Thai Fashion Event Goes Viral

The "ORM THE FASHION DISRUPTORS" event is part of an ongoing initiative by Central Department Store to champion Thai fashion brands that originated and gained popularity on social media. The 2026 event, themed "The Unposted Stories," aims to reveal the behind-the-scenes efforts and untold stories of these brands' journeys from online platforms to physical retail spaces. This year's event marks a significant collaboration with HERA Thailand, a leading South Korean cosmetics brand. This partnership is designed to merge the worlds of fashion and beauty, reflecting a broader industry trend of integrated style experiences. The collaboration highlights the growing influence of K-beauty in the Thai market and its synergy with local fashion. The celebrity duo at the heart of the event, "LingOrm," consists of Lingling Sirilak Kwong and Orm Kornnaphat Sethratanapong. Their rise to fame is closely linked to the growing popularity of the "Girls' Love" (GL) genre in Thailand, with their on-screen chemistry in series like "The Secret of Us" translating into a massive, dedicated fanbase. Beyond their acting careers, Lingling and Orm have become influential figures in the global fashion scene. In November 2025, the French luxury house Dior officially appointed both actresses as global brand ambassadors, recognizing their significant impact on social media and their ability to drive fashion conversations. This appointment underscores the increasing power of Thai celebrities in the international luxury market. The choice of Central Chidlom as the venue is strategic, as the department store recently underwent a major transformation to position itself as "The Store of Bangkok," a premier luxury shopping destination. Hosting the "Fashion Disruptors" event at this location reinforces its commitment to showcasing both established international designers and emerging local talent. Individually, both stars have entrepreneurial ventures. Orm Kornnaphat launched her own minimalist fashion brand called Keep Silent, while Lingling Kwong is the CEO of an e-commerce lifestyle brand named Always Wonder. Their personal brands and business acumen further solidify their roles as "fashion disruptors." The event showcases 15 online fashion brands, including Aimer, Flat2112, and Rally Movement, providing them a prominent platform to connect with a wider audience. This initiative reflects Central's strategy to foster the growth of local designers and integrate them into the mainstream retail landscape. The collaboration also extends to exclusive fan experiences. For instance, special promotions were held for Orm's fans, known as 'ไข่เจียวของออมเล็ต' (Kai Jeaw Khong Omelette), offering them a chance to meet her at the event, demonstrating the direct engagement between brands, celebrities, and their powerful fan communities.