Save this story Save Story Save this story 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.
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.
Known for : Being the highest-ranking Filipino and Southeast Asian in WTA Tour history
Brand affiliations : Rhett Eala — $1.1 million in MIV ($310,000 from direct impact; $767,000 from indirect echo), Chanel — $2.6 million in MIV ($531,000 from direct impact; $2.1 million from indirect echo), Calvin Klein — $1.8 million in MIV ($454,000 from direct impact; $1.3 million from indirect echo)
Actor and singer Atasha Muhlach has just wrapped her role as Annie Batungbakal in the musical Bongga Ka, 'Day! in Manila. She also hosts the TV show Eat Bulaga! , which she began working on in 2023, the same year she released her first single. She’s been starring as Annie Batungbakal onstage since September, and recently featured in the series Da Pers Family and Bad Genius . Muhlach has appeared on the covers of Filipino editions of Tatler and L’Officiel .
Known for : Eat Bulaga! , Da Pers Family , Bad Genius
Brand affiliations : Bvlgari — $44,700 in MIV ($44,300 from direct impact; $469 from indirect echo), Bench — $183,000 in MIV ($20,000 from direct impact; $163,000 from indirect echo)
Dancer Niana Guerrero got her start on YouTube in 2017, where she became known for her dance videos, and swiftly moved to TikTok in late 2019. She now boasts over 40 million followers on the platform. Recent cameos in her dancing videos have included Icelandic singer Laufey and British singer Flowerovlove, with whom she performed onstage at Coachella in April. (Guerrero’s siblings often feature alongside her in her videos, too.)
Brand affiliations : Polo Ralph Lauren (May) — $513,000 in MIV ($513,000 from direct impact), Polo Ralph Lauren (July) — $360,000 in MIV ($360,000 from direct impact), Francis Libiran — $450,000 in MIV ($327,000 from direct impact; $123,000 from indirect echo)
Average engagement rate (Instagram) : 1.09%
Actor Elijah Canlas is one of the Philippines’ fastest-rising young actors, after debuting in his first role — in Sundalong Kanin — at age 14. He’s starred in films including Edward and Kalel, 15 , as well as the YouTube series Gameboys. He stars in the Edgar Jopson biopic Edjop , which delves into the life of the Filipino activist. Next, he’s set to feature in the forthcoming crime drama Jaguar, set in Manila , which will premiere in 2027.
Brand affiliations : Pentshoppe (Filipino brand) — $13,700 in MIV ($5,500 from direct impact; $8,200 from indirect echo), Nike — $3,100 in MIV ($3,100 from direct impact)
Filipino-Nepalese singer-songwriter Jason Dhakal was born in Oman and moved to the Philippines back in 2017. His debut album, Lovesound , was released in 2020, followed by his second, Being , in 2023. Dhakal’s third album, Escape! , was released in August, and he’s currently on tour around Manila. Earlier this year, Dhakal, 26, left his big label, where he was previously signed, to go independent. Escape! was released via indie music platform ONErpm Philippines.
Brand affiliations : Loewe and Victoria Beckham — $8,000 in MIV ($8,000 from direct impact), Comme des Garçons — $16,900 in MIV ($1,700 from direct impact; $15,200 from indirect echo)
Actor Gab Pangilinan got her start on-stage doing musical theater, which is still her primary work, though she’s emerged as a triple threat, working on-screen and in music as well. She starred in the web series Still in 2021, and her second film, Edjop , released in September. Pangilinan recently wrapped her role as Mary Magdalene in Jesus Christ Superstar in Manila, and soon, she’ll star in the stage production Gabriella .
Brand affiliations : ḢA.MÜ — $3,200 in MIV ($3,200 from direct impact), Sassa Jimenez — $1,900 in MIV ($1,900 from direct impact), Uniqlo x JW Anderson — $3,800 in MIV ($3,800 from direct impact)
Average engagement rate (Instagram) : 1.2%
Santino Rosales is a soccer player and model, and currently plays for the Maharlika soccer team. He most recently featured in Rabanne’s Invictus Elixir fragrance campaign, and his Instagram feed is a mix of soccer, brand events, and food snaps, reflective of the balance of his two careers. Rosales recently featured on the cover of V Man Southeast Asia.
Known for : His work on the soccer pitch and in front of the camera
Brand affiliations : Rabanne — $1,700 in MIV ($1,700 from direct impact), Boss — $10,000 in MIV ($9,600 from direct impact; $477 from indirect echo), Dior — $4,900 in MIV ($4,900 from direct impact), Ferragamo — $3,800 in MIV ($3,800 from direct impact)
Filipino-Irish model Siobhan Moylan is based in New York now (for work), but grew up in the Philippines. Though she’s three years into living in the US, she kicked off the year with a L’Officiel Philippines cover, and is one to watch for major brands keen to tap fresh faces. She also makes TikToks recreating runway beauty looks.
Brand affiliations : Celine — $15,300 in MIV ($15,300 from indirect echo)
Painter Anna Bautista’s following is still relatively niche, but she’s fast gaining traction in the art world. Brands are catching on, too — she’s already worked with luxury houses like Tiffany & Co., as well as the likes of Levi’s and, most recently, Nike. She was the youngest artist in the group that her management, DF Art Agency, brought to Paris for its exhibition last month.
Known for : Her painting — across both art and fashion
Brand affiliations : Nike — $4,200 in MIV ($4,200 from direct impact)
These are the up-and-comers who are key for brands to keep an eye on as their stars continue to rise.
Kakie Pangilinan is a singer and actor who graduated from New York City’s The New School last year. She’s having a busy 2026, with the release of her latest single, Kontrabida , and her forthcoming role in Edjop alongside Canlas.
Don Baldosano is a 27-year-old chef who won the first Michelin Guide Young Chef Award in the Philippines last year. He currently runs Linamnam, a 10-seat restaurant in Manila.
Sisters Tasha and Bella Tanjutco are environmentalists who work with designers and artists to help invigorate their climate work, focusing on collaboration and creativity.
Sebastian “Basti” Escalante is a 28-year-old businessman who also works in the restaurant space. He’s working to bring his restaurateur father’s Antonio’s Group into its next era, with expansion into Metro Manila.
Gabby Padilla is an actor known for both her film and theatre work, including films Billie and Emma and Gitling .
Therese Malvar is a 26-year-old actor who has gained traction in recent years after getting her start in Ang Huling Cha-Cha ni Anita back when she was 13.
While influencer marketing once stopped at deliverables — how many posts or stories the talent would share, media impact value (MIV) now goes far beyond those static posts. “These ambassadors are gateways to PR coverage [and brands] need to 360-degree measure the direct and the indirect impact,” says Launchmetrics CMO Alison Bringé. “Additionally, there’s that layer of their own social media channels and how these campaigns are being engaged with by their own community.”
On average, when looking at celebrity-driven campaigns, 77% of MIV came from the indirect category, Bringé says. “It’s insane because there are still some very unsavvy brands that are just thinking about the deliverables and ‘how many posts can I get from you?’” she says. “They need to be thinking about how they can create virality instead.” Data gathered by Launchmetrics includes average MIV generated by placements with talent, including voice echo numbers for brands that the company tracks.
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Source: Lifestyle
