Thai celebrities Orm, LingLing, Freen and Milk took over the celebrity voice rankings at Paris Fashion Week, according to Launchmetrics’ latest report.
Paris Fashion Week Spring/Summer 2026 season wrapped up on October 9, closing a season of major change within fashion houses’ creative suites. With a total of eight creative director debuts in the calendar, including Jonathan Anderson for Dior and Matthieu Blazy for Chanel, the latest Paris Fashion Week edition created unprecedented buzz.
According to the latest tabulations from software company Launchmetrics, the event generated a whopping $1.2 billion in Media Impact Value, with Thai female stars leading the celebrity voice ranking. Media Impact Value is a metric that assigns monetary value to posts, interactions and articles, through hundreds of qualitative and quantitative factors, to measure impact and quantify brand and marketing performance across channels.
A shifting social media landscape
Lauchmetrics unveiled its latest report on October 17, presenting key data about brands, voices and channels dominating conversations at Paris Fashion Week. Among the main takeaways, Launchmetrics notes a shift within the social media ecosystem, once led by creators but now overtaken by the media. “In Paris, this shift was especially evident: TikTok results showed that 71% of the total platform’s impact was generated by the Media Voice, which turned to social for increased immediacy and impact,” the company shared.
The US, France and Thailand were among the biggest MIV-contributing countries. Thailand, which emerged in third place overall, ranked first globally for the celebrity-generated MIV. In fact, four out of the five leading celebrity voices at Paris Fashion Week hailed from Thailand.
Thai celebrity takeover
Thai stars reigned supreme on the front rows of Paris Fashion Week’s latest edition. Launchmetrics emphasizes that “Dior led the charge with the most impactful Thai celebrity strategy.”
Actors Kornnaphat Sethratanapong (Orm) and Sirilak Kwong (LingLing) represented the blooming Thai scene at Jonathan Anderson’s womenswear debut. The on-screen duo emerged as PFW’s most powerful celebrity voices, with Orm garnering $20.5 million in MIV via 18 placements and LingLing generating $20.5 million in MIV through 29 placements.
The third place went to Pansa Vosbein (Milk), a newcomer in the fashion scene, whose presence at the Loewe SS26 show generated $8.7 million in MIV. Meanwhile, Valentino ambassador Freen Sarocha brought in $8 million in MIV through 5 posts.
South Korean girl group IVE rounds out the list, garnering $6.5 million in MIV via 29 placements.
*Note: Launchmetrics’ top voice list measures the MIV directly generated by individual voices from media, celebrity and influencer realms through their own accounts. Coverage and third-party echo are not measured in this list.
Jonathan Anderson’s debut scored a big win
Amid the buzz surrounding Jonathan Anderson’s much-anticipated debut, Dior emerged as the most influential brand of Paris Fashion Week—its impact ($188.5 million in MIV) almost doubled the impact of Chanel, which accrued $94.8 million.
Similar to previous seasons, Dior largely benefited from the buzz generated by the pop culture icons on its front row.
Orm Kornnaphat, who was the overall top voice at the Dior SS26 show with $20.5 million in MIV, emerged as the brand’s most impactful celebrity. The actor was responsible for 11% of Dior’s MIV through her own content. Echo mentions and additional coverage featuring Orm represented an extra $25.8 million in MIV. (This means Orm’s presence drew a total of $46.3 million in MIV directly and indirectly.) The Secret of Us star was also responsible for Dior’s top placement, a video posted on Instagram that generated $1.5 million in MIV.
LingLing Kwong, who came in second place as the overall celebrity voice at PFW, was another notable presence at Dior, garnering $19.2 million in MIV via 29 owned placements. Launchmetrics did not report on her MIV through echo mentions and additional coverage.
Meanwhile, brand ambassadors and celebrity friends such as Jimin and Jisoo prompted echo buzz and coverage that, added to the MIV generated through their owned content, reached $33.8 million and $30.5 million in MIV, respectively. (Jisoo’s total MIV includes $4.1 million generated through 3 placements on her owned channels; Jimin’s MIV generated through owned content was not detailed in the report.)
New Dior brand ambassadors Mikey Madison and Greta Lee garnered $4.8 and $3.7 million in total MIV (owned channels + echo mentions), each.
Matthieu Blazy’s Chanel debut dominated Chanel-related MIV
Ushering in a new era for Chanel, Matthieu Blazy held a star-studded (literally and figuratively) debut at the Grand Palais. Bringing in a creative dialogue between his own design codes and founder Coco Chanel’s, Blazy presented a solid debut, whose impact accounted for 46% of Chanel’s MIV this season.
As it is the trend at major fashion shows, the guest list spanned cultural icons from across the globe, including Pedro Pascal, Nicole Kidman and Margot Robbie, whose own content plus echo mentions generated $7.9 million, $12.6 million and $6.8 million in MIV, respectively.
Chanel stood out with their owned media, becoming the top overall voice at the show ($3.9 million). The top celebrity voice was ambassador Rebecca Patricia Armstrong. The Thai-British star amassed $2.1 million in MIV with 2 placements. She was also responsible for the show’s top placement, an Instagram post valued at $1.7 million. Combining her owned content plus third-party echo mentions of the actor, Armstrong generated a total of $14.1 million in MIV.
Another celebrity making waves at the show was longtime ambassador Jennie, who sparked $1.5 million in MIV through a single placement.
Louis Vuitton and Valentino keep up with the times
Louis Vuitton and Valentino took the third and fourth place in the brand ranking, accruing $74.7 and $71.9 million, respectively. As Launchmetrics shared with No Manners, Louis Vuitton’s owned media accounted for $9.7 million of the brand’s total MIV, while Thai stars Urassaya Sperbund and Lisa Manobal rose as the top celebrity voices, generating $2.3 million and $ 2 million through owned content, only. (Additional echo buzz figures were not provided.)
As for Valentino, the brand thrived on the power of stars from the Asia Pacific region, including brand ambassadors Freen and Jeff Satur, as well as other celebrity friends like K-pop group IVE. “Valentino ranked second for the most impactful APAC ambassador strategy, just below Dior,” the data company wrote in their report. The top celebrity voice at the show was Thai actor Freen Sarocha, whose owned content and echo mentions combined tallied $22.1 million in MIV.
For a deeper dive into the Launchmetrics’ algorithm and data, see the full report here.
