Paris has solidified its position as the fashion capital of the world with a remarkable 30% increase in media impact value for the spring 2024 collections. According to Launchmetrics, the French capital has earned a staggering $499 million in media impact value, thanks to influential attendees, the wide reach of social platforms, and its diverse fashion calendar.
A Star-Studded Success
During a webcast discussing Paris Fashion Week, Pascal Morand, the executive president of the Fédération de la Haute Couture et de la Mode, attributed the city’s prominence to both global brands and the collaborative efforts of brands of all sizes. The presence of “big winners” and a supportive ecosystem that includes press agencies and the federation itself have contributed to Paris’ unrivaled success.
Celebrity Power
Launchmetrics’ figures reveal that fostering A-list relationships has been a game-changer for brands this season. The media impact value generated by celebrity voices has experienced a remarkable 93% growth in Paris, reaching $63.6 million, compared to $32.9 million in spring 2023. Celebrities from the wider Asian region have outperformed their counterparts from Europe, the Middle East, and Africa, indicating the significance of naming local ambassadors.
Strong Growth in Asia
This season, Thailand secured the top spot in celebrity-generated media impact value, thanks to the presence of stars like Nattawin Wattanagitiphat (“Apo”) and Phakphum Romsaithong (“Mile”). These Thai celebrities achieved some of the week’s most prominent placements. India also saw significant growth, with a 225% increase in media impact value, establishing itself as a new luxury fashion hub. South Korea closely followed India, reflecting its growing influence in the fashion industry.
Higher Quality Placements
Launchmetrics observed that this season featured fewer overall placements, but each placement had a more significant impact. The average value of placements, across different platforms and voices, increased by 40% compared to the same season last year. Brands that posted on their own media channels experienced a 32% rise in average media impact value, suggesting a focus on refining social media strategies.
Dior Reigns Supreme
Dior continues to dominate the fashion landscape, securing the top spot once again with $59.5 million in media impact value, marking a 71% increase from the previous summer season. The influence of Blackpink member Jisoo, who generated significant buzz with her association with Dior, contributed to the brand’s success. Dior’s partnerships with Thai ambassadors Nattawin Wattanagitiphat and Phakphum Romsaithong, both accumulating $6 million in media impact value, further solidified the brand’s position.
Louis Vuitton and Miu Miu Rise
Louis Vuitton climbed to second place, achieving $38.2 million in media impact value. The brand attracted attention by collaborating with Zendaya and Australian rapper Felix, as well as tapping into the influential South Korean market. Miu Miu had a successful season, jumping from eighth place to third, thanks to its association with Gen Z ambassadors, including Sydney Sweeney and Emma Corrin.
Discovering Global Winners
Gucci and Prada captured the second and third spots on the podium, respectively earning $49.7 million and $48.8 million in media impact value. Gucci’s debut by Sabato De Sarno witnessed a remarkable 165% increase in media impact value, with Alia Bhatt contributing significantly. Prada’s collaboration between Miuccia Prada and Raf Simons, along with endorsements from Kylie Jenner and South Korean and Thai celebrities, ensured its strong performance.
London’s Rising Impact
London experienced a significant surge in media impact value, nearly doubling its figures to $87.3 million. This boost was attributed to the star-studded front row at Burberry’s Daniel Lee’s sophomore collection, the well-received show by J.W. Anderson, and the successful Vogue World event, generating over $10 million in media impact value.
Looking Towards the Future
Pascal Morand believes that Paris will continue to innovate and bring new ideas to the forefront, especially with the upcoming 2024 Olympics. The French federation aims to leverage the event as a platform for technological progress and urges attendees of the digital conference to contribute their thoughts and shape the future of the fashion industry.
For more fashion insights and news, visit F5mag.com.