Count on global fashion darling Heart Evangelista to drive media mileage of the Haute Couture Paris Fashion Week through the roof.
The globe-trotting Filipina actress, artist, and fashion maven, who recently made head-turning appearances at the GMA Gala and the State of the Nation Address in impeccable garb, once again proved the power of her presence and brand as she emerged as the top driver of the Paris Haute Couture Fashion Week’s MIV (Media Impact Value) in Asia Pacific.
MIV is a proprietary algorithm by Launchmetrics that measures the impact of media coverage of placements related to a particular subject, in this case, the much-awaited Paris fashion event. The metric measures the equivalent monetary amount of public posts, articles, and audience interactions of a recognized influencer in the fashion, luxury, and beauty industries.
Out of the event’s total MIV® estimated at $118.8 million, Heart, a fashion influencer loved by global brands, contributed $1.27 worth of mileage across 11 placements—only one of two who made a contribution past the million mark in the Asia Pacific region, an emerging fashion hotspot.
Behind her was Indian actress and model Urvashi Rautela, who generated $1.24 million in MIV through five placements. Far runners-up were Asian American actress Lana Condor at $767,000, and Indian fashionista and entrepreneur Masoom Minawala who delivered $616,000.
Other Asian stars who drew MIV dollars to the Paris fashion event were Bella Ranee Campen, Diana Penty, William Chan, Fan BingBing, and Thai superstar Tontawan Tantivejakul.
Heart’s Launchmetrics win was prominently reported on lifestyle website EnVi Media, which noted the list of “top APAC voices creating buzz during the event.” It cited how “fashion darling” Heart ranked at the top.
And right at the fashion summit she is, as she continues to beguile audiences as an established fashion authority commanding global attention.