From Orm Kornnaphat and LingLing Kwong to NuNew and Zee Pruk, celebrities hailing from Thailand are officially the biggest Media Value-performers at Fashion Week.
Paris Fashion Week is, without a doubt, the biggest event in the fashion trade circuit. The latest Fall-Winter 2026 season lived up to that status, garnering $950.6 million in Media Impact Value, according to data company Launchmetrics. For comparison, last year’s FW25 season drummed up $727 million in Media Impact Value (MIV), a Launchmetrics proprietary machine algorithm that assigns monetary value to posts, interactions and media articles to measure brand activity impact and marketing performance.
Per Launchmetrics, a trusted data, organization and assets provider for the fashion industry, media and celebrity voices significantly contributed to the tallies, representing 58% and 21% of the total Media Impact Value generated during the 9-day event. Paris Fashion Week produced more than 113k placements across Voices (including media, celebrities, influencers, partners and brands’ owned media), with an average value of $8.4K per placement. (Placements are all the social media posts, media articles, or blog posts mentioning a brand.)
Thai Stars Ruled Paris Fashion Week
Partly thanks to their media-savvy presence and partly due to their passionate fan bases, Thai personalities and other recurrent names from the Asia Pacific region topped Launchmetrics’ celebrity voice ranking. The tallies reflect a trend that has seen entertainment figures from Thailand ruling the leaderboards of data rankings at Fashion Week. Over several consecutive seasons, these stars have driven performance and established themselves as influential and credible figures on the front rows, sometimes even on the runways.
During the latest Paris Fashion Week edition, actors Orm Kornnaphat and Lingling Kwong claimed the top spots as most influential celebrity voices—a position they have retained since their Dior front row debut last year. Now holding the title of Dior brand ambassadors, the stars were responsible for $30.5 and $23.2 million in MIV, respectively. They also emerged as top overall voices at Paris Fashion Week, sharing the honor with media voices including Gala, Vogue US and Vogue France.
Filipina star Heart Evangelista, a constant presence on the Parisian front rows and recurrent top-performing voice in Milan and Paris, garnered $16 million.
NuNew and Zee Pruk: Rising PFW Voices
Thai actors NuNew and Zee Pruk rounded out the Top 5 despite making their first Paris Fashion Week appearance this season. Both stars attended the Off-White FW26 show and had brief stints at Concept Korea, a multi-branded runway dedicated to showcasing emerging Korean talent across fashion capitals. Ultimately, NuNew was responsible for $13.7 million in MIV while Zee Pruk accrued $12 million.
NuNew was the top voice at the Off-White show, generating around 38% of the show’s total
impact with his personal social media content. Meanwhile, Zeepruk was responsible for the brand’s top placement thanks to an Instagram post that accrued $1.5 million in MIV on its own.
Influencer Voices Are Also Part of the Thai Wave
Further proving Thai celebrities’ immense pulling power on social media, Thai makeup artist Homeless Makeup took the first spot as the top influencer voice at PFW. The celebrity MUA, who worked with actor Miu Natsha for her Chanel front row debut, garnered $3.9 million in MIV through his personal social media content.
Dior Remains the Top Brand at Paris Fashion Week
As for brands, Dior rose as the top brand at Paris Fashion Week, garnering $181.19 million in MIV, a significant increase YoY, as the brand tallied $118.6 million in Media Impact Value during the previous Fall/Winter 2025 edition.
Chanel, Louis Vuitton, Miu Miu and Loewe claimed the Top 5 spots among the buzziest brands by total MIV.
Thai Celebrities Are Officially the Top Power Players in Fashion Entertainment
Launchmetrics’ latest report confirms findings from other data company providers, measuring the impact and social media reach of brands and personalities at Paris Fashion Week.
According to insights by Onclusive, an integrated database, Thai stars lead the leaderboard of top-mentioned celebrities on social media at Paris Fashion Week and at all four major Fashion Weeks (New York, London, Milan and Paris). The Top 10 was entirely dominated by personalities hailing from Thailand, with the sole exception of K-pop star Felix.
“Thai artists have dethroned K-pop as the dominant force in terms of social media influence during Fashion Weeks,” wrote Onclusive in a final Fashion Week FW26 report that summed up Fashion Month across the main capitals. “Among the 665 celebrities and ambassadors tracked from February 10th to March 10th, the 20 personalities with the highest share of voice on social media are predominantly Thai and from Paris Fashion Week.”
The list included (in no specific order) Dior ambassadors Orm Kornnaphat and Lingling Kwong, Off-White front row stars Zeepruk and NuNew, Chanel guests Gemini, Lorena Lalina and Miu Natsha, Thai K-pop star Yorch, Balenciaga ambassador PP Krit, and Louis Vuitton ambassador Felix Lee.
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Traditional Media is Yet to Discover the Thai Wave
Onclusive, however, noted that Thai celebrities are yet to break into the coverage scope of traditional media. On digital media (magazine articles, website entries, blogs, etc.) and Western newsrooms, many of these celebrities “remain largely invisible,” wrote Onclusive. This significant difference between social media platforms and traditional media reflects the contrasting “editorial logics” each space operates with in order to cater to distinct audiences and demographics.
“Editorial credibility and the ability to mobilize fans operate on separate paths, and only a very small number of celebrities are able to excel simultaneously in both areas,” the company said.
For a deeper dive into each company’s data and methodology, see the full reports in the links below. Launchmetrics. Onclusive.
Author’s note: This article was originally published on March 24 and has been updated to reflect updated data.
