Dior Leads Paris Fashion Week EMV, Thai Actresses Drive 56%

Dior Drives Paris Fashion Week EMV Growth

Paris Fashion Week (PFW) for the Spring 2027 collections generated $795.8 million in earned media value (EMV), marking a 59% increase from the previous year. Data from Lefty and Karla Otto reveals that luxury house Dior was the primary driver of this growth, contributing 91% of the year-on-year rise.

Without Dior's influence, the overall EMV growth for PFW would have been a modest 6.3%. Dior's EMV reached $360 million, significantly outpacing other major brands. Schiaparelli followed with $63.5 million, Chanel with $56.7 million, Miu Miu at $46.1 million, and Louis Vuitton at $37.5 million.

Lefty calculated these figures by tracking Instagram in-feed content mentioning brands from accounts with over 10,000 followers between September 28 and October 7, applying a $100 cost per thousand impressions to estimate advertising value.

Asian Talent Boosts Dior's Visibility

A substantial portion of Dior's earned media value during Paris Fashion Week stemmed from Asian talent. Thai actresses Orm Kornnaphat and Lingling Kwong collectively generated 56% of the house's EMV. Their content extended beyond the runway, featuring their journeys from Thailand, fitting sessions, and time spent in Paris.

Laura Rocha from Lefty noted that their beauty teams played a critical role in expanding this coverage through collaborative posts. These collaborations led to significant engagement for the profiles of beauty professionals, which is not typically seen in top rankings.

For instance, makeup artist Homeless Makeup ranked third among all profiles across Paris, with content linked to Dior, Chanel, and Schiaparelli, while hairstylist Sarawut Lapa secured the fourth position. This shows how celebrity beauty professionals are becoming significant content creators themselves.

Beyond the Runway: Product Demand and Content Strategy

The attention generated during fashion weeks now extends beyond the show itself, creating a broader content ecosystem. Anna Ross of Karla Otto highlighted that interest spans fittings, backstage interviews, and celebrity interactions. This extended content can translate into tangible product interest.

Fashionphile's 2026 resale report showed a 133% year-on-year surge in searches for Dior Book Totes when Jonathan Anderson’s designs became available in stores last January.

Similarly, Chanel experienced strong demand for designs by Blazy, with Fashionphile paying sellers above retail for specific bags, including 15% above for the Urban Essential and 13% for both the Souplissimo and Archetype Tote.

Ashley Muench, CEO of Scène Studios, suggests brands can maximize this by planning content capture for post-event product-focused ads, ensuring they record formats that have a proven conversion rate alongside editorial material.

Implications for Asia's Beauty Brands

Asian beauty brands can learn from Dior's strategy of leveraging regional talent and their associated beauty professionals to drive significant earned media value.

Identifying and collaborating with influential Asian celebrities and their "beauty squads"—makeup artists and hairstylists—can create multifaceted content streams that resonate deeply with audiences, extending buzz beyond traditional fashion events.

Brands should prioritize capturing diverse visual assets during events, from behind-the-scenes moments to detailed product shots, which can then be repurposed for targeted digital campaigns. This approach helps connect event-driven social media engagement directly to consumer interest in specific products, as seen with the increased demand for Dior and Chanel items.

By integrating proven creative formats into event planning, Asian brands can transform event attendance into measurable commercial impact.