With highly-awaited fashion shows on the calendar, Milan Fashion Week (MFW) had no shortage of buzz-worthy moments. In between Sabato de Sarno’s Gucci debut, Prada’s celebrity-filled front row, and the attendance of Asian stars, the event was heavily discussed online.

Based on preliminary data obtained between September 17 and September 27, Launchmetrics —  the data and insights company specialized in fashion, luxury and beauty — reports that Indian actress Alia Bhatt, K-pop group ENHYPEN, Thai darling Win Metawin, and Pinoy fashionista Heart Evangelista racked up the highest media value during Milan Fashion Week. Here’s a breakdown of the figures. 

Prada Rules 

Every season, Prada is among the most-anticipated brands showing at Milan Fashion Week for good reason. The Italian house has consistently remained at the top of the Lyst Index — a fashion industry quarterly report that ranks the hottest brands and products — and reaped success with high-profile associations, from actress Emma Watson to K-pop force ENHYPEN. 

According to Launchmetrics, this season Prada came at the top of the Media Impact Value™ (MIV®) brand ranking once again. In addition to the beautiful mise-en-scène for the SS24 show, the brand made headlines for the impressive front row — perhaps Prada’s most star-studded guest list yet. ENHYPEN, Win Metawin, Emma Watson, and Rosalía were just a few of the VIPs in attendance. 

Accordingly, Prada ambassadors and showgoers also made it to Milan Fashion Week’s Top Five Celebrities and Top Five Influencers rankings. K-pop group ENHYPEN ruled the celebrity list, generating $7 million in Media Impact Value™ (MIV®) across several placements. The group was also responsible for the top post for Prada — a carousel of pictures of member Jungwon — which gathered $1 million in MIV®.

As previously reported by EnVi, the K-pop million-selling band already left their mark during the Milan Fashion Week menswear FW23 season. The septet amassed the staggering amount of $11.2 million in MIV® (Media Impact Value) — numbers unheard of at any Prada show. 

Prada’s Thai ambassador Win Metawin didn’t go unnoticed. The superstar, who has grown to be a reputable presence at nearly every Prada event in the globe, landed the third spot in the Top Celebrities ranking at Milan Fashion Week. The actor generated a total of $2.9 million in MIV® with his presence at the Prada show, where he showcased his style chops in a warm-toned look.

Since his first appearance at Milan Fashion Week in 2022, Win Metawin has been one of the top MIV-generating presences for Prada. Win’s attendance at Prada’s SS23 Milan Men’s Fashion Week show brought the luxury house $4.7 million in Media Impact Value™ (MIV®). At the time, Alison Bringé, CMO of Launchmetrics, told EnVi, “One notable celebrity we have seen becoming a familiar face at Mens’ Fashion is Thai superstar, Win Metawin. […] Thanks to his wide popularity not only in Thailand but also within South-East Asia, brands wanting to build exposure can leverage Win’s Voice to reach the wider APAC region.”  

Meanwhile, content creator Chali D’amelio racked up $1.1 million in MIV with several social media posts. The TikTok sensation ranked fourth in the MFW influencer list and was also responsible for Prada’s top influencer post, which amassed $461K. 

Gucci Power

Sabato de Sarno’s debut as a creative director might have received mixed reviews, but Gucci proved its status as one of the most relevant Italian houses by ranking second in the list of MIV®-generating brands.

In fact, the brand’s global ambassador Alia Bhatt was responsible for Milan Fashion Week’s overall top post — an Instagram publication that showcased her front-row look for the SS24 show. “Personal style but guccified 💅🏾,” she wrote in the caption. The carousel of pictures amassed $1.1 million in MIV®.

Bhatt was not the only celebrity making waves at Gucci. Hanni of K-pop group NewJeans, who serves as ambassador and campaign star for the brand, also made an impactful appearance at the event. The singer turned heads with a platinum blonde hairstyle — a wig courtesy of hairstylist Gabe Sin — that made headlines left and right. Hanni ultimately racked up $682K in MIV® with an Instagram post. 

The Top 

Proving the power of Asia Pacific personalities, the influencer and celebrity rankings were also dominated by APAC names. Filipino fashionista Heart Evangelista, who was present at several fashion shows including Onitsuka Tiger, Versace and Bally, topped the influencer ranking, after generating $1.4 million in MIV® within the tracking period. Madeleine White, Silvia Bussade Braz, Charli D’amelio and Luisa Fernanda W completed the Top Five. 

Meanwhile, Filipino star Pia Alonzo Wurtzbach and Thai star Pruk Panich (Zeepruk) made it to the second and fourth places in the celebrity ranking. Pia Alonzo Wurtzbach — who attended the Gucci, Tods, and Bally shows, among others — garnered a total of $3.4 million in MIV®. Actor, model and singer, Zeepruck, well-known for his role in Cutie Pie, amassed $2.4 million with his attendance at the Dolce and Gabanna show. Halle Bailey completed the celebrity ranking, taking the fifth place with $1.7 million in MIV®. 

APAC Power

As Launchmetrics’ initial data proves, the influence of K-pop, Thai and Filipino stars is at an all-time high. This year alone, a long list of fashion brands have tapped into the power of APAC names for brand campaigns, ambassadorships, and front-row invitations. With dedicated communities and fandoms, as well as noteworthy style, these stars are growing to be the epicenter of a new fashion wave. Red carpets and events such as Fashion Week are the perfect backdrop to showcase this impressive social media pull and reputation within the industry.

Interested in more Milan Fashion Week content? Check out the best celebrity looks of the event here. 

*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).

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