While top brands like Fendi, Gucci, Prada, and Versace made their mark on social media during Milan Fashion Week, the celebrities in attendance truly stole the show. Among them, South Korean boy group ENHYPEN stood out, pulling in impressive numbers that underscored their global appeal.
Prada, a perennial favorite at Milan Fashion Week, has consistently topped the Lyst Index—a quarterly report ranking the hottest brands and products. Their success has been amplified by high-profile associations, notably with ENHYPEN. Prada once again led the Media Impact Value™ (MIV®) brand ranking this season. Beyond their captivating SS24 show, the brand garnered attention for its star-studded front row. Notable attendees included Emma Watson, Rosalía, Win Metawin, and, of course, ENHYPEN.
The impact of these celebrities was evident in Milan Fashion Week’s Top Five Celebrities and Top Five Influencers rankings. ENHYPEN dominated the celebrity list, generating $7 million in MIV® across various placements. The group’s influence was further highlighted by a carousel post featuring member Jungwon, which alone amassed $1 million in MIV®. Following ENHYPEN‘s impressive figure was Miss Universe 2015 Pia Wurtzbach with $3.4 million, Win Metawin with $2.9 million, Pruk Panich with $2.4 million, and Halle Bailey with $1.7 million.
Lefty reports that #ENHYPEN is the Most Visible Influencer during the Womenswear SS24 Milan Fashion Week, generating a total of $11.1M in Earned Media Value (EMV) and 10.2% Engagement Rate for @Prada, with 8 posts.
The group generating $11.1M alone equates to almost a quarter of… pic.twitter.com/GMjYEoB8TU
— ENHYPEN UPDATES (@enhypenupdates) September 29, 2023
ENHYPEN is leading the charge
ENHYPEN‘s influence isn’t a one-off event. As reported by EnVi, the K-pop million-selling band had previously made a significant impact during the Milan Fashion Week menswear FW23 season, accumulating an astounding $11.2 million in MIV®—a figure unprecedented at any Prada show.
Media Impact Value™, a proprietary algorithm by Launchmetrics, measures the impact of media placements across various channels, allowing brands to gauge the ROI of their marketing activities. Using MIV® as a benchmark, brands can quantify the buzz generated by celebrities and influencers in monetary terms, compare success strategies across markets, and even benchmark their performance against competitors.
The data from Launchmetrics underscores a broader trend: the rising influence of K-pop, Thai, and Filipino stars in the fashion industry. This year alone, numerous fashion brands have recognized the potential of APAC celebrities, tapping into their vast communities and fandoms. With their unique style and significant social media pull, these stars are poised to redefine the fashion landscape. Events like Fashion Week are the perfect platform to showcase their growing influence and industry reputation.
In conclusion, as the fashion world evolves, the intersection of K-pop and high fashion is becoming increasingly prominent. The wonderful thing is that ENHYPEN is leading the charge. – K-Pop News Writer
Featured Image: ENHYPEN outpaced top international stars. Bravo! Source: Vogue Singapore.