It-Kids is a series in which Vogue Business spotlights the up-and-coming global talent brands need to know, in partnership with Launchmetrics and global Vogue editions.
During Fashion Month, Filipino talent proved to be the breakout stars.
The Philippines was the fourth-biggest market for celebrity media impact value (MIV) at Paris Fashion Week, surpassed only by Thai, South Korean, and Chinese talent, and beating out the US and Japan. Across 97 total posts, Filipino talent generated $9.8 million in MIV for the week.
Before Paris, at New York and Milan fashion weeks, Filipino talent also outperformed. Fashion industry darling Heart Evangelista, one of the Philippines’ buzziest stars (she started out as a child actor and is now an influencer and beauty founder), was one of MFW’s top five celebrity voices, generating $9.8 million in MIV, and was the only non-Thai celebrity in the week’s top three. Evangelista was also NYFW’s top celebrity voice, generating $7.6 million in MIV alone, accounting for roughly 17% of all celebrity MIV for the week. Tennis player Alex Eala was another NYFW hit after appearing at Calvin Klein.
It comes off a big summer for up-and-coming Filipino stars. Eala made an international splash and has already dipped her toes into the fashion world, attending Tory Burch and Calvin Klein fashion shows during New York Fashion Week. Late last month, the animated film Forgotten Island hit theaters, based on Filipino folklore and featuring Filipino and African-American talent H.E.R and Liza Soberano, and was met with overwhelmingly positive reviews — despite underperforming at the North American box office, thanks in part to steep competition from releases including Primetime and Avengers Endgame: Encore.
“The Philippines is producing a generation of talent that brands are only beginning to tap. Their audiences are loyal and deeply engaged, and the conversation around them travels well beyond their own posts,” says Launchmetrics CMO Alison Bringé.
Here’s a list of some of the fastest-growing Filipino names, based on their social media followings, content and reach, per Launchmetrics’s growth and Voice Echo analysis, as well as global Vogue editorial consultations.
Alex Eala
Tennis player Alex Eala has had a big year. The 21-year-old has become a closely watched sportsperson since her breakthrough win at the 2022 US Open, when she won the girls’ singles title. Then, she became the Philippines’ first Grand Slam champion (and landed the cover of Vogue Philippines shortly after). Since then, she’s established herself as the highest-ranking Filipino and Southeast Asian in WTA Tour history. Throughout her rise, Eala has dabbled in fashion, and this season attended shows including Calvin Klein, Michael Kors, and Chanel. Expect to see her on the circuit in seasons to come — when she has a moment between Grand Slam matches.
