The Men’s SS25 Fashion Week Debrief
As the Spring/Summer 2025 Men’s show drew to a close, we found K-Pop stars and Thai drama talent continued to drive noise, and, with the Paris Olympics just around the corner, the FROW came peppered with athletes. This contributed to a total $221.7 million EMV (Earned Media Value) — a 23% growth year on year — according to Lefty data.
But who were the key profiles that cut through the noise? Which brand strategies succeeded in conjuring up media value?
APAC stars continue to have their moment, dominating the overall influencer rankings. While Dior invited the top #3 KOLs, of K-Pop bands TXT and Astro, alongside Thai actor Phakphum Romsaithong, nicknamed Mile, Prada Group partnered with rising South Korean actor Byeon Woo-seok, the lead in recent 2024 series, ‘Lovely Runner’. Karla Otto client Zegna saw its EMV boosted by Thai actors Nattawat Jirochtikul, AKA Fourth, and Norawit Titicharoenrak, AKA Gemini, growing 636% year on year, according to Lefty data. Brands that are investing in long-term partnerships with APAC celebrities are being rewarded with consistent growth in media value.
Another region to keep on your radar is LATAM. The World Bank forecasts that the GDP in the region will expand by 1.6% in 2024, and 2.7% and 2.6% are expected for 2025 and 2026, meaning brands are looking for ways to resonate with these audiences via key figures in the region. While reggaeton continues to hold significant weight — Puerto Rican singers Anuel AA and Ozuna were seen at AMIRI , KidSuper and Karla Otto client Louis Gabriel Nouchi LGN, each generating $2.3M EMV and $763K EMV respectively, according to Lefty data — new genres are on the rise. Mexican singer-songwriter Christian Nodal, known for popularising ‘mariacheño’, a fusion genre between mariachi and norteño music, was seen at Dior and Rick Owens, contributing a strong $1M in EMV, as per Lefty data. With a style that resonates with the current cowboy trend, Nodal is a key profile bringing freshness and buzz.
Meanwhile, the power of the celebrity brand remains clear. Pharrell Williams’ latest men’s collection for Louis Vuitton earned $31.7M EMV, and a #2 spot in the overall rankings, while A$AP Rocky’s surprise fashion show with AWGE — which saw Rihanna sitting front row, earning over 3M video views on TikTok — earned a strong $1.9M EMV, and a spot in Paris’ top 9 brands, according to Lefty data.
As consumers seek brands that align with their values, a celebrity ambassador who advocates for societal issues can help resonate. Pharrell Williams’ show, held at the Unesco headquarters, highlighted a group of creatives called 'Air Afrique', a vehicle for diasporic discussion and design. A$AP Rocky’s Awge saw slogans including 'AMERICAN SABOTAGE' and 'POLITICAL SATIRE', while 'NO WAR' fans were handed out at the entrance.
While influencer marketing remains a key media driver, other marketing strategies helped propel brands to the top of the rankings. Namely, Loewe continues to excel at TikTok. A highlight this season was when the brand offered a fan waiting outside a chance to attend the show and meet her idol, Thai actor Phuwin Tangsakyuen. The video accumulated over 700k views in a few days, but it speaks to a wider democratisation of fashion made even more significant with TikTok. The brand also regularly shares behind-the-scenes footage and craft videos showcasing how pieces are made, which all contribute to the brand’s $13.9M EMV and #4 spot overall, according to Lefty data.
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