote support of APAC stars such as ENHYPEN ($895K in MIV®), Jeon Somi ($515K in MIV®), Sana ($691K in MIV®) and Mei Nagano ($464K in MIV®). However, the most valuable placement at the show was authored by K-pop star Jaehyun, whose Instagram post garnered $1.3M MIV®. 

Versace

Versace rounded up the brand ranking for the Fall Winter 2024 season, accumulating $23M in MIV®. As per Launchmetrics, “The top placement for this show was authored by influencer, Matteo Sinet, whose post was worth $656K in MIV®. Matteo also ranked as the top influencer for this show. The top celebrity in attendance was aespa 에스파 with a total of $568K in MIV®” ($406K in MIV® in the initial data tracking period).

Launchmetrics’ initial data had reported that Versace’s top-owned placement — a carousel of pictures featuring front-row attendants — accrued $600K in MIV® between February 19 and February 28.

In addition to listing the top placements and celebrities, Launchmetrics’ latest report crowned Anne Hathaway and Emma Watson as the front-row guests driving the most media conversations at Milan Fashion Week. They respectively garnered $7.4 million and $2.4 million in [echo] MIV®.

Launchmetrics’ latest report offers key observations about the impact and performance of fashion brands at Milan Fashion Week, as well as the influence of APAC stars. Just like the fashion world has witnessed in recent years, celebrities from the Asia Pacific region — in particular South Korean, Thai, Japanese and Pinoy figures —  have grown to become the epicenter of a new fashion wave.  As Launchmetrics’ final report states, “APAC stars bring more than just star power; they strategically leverage their vast social media reach to promote the shows, incorporating relevant keywords to maximize brand exposure across a diverse global audience.”

*Author’s Note: Media Impact Value™ (MIV®) is an algorithm proprietary of Launchmetrics’ Machine Learning. It assigns a monetary amount to every post, interaction, and article, analyzing more than 100 quantitative and qualitative attributes specific to the fashion, luxury, and beauty industry including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. This algorithm is not to be confused with KPIs like EMV (Earned Media Value).

This is a final report based on an extended tracking period.  

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