For Heart Evangelista, authenticity is the driving force behind her creative pursuits in the field of entertainment, art, fashion, and endorsements.

Embracing her individuality and making her “kaartehan” part of her celebrated signature have led to her success as lead actress and fashion icon.

But in addition, the celebrated signature has made her pivot to the Philippines’ Most In-Demand Female Endorser.

HEART EVANGELISTA: From Actress to Artist

Heart Evangelista’s journey to the limelight began early. She captivated audiences as a teen star in youth-oriented TV shows like G-mik (1999-2002) and Berks (2002-2004).

Her lovely face and marked presence have seen her evolve into a more versatile actress, with memorable roles in dramas like Hiram (2004), Panday (2005), Hiram na Mukha (2007), and Legacy (2012).

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She also proved her flair for romantic comedies with hits like Full House (2009), Juan Happy Love Story (2016), My Korean Jagiya (2017-2018), and I Left My Heart in Sorsogon (2021-2022).

“Acting has always been my first love,” Heart has said.

Yet, as her acting career flourished, so did the side of her that craved for creative expression outside showbiz.

This side shone through the act of painting, a passion she had nurtured since childhood. In San Francisco, she would paint on the walls of their home, inspired by artists Paul Klee, Frida Kahlo, Matisse, and Gustav Klimt.

Over more recent years, she has earned recognition for her hand-painted works, particularly where these transform very pricey Hermès Birkin bags into personalized art pieces.

“Painting is therapeutic,” Heart adds. “It’s another way I share myself with others.”

Her collaborations with artists like Brandon Boyd and high-profile commissions from celebrities and public figures have further grown her reputation as an artist.

Painting has thus became another defining facet of her individuality, helping to shape her into a multi-dimensional creative force.

HEART EVANGELISTA FINDS HER PLACE IN FASHION

In 2017, Heart made her official debut on the global fashion scene at Paris Fashion Week.

Attending shows for renowned designers like Schiaparelli, Georges Hobeika, Giambattista Valli, Elie Saab, Ulyana Sergeenko, Ralph & Russo, and Zuhair Murad, she slowly but surely made a name for herself in that circle..

For Heart, it wasn’t just about the glamor or being seen—it was about pursuing something she loved deeply.

“The reason why I joined fashion week was because I grew up in a system where it’s super competitive,” she shares in her I AM HEART EP 5 vlog. “When one episode of your soap opera doesn’t do well in terms of rating, you’re gonna be axed out. I entered fashion week because I love it so much.”

Her understanding of the creative process, honed through acting and painting, enabled her to navigate, and ultimately thrive in, the competitive fashion industry.

As her presence at fashion weeks and international engagements grew, so did her understanding of the industry.

She became a seasoned player, mastering the art of working with brands and forging relationships with fashion luminaries, including Hermès executive Michael Coste, French fashion designer Christian Louboutin, and Crazy Rich Asians author Kevin Kwan.

Reflecting on her journey, Heart recalls, “I’ve always been very kikay,” admitting that her penchant for style often earned her the label “maarte.” Rather than shy away from the term, she embraced it fully, seeing it as part of her identity.

Her published book, This is Me, Love Marie (2015), serves as a manifesto of her self-expression. In its pages, Heart shares how leaning into her personality—and her love for all things “maarte”—would eventually help pave the way for her ascent in the fashion world.

Kwan, whom she credits as a pivotal figure in her fashion journey, introduced her to Paris Fashion Week via a Harper’s Bazaar feature. “Kevin Kwan would be another archangel of mine,” she says in the first episode of Heartworld.

“We became friends on Instagram, and he eventually asked if I could do the Harper’s Bazaar feature. Because of that, I got into Fashion Week, which was just a dream.”

HEART’S INFLUENCE

Heart has, through the years, developed a distinct approach when it comes to brand partnerships and endorsements.

She has mastered the art of seamlessly balancing global luxury with local brands. She represents some of the world’s most iconic brands, including Louis Vuitton, Dior, Fendi, Cartier, Hermès, and Lancaster, while also championing homegrown brands like Luxe Organix, Metrobank, Purefoods, and Poten-Cee, among others.

Her authenticity has made her a trusted voice among fans and followers embracing hashtags like #HeartMadeMeDoIt to showcase how her influence inspires their personal choices.

From August 8, 2023, to August 8, 2024, Heart Evangelista’s social media presence has generated impressive engagement metrics, reflecting her ability to drive brand success and underscoring her exceptional value and influence in the market.

According to Crowdtangle, a public insights tool from Meta, she garnered a total of 14,768,944 interactions across 19,510 posts, averaging 1,230,745 interactions per post, highlighting her immense online influence.

Confirming her status as a top-tier influencer and brand ambassador in the country is data from Klear, an end-to-end influencer marketing platform, which reveals that Heart boasts an impressive Influencer score of 99/100, with an estimated price ranging from PHP274K to PHP2.4M pero Instagram story, video, or post.

With over 55 local and international endorsements/collabs as of September 2023-September 2024, the Kapuso star’s undeniable impact rightfully earns her the title of PEP’s Most Influential and Most In-demand Female Endorser.

What sets her apart is the breadth of her endorsements/collabs—covering various categories, some of which overlap—proving her unmatched appeal to both luxury and mass-market brands.

Despite not appearing in a television show or film from September 2023 to 2024, she remained omnipresent in the public consciousness through print ads, digital campaigns, billboards, and TV commercials, a testament to her enduring relevance and the strength of her personal brand, rightfully earning the Philippines’ most sought-after female endorser.

Her reach extends globally as well, gracing the pages of international magazines such as Vogue, Tatler, Harper’s Bazaar Singapore, GLAM Malaysia, and Bazaar Indonesia.

Heart’s front-row appearances at international fashion week, often alongside fashion icons and celebrities, have also established her name in the elite fashion scene.

Her remarkable ability to stay relevant, even without the traditional anchor of a TV show or a movie, speaks volumes about her power as a brand.

“Authenticity can be your soft power,” she says in a recent interview for a lifestyle brand to define her approach to life and work.

With a name that resonates globally, Heart Evangelista continues to prove that she is, indeed, at the heart of it all.