The four T-Pop artistes who attended Milan Fashion Week not only added to the event’s star power, their presence has also helped increase brand value and engagement.
An analysis by online fashion platform Lefty listed the top 15 influencers of the Milan Fashion Week’s Spring/Summer 2025 Menswear shows, ranked according to their Earned Media Value (EMV).
EMV is a marketing term that refers to the worth of publicity gained through organic means – not through paid advertising.
In the top five were the Riser Music trio of Win Metawin, Fourth Nattawat and Gemini Norawit.
Win ranked second, with US$5.3 million in EMV, while Fourth raked in US$4.68 million and Gemini with US$4.47 million. Billkin Puttipong, meanwhile, was at 12th place, with just over US$1 million in EMV.
Win attended the Prada show on 16 June, while Gemini and Fourth attended Zegna’s show a day later. Billkin was at the Gucci show on 17 June as well.
The addition of the actor-singers to the celebrity line-up has largely paid off for the fashion houses. Lefty’s analysis showed that the three fashion houses that collaborated with the T-Pop artistes were among the top five brands by engagement levels.
Lefty also found that Gucci’s EMV more than double compared to last year’s spring/summer show. The Gemini-Fourth effect was also felt in the house of Zegna, which recorded a seven-fold jump in engagement.
In its report, Lefty states: “Notably, Zegna saw unprecedented visibility this season due to their strategic collaborations with emerging Thai stars who are shaping the fashion industry: (Fourth) Nattawat Jirochtikul and…(Gemini) Norawit Titicharoenrak.”
Other celebrites to make the line-up mostly comprise Korean artistes, like actor-model Byeon Woo-Seok, Stray Kids member Bang Chan as well as boy group Enhyphen.
