Paris Fashion Week Buzz

The "T-Wave" continues to be a dominant force in the global fashion scene, with Thai celebrities commanding significant attention and generating massive media value. The attendance of Thai Key Opinion Leaders at Autumn/Winter fashion weeks saw a 225% increase in 2024 compared to the previous year, highlighting their growing influence. In 2023, 12 Thai stars signed to luxury brands generated a staggering $106 million in Earned Media Value (EMV) for their respective brands. Actresses Lingling Kwong and Orm Kornnaphat, known as "LingOrm," were officially named Dior brand ambassadors in November 2025. This announcement followed their impressive debut at Paris Fashion Week in March of the same year. At the Spring/Summer 2026 shows, the duo reportedly delivered a combined $45 million in EMV, accounting for nearly half of Dior's total media value for the event. Orm and Lingling ranked second and third for individual artist EMV at the Autumn/Winter 2025 shows, generating $18.4 million and $17.1 million, respectively. The duo rose to fame through their roles in "Girls' Love" (GL) dramas, a genre with a massive global following. Lingling, who is fluent in four languages, is also the founder of the lifestyle brand Always Wonder. Orm is the daughter of veteran Thai actress Koy Narumon Phongsuphap and has her own fashion line called Keep Silent. Their back-to-back series, "The Secret of Us" and "Only You," have solidified their status as influential figures in both entertainment and fashion. The phenomenon extends to "Boys' Love" (BL) stars as well, with actors Zee Pruk Panich and NuNew Chawarin Perdpiriyawong, known as ZeeNuNew, also making waves. Zee has previously attended Milan Fashion Week and has been associated with brands like Dolce & Gabbana and COS. NuNew has a successful career as a singer and actor, gaining international recognition for his role in the hit BL show "Cutie Pie" alongside Zee. The duo has also collaborated on a collection with the Thai lifestyle brand Jim Thompson.