po polsku
illustration: DALL-EThe 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.
COMMERCIAL BREAK
New articles in section Media industry
Freelancers 2025 in media and advertising. Useme report
Krzysztof Fiedorek
The modern media and communication market presents entirely new challenges for independent creators. Traditional services are giving way to more complex forms of messaging. The most popular industries in which Polish freelancers operate focus on companies' online presence and visual content.
Video content in Poland. What and how we watch
Paweł Sobczak
Video content is watched remotely, but streaming services are mainly enjoyed in the comfort of home. This is how the consumption of audiovisual content by Poles in 2025 can be summarized. This is the result of an analysis of a study conducted by SW Research and data from the company MEGOGO.
How artificial intelligence misrepresents the news. PBC analysis
Sylwia Markowska
In news summaries generated by the most popular models in Polish, as many as 46% of responses contained at least one significant error, 27% had serious issues with sources (missing, misleading, or incorrect), and 19% contained hallucinations and outdated information.
See articles on a similar topic:
Reading Industry Magazines in Poland 2024: PBC Report
Sylwia Markowska
76% of readers of industry magazines are responsible for purchasing decisions in their workplace. To deepen the understanding of the role of industry press and how it is read, PBC surveyed 2051 respondents from 5 different sectors, gaining the latest insights into the reading habits of this segment of the press in Poland.
Clickbait Uncovered. How Online Headlines Evolved Over 25 Years
Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.
Advertising market 2025. Poland, Europe and the World
Marcin Grządka
The global advertising market is growing by 8.8% in 2025 and will reach a value of 1.14 trillion dollars. The industry result in Europe records slightly lower dynamics, at the level of 5.8%. In this comparison, Poland performs clearly above the average. We will record an increase of 8.9% this year and a value of 18.56 billion PLN - estimates WPP Media in the annual report "This Year Next Year".
COVID-Skeptics in Media. Dentsu Agency Study
BARD
A significant presence of COVID-skepticism, which downplays the pandemic or focuses on conspiracy theories, accounts for approximately 8% of online content related to the coronavirus. The primary sources of knowledge about COVID-19 and the current situation are the internet, social media, television, and increasingly, family and friends.
