These Asian Acts Dominated the Conversations in Paris and Milan
The numbers are in, and it’s official: Asia’s rising influence on fashion is undeniable
From the worlds of K-pop and Thai entertainment, these men created the biggest buzz in the recently concluded fashion weeks in Paris and Milan. In turn, the brands associated with them also rose up the rankings in terms of visibility.
Using ‘earned media value’ (EMV), a metric that approximates the monetary worth of unpaid brand mentions and coverage on social media and the press, influencer marketing company Lefty and brand-building agency Karla Otto released a definitive report on the most talked-about labels and celebrities from the menswear shows.
Check out the insights below:
Paris Fashion Week: Dior domination
Four of the top five personalities were from Asia, with South Korea taking the top two spots: K-pop group Tomorrow X Together (TXT), with Taehyun, Soobin, Beomgyu, and Yeonjun in attendance; and Mingyu from Seventeen.
Thai superstars Apo Nattawin and Mile Phakphum followed at third and fourth place, respectively.
These men were all present at Dior, which was the most talked-about show in Paris in terms of EMV at $98.12 million.
The much-awaited menswear debut of Jonathan Anderson; the whimsical take on the house’s heritage, seen in asymmetrical details, popped collars, and the like; and the resounding influence of Dior’s star-studded attendees, catapulted the French brand to the top of the charts.
Louis Vuitton clinched the second spot, with stars like Jackson Wang and BamBam from Got7, BTS’ J-Hope, Thai actor Fourth Nattawat, and South Korean actor Gong Yoo witnessing Pharrell’s vision of Indian sartorialism. The house generated $47.17 million in EMV.
YSL followed in third place, with Got7’s Mark Tuan and actor Cha Eun-woo in attendance. With $14.1 million EMV, the French house made waves with a collection defined by vibrant colors, exaggerated shoulders, neckties tucked into shirts, and cleanly cropped shorts.
Milan Fashion Week: presence redefined
This year’s most visible act wasn’t actually present in Italy. K-pop group Enhypen demonstrated that their digital campaigns and content with Prada were enough to make them the talk of the town, helping the Italian house become the top brand in Milan in terms of EMV.
In attendance at Prada, however, were Thai actor Win Metawin and EXO’s Kai from South Korea—the second and fifth placers, respectively. For SS26, the brand allowed bright colors and legs to take center stage. Prada generated a total of $31.72 million EMV last month.
Dolce&Gabbana, Milan’s second placer at $6.34 million EMV, had South Korean actor and fourth most talked-about celebrity Jung Hae-in as one of its esteemed guests. The brand also made headlines for releasing pajama-inspired clothes and patterns, signaling a turn toward comfort and ease in menswear.
Photos courtesy Be On Cloud (for Apo and Mile); TXT, Mingyu, Jackson Wang, BamBam, Fourth Nattawat, J-Hope, Cha Eun-woo, Mark Tuan, Enhypen, Win Metawin, Kai, Jung Hae-in (Instagram)
