Heart Evangelista is once again the talk of the town after her longtime makeup artist Memay Francisco casually revealed that the actress-fashion icon is “the second biggest buyer of Yves Saint Laurent (YSL) worldwide.”
The claim came in the comments section of Evangelista’s Instagram post flaunting her latest YSL look. Francisco hyped the photos as an “organic editorial pasabog fall collection,” then followed it with: “With the second biggest buyer of the whole wide world (consistently!!!) #QueenofYSL.”
A screenshot of the remark quickly spread on Reddit, where netizens were divided. Some were in awe, likening Evangelista to global style icons. “That’s a true-to-life Crazy Rich Asian,” one wrote.
Others, however, criticized what they saw as over-the-top spending. “Where did Heart get the money to pay for her YSL purchases? Is it thanks to Chiz?” a commenter asked, linking her lifestyle to her husband, Senator Francis “Chiz” Escudero, who has recently been dragged into political controversy.
queen of YSL? our tax money is funding YSL?!
byu/annyeonghaseye inHeartEvangelistaSnark
At 40, Evangelista has carved out a unique space as both a celebrity and an international fashion muse. With more than 50 endorsements, a regular presence at Paris and Milan Fashion Weeks, and collaborations with global luxury labels, she has become one of the Philippines’ most visible style ambassadors.
But as her profile grows, so does the criticism. Detractors claim her invites to fashion shows are more about being a top client than a paid ambassador. Others harshly compare her to Imelda Marcos, dubbing her “Imelda 2.0.”
The criticism comes at a sensitive time. Escudero’s recent ouster as Senate President, along with his name surfacing in flood control project controversies, has fueled further scrutiny of Heart’s lavish image.
Still, Evangelista has defenders. Pageant blog Sashes&Scripts argued she has become “an easy target,” writing: “Heart represents luxury and fashion — two things most Filipinos don’t understand how the business models operate. Because she is too successful for her own good, people want to peg her down.”
At the recent Beauty Con 2025 for Luxelle, Evangelista reflected on her drive: “You know, I’m a go-getter. I’m a real hustler, and I just turned 40 and I really feel like everything is just starting. All the things I’ve worked so hard for in the past — it’s like harvest time and I’m just very grateful. More work, more opportunities. No matter how tired I am, I’m gonna go for it.”
She added that her entrepreneurial mindset predates her rise as a fashion influencer: “I already had businesses outside showbiz because I knew beauty had a shelf life. I wanted to build something sustainable, something not just about me.”
For now, Evangelista has stayed mum about the YSL claim. But her Instagram feed continues to show what she’s best known for: dazzling couture, high-profile collaborations, and an unapologetic embrace of luxury.
