The SS27 Men's Fashion Week has recently concluded in Milan and Paris. As the pinnacle event of the fashion calendar, the Earned Media Value (EMV) generated by attending celebrities has not only become a hot topic among fandoms, but also serves as a crucial benchmark for luxury brands to measure an artist's commercial value, brand alignment, and curatorial vision.
Who Attended?
This season's SS27 Men's Fashion Week featured a star-studded lineup across highly anticipated luxury houses:
- Dior: Attended by Jimin (BTS), CORTIS, Deng Wei, and Yushi.
- Louis Vuitton: Attended by J-Hope (BTS), Gong Jun, and Jackson Wang.
- Saint Laurent (YSL): Attended by CORTIS.
- Celine: Attended by V (BTS).
- Prada: Attended by ENHYPEN, Jaehyun (NCT), Louis Partridge.
And more.
Data Reference
The Instagram account @styleanalytics recently published preliminary EMV data generated by various artists on Instagram during the fashion week. According to their metrics, Jimin (BTS) racked up over 1.2 million total engagements for Dior, followed sequentially by ENHYPEN (at Prada), Deng Wei (at Dior), Jaehyun (at Prada), CORTIS (at Dior), and Louis Partridge (at Prada).However, it is vital to note that this data is strictly confined to Instagram. A rigorous evaluation of EMV must encompass a comprehensive multi-platform analysis across all social media channels, including but not limited to X (formerly Twitter), Instagram, and Facebook. While the @styleanalytics data is incomplete, it remains highly valuable as an initial reference.
To provide broader context, let us look at the historical EMV milestones achieved by these artists (sourced from Lefty):
- V (BTS): Generated $13.1M in EMV during Paris Fashion Week SS26.
- J-Hope (BTS): Generated $6.68M in EMV across Paris Menswear AW25 and Milan Menswear AW25.
- Jimin (BTS): Generated approximately $5.87M in EMV during Paris Fashion Week SS26.
- Jaehyun (NCT): Generated $5M in EMV during Milan Fashion Week Womenswear SS25.
- ENHYPEN: Generated $2.33M in EMV during Milan Men's Fashion Week FW26.
- Louis Partridge: Generated $2.3M in EMV during Milan Men's Fashion Week SS24.
- Deng Wei (Chinese Actor): Generated an impressive $15M in EMV on Weibo during Paris Fashion Week SS26.
Influencing Factors
As a metric that gauges social media buzz, EMV fluctuates across multiple dimensions. It is heavily influenced by the overall public attention of the fashion week itself, the artist's current career cycle and momentum, the organizational strength of fanbases versus fandom fatigue, as well as the proprietary algorithms and anti-spam filters deployed by tracking platforms. Ultimately, EMV is the byproduct of a complex, multi-layered ecosystem.
For our final evaluation and predictions, we will rely on the integrated, professional data provided by Lefty and VOGUE Business as the definitive industry standards.
