The musical chairs of the luxury creative directors and unconventional brand ambassadors led to the most media impact value so far in 2025.

That was the finding of Launchmetrics ’ year-in-review data, released last week.

The conversation in 2025 was dominated by creative director appointments at luxury houses and brands and drove “significant spikes” for the brands involved, said Katherine Knight, vice president of Launchmetrics .

The top performer was Demna at Gucci , which generated $15.1 million in MIV, she said, followed by Matthiew Blazy at Chanel at $13.4 million and Jonathan Anderson at Dior at $13 million.

But it wasn’t just their appointments that attracted attention. When they presented their first collections, it “amplified this impact further,” she said. During Mila

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