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Thai Celebrities Dominated Paris Fashion Week — as Did Dior

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Thai Celebrities Dominated Paris Fashion Week — as Did Dior

In the attention sweepstakes, voices from Asia-Pacific generated almost half of the media impact value, Launchmetics data showed.

Celebrities from the Asia-Pacific region generated $547.1 million in media impact during the most recent Paris Fashion Week, just over half the event’s total, Launchmetrics data showed.

Meanwhile, Dior ranked number one for media impact value, or MIV, which amounted to $192 million, and also AI Visibility, a new metric tabulating a brand’s presence within AI-generated answers across ChatGPT, Claude, Gemini and Perplexity.

The data firm’s proprietary MIV figure tallies the impact of relevant media placements on online, social and print, inclusive of paid, owned and earned mediums.

Orm Kornnaphat, a Thai actress and fashion entrepreneur, was the top celebrity voice, bringing in $25.9 million in the wake of Paris Fashion Week, which ran from Sept. 28 to Oct. 6.

Rounding out the top five were Lingling Kwong, a Thai Hong Kong actress; and the Thai actresses Pansa Vosbein, Natsha Taechamongkalapiwat and Lorena Lalina Schuett.

Prominent Thai makeup artist Thanachok Siriveeraphan, aka Homeless Makeup, was the top influencer voice, bringing in $16.4 million in MIV, more than eight times the value of the runner-up, Surapre Achirakul, also a Thai makeup artist.

Dior‘s dominance in the brand ranking was largely thanks to its creative director Jonathan Anderson, whose name appeared in 65 percent of Dior’s AI mentions, with 37 percent of those mentions pointed to a distinct identity for the house.

“That narrative, centered on lightness, craftsmanship and a recognizable design language, suggests that a clear creative direction can help a brand stay visible across both media and AI channels,” Launchmetrics said in its report, released Friday.


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