Paris Fashion Week Highlights
Paris Fashion Week buzz centers on Orm Kornnaphat's Dior AW26 airport look being hailed as goals, while Freen Sarocha's MAJE 'Night at the Museum' fusion blends East-West art and culture. The Kimhekim presentation is scheduled for today, with luxury fashion maintaining focus amid global uncertainty.
The influence of Thai celebrities is a significant narrative this season, with Dior's global ambassador, Orm Kornnaphat, being a major focus. This follows the powerful impact she and fellow Thai actress Lingling Kwong had at the Spring/Summer 2026 shows, where Orm generated an estimated $23.5 million in Earned Media Value (EMV). The appointment of Jonathan Anderson as the new creative director for all of Dior's lines, including womenswear, marks a pivotal moment for the house. His highly anticipated debut women's ready-to-wear collection for Spring/Summer 2026 showcased fresh takes on iconic pieces like the Bar jacket, signaling a new design chapter for the brand. Actress Freen Sarocha continues to be a prominent figure in the front row, although her key association is with Valentino, not MAJE. She was named the brand's first female Thai ambassador in January 2025 and has been a consistent presence at their shows in Paris. South Korean designer Kiminte Kimhekim is set to celebrate his brand's 10th anniversary with a show during the current fashion week, running from March 2-10. The brand, known for its reinterpretation of traditional Korean decorative arts, will present its new collection after showcasing signature pieces at a prestigious Milan concept store. Beyond individual presentations, a key trend emerging from the Autumn/Winter 2026 season is a play on proportions and structured tailoring. Designers are experimenting with strong shoulders and exaggerated silhouettes, bringing a sense of power and drama to the runway. The broader luxury market is navigating a period of cautious optimism. After a flat year in 2025, analysts project modest growth for 2026, with a strong focus on high-end craftsmanship and unique in-store experiences to re-engage consumers. The U.S. market, in particular, is expected to be a key driver of this growth.
