The most valuable female personal brands in Polish fashion. IMM report

illustration: DALL-E

The face of fashion in Poland is changing - and it`s happening on screens, not just catwalks. According to the latest report by the Institute of Media Monitoring and Forbes Women, personal brands in fashion now gain value through visibility and influence rather than tradition.

In the “Top 100 Most Valuable Female Personal Brands in Poland 2025” report, media coverage was analyzed across TV, radio, print, web, and social platforms. Only neutral or positive mentions were included. The final ranking was based on Advertising Value Equivalent (AVE) - a method that estimates how much the coverage would cost if it were paid advertising.

Name	Media Value (PLN million)	Media Reach (million)
Maffashion	81.9	536.7
Anja Rubik	56.2	237.7
Jessica Mercedes	52.5	275.1
Joanna Przetakiewicz	50.4	211.1
Magda Butrym	40.7	70.4
Gosia Baczyńska	25.7	30.1
Ewa Minge	23.4	63.6
Zofia Ślotała	21.7	20.9
Karolina Pisarek	20.9	57.7
Joanna Horodyńska	18.1	30.2

Together, the top ten fashion personalities generated over 1.5 billion media contacts, translating into a staggering PLN 390 million in total media value - a figure that rivals full-year marketing budgets of global fashion brands.

Maffashion, Rubik and Mercedes

At the top of the list is Julia Kuczyńska, known online as Maffashion. Her personal brand reached a media value of PLN 81.9 million, with over 536 million media contacts - that’s about 17 appearances per person in the 15+ age group.

Maffashion started as a fashion blogger and evolved into a full-fledged media personality. In the past year, she starred in “Dancing with the Stars”, sat on beauty award juries, walked red carpets, and drove massive engagement on Instagram - over 3.5 million interactions, the highest across all ranked figures.

Second place goes to Anja Rubik, whose brand was valued at PLN 56.2 million, with a reach of 237.7 million. A globally renowned supermodel, Rubik now channels her influence into activism. Through her foundation Sexed.pl, she pushes for proper sex education in Poland and speaks at conferences like Impact’25. She also received the Freedom of Speech Medal from the Grand Press Foundation.


Jessica Mercedes, another early influencer, took third place with PLN 52.5 million AVE and 275 million in media reach. Known for launching Veclaim and Moiess, she blends business with personal branding. Last year, she appeared on “Asia Express”, attended fashion weeks in New York and Paris, and co-hosted a charity auction with Magda Gessler.

All you need is a strong message

Behind the top three, names like Joanna Przetakiewicz and Magda Butrym demonstrate that designer status still carries weight - but must be backed by media savvy. Meanwhile, long-established fashion figures like Ewa Minge, Gosia Baczyńska, and Joanna Horodyńska continue to command attention.

Before 2010, building a fashion brand required access to industry events and glossy magazines. Now, it starts on Instagram. You no longer need to be a top model or luxury designer to make it in fashion. All you need is a strong message, creativity, and a loyal online audience.

Influencer marketing seems to be the new infrastructure of fashion success. Authenticity, relatability, and consistent digital presence are the engines behind the most valuable names in the industry. You can find the full ranking of The 100 most valuable female personal brands in Poland ‘25 in the July issue of "Forbes Women" Poland.