Filipino talent made a strong showing during Fashion Month, generating $9.8 million in media impact value (MIV) across 97 posts at Paris Fashion Week, according to Vogue Business. the Philippines ranked as the fourth-largest market for celebrity MIV at the event, behind Thailand, South Korea and China, and ahead of the United States and Japan.

The momentum extended to New York and Milan. Heart Evangelista was among Milan Fashion Week’s five leading celebrity voices, with $9.8 million in MIV, and was New York Fashion Week’s top celebrity voice, generating $7.6 million. Tennis player Alex Eala also drew attention in New York after attending Calvin Klein.

Vogue Business featured a group of emerging Filipino names whose social reach and brand activity could make them relevant to luxury and fashion companies. The selection draws on Launchmetrics’ growth and Voice Echo analysis, alongside consultations with Vogue’s global editorial teams.

Eala, 21, is a leading figure in the group. She won the girls’ singles title at the 2022 US Open and has since become the highest-ranked Filipino and Southeast Asian player in WTA Tour history. Her recent fashion appearances have included shows by Calvin Klein, Michael Kors and Chanel. Launchmetrics figures cited by Vogue Business put her average Instagram post at $384,000 in MIV, with an average engagement rate of 17.61%.

Other featured talents span entertainment and social media. Actor and singer Atasha Muhlach hosts Eat Bulaga! and has appeared in the series Da Pers Family and Bad Genius. Dancer Niana Guerrero, known for her TikTok videos, has 46.6 million followers on the platform and 15.5 million on Instagram. Her average TikTok post generates $340,000 in MIV, according to the report.

Actors Elijah Canlas and Gab Pangilinan are also included. Canlas, who began acting at 14, has appeared in films including Edward and Kalel, 15 and is set to feature in the crime drama Jaguar, scheduled to premiere in 2027. Pangilinan works across musical theatre, film and music, and recently completed a run as Mary Magdalene in Jesus Christ Superstar in Manila.

The wider list includes singer-songwriter Jason Dhakal, soccer player and model Santino Rosales, New York-based Filipino-Irish model Siobhan Moylan and painter Anna Bautista. Vogue Business also names singer and actor Kakie Pangilinan, chef Don Baldosano, environmentalists Tasha and Bella Tanjutco, businessman Sebastian “Basti” Escalante, and actors Gabby Padilla and Therese Malvar as emerging figures for brands to follow.

Launchmetrics CMO Alison Bringé said Filipino talent has loyal, engaged audiences whose conversations extend beyond the stars’ own social posts. The report’s methodology considers both direct impact and indirect “echo” from coverage and audience engagement. Bringé said that, on average, indirect impact accounted for 77% of MIV in celebrity-led campaigns.

Sources: Vogue.