Recently, data analysis platform Lefty announced a ranking of the most influential stars and those who bring the highest media value to fashion brands, within the framework of Paris Women's Fashion Week Spring Summer 2025.
Lefty's metrics are based on post analysis and engagement on Instagram, ultimately showing the impact media value (EMV) that guests and celebrities bring to the brand.
According to Lefty, Dior is the leading brand in terms of brand media value (EMV) this season with $61.9 million. The brand maintained its No. 1 position by recruiting famous personalities and ambassadors, such as Thai actor Apo Nattawin and global ambassador Jisoo from Blackpink.
Saint Laurent ranked second with a solid 23% growth in EMV compared to the previous season. The brand's partnership with global ambassador Rose (Blackpink) has generated significant visibility on Instagram.
Lefty emphasized that this season, collaborations with Korean and Thai stars, especially brand ambassadors and members of Blackpink, are the main drivers that bring brands to the top of the media value rankings.
The 4 brands that Blackpink members are ambassadors for took up the top 4 spots in the Top 5 brands with the highest EMV:
1. Dior: $61.9 million EMV (ambassador Jisoo)
2. Saint Laurent: $35.5 million EMV (ambassador Rose)
3. Chanel: $32.2 million EMV (ambassador Jennie)
4. Louis Vuitton: $24.1 million EMV (ambassador Lisa)
5. Miu Miu: EMV 22.7 million USD EMV
Meanwhile, Rose (Blackpink) is the Kpop idol with the highest media value this season. With 3 Instagram posts tagging Saint Laurent, Rose generated 11.2 million USD EMV, ranking 3rd on the list of stars with the highest EMV.
Kylie Jenner takes the top spot with $20.3 million EMV across 11 posts for brands Atlein, Schiaparelli and Coperni. Thai actor Apo Nattawin takes the second spot with $14.3 million EMV across 16 Instagram posts for Dior.
Blackpink member Jisoo made it into the top 5, generating $8.6 million in EMV for Dior with just two posts. She was followed by rapper Cardi B in fourth place, generating $10.3 million in EMV with six posts for six different brands (Balmain, Rabanne, Rick Owens, Mugler…).
Blackpink's youngest member Lisa entered the top 8 with 7.5 million USD EMV for Louis Vuitton.
In the top 10, there are also a number of other Korean stars such as Nam Joo Hyuk ranked 6th, Cha Eun Woo (Astro) ranked 7th, Jang Won Young (IVE) ranked 9th.
