Thai Stars Power Paris Fashion Week as Dior Leads Media Buzz
Stars from the Asia-Pacific region generated USD 547.1 million in media exposure during Paris Fashion Week, just over half of the event's total. Dior, the French luxury house, led all brands with USD 192 million, according to data from Launchmetrics, the fashion measurement firm, reported by WWD. The figures cover the week of shows held from Sept. 28 to Oct. 6.
Media Impact Value, the metric behind the ranking, puts a dollar figure on mentions across social media, print and online outlets. Launchmetrics releases the rankings after each season to compare brands, celebrities and influencers.
Thai actress and fashion entrepreneur Orm Kornnaphat was the leading celebrity voice, with USD 25.9 million during the week. The next four places also went to actresses with Thai followings: Lingling Kwong, a Thai Hong Kong actress, plus Thai actresses Pansa Vosbein, Natsha Taechamongkalapiwat and Lorena Lalina Schuett. The names were almost all Thai.
On the influencer ranking, Thai makeup artist Thanachok Siriveeraphan, known as Homeless Makeup, led with USD 16.4 million. That was more than eight times the total of runner-up Surapre Achirakul, also a Thai makeup artist.
Chanel, the French luxury house, was second among brands with USD 146 million, followed by Miu Miu, the Italian fashion house, with USD 91 million. Louis Vuitton, the French luxury house owned by LVMH, the French luxury group, took USD 90 million, just ahead of Saint Laurent, the French house owned by Kering, the French luxury group, with USD 87.9 million.
Valentino, the Italian couture house, earned USD 60 million, with Schiaparelli, the Paris couture house, on USD 54 million. Celine, the French house owned by LVMH, recorded USD 38 million, ahead of Loewe, the Spanish house owned by LVMH, on USD 35 million and Balenciaga, the house owned by Kering, on USD 32 million.
Traditional media still did most of the talking. Media outlets accounted for 52% of exposure by voice type, a share of mentions by poster category, ahead of celebrities on 27%, influencers on 14%, brands' own channels on 5% and partners on 2%. On Instagram, multi-photo carousel posts drove USD 182.3 million in celebrity value, nearly two-thirds of the celebrity total.
Dior also led on AI Visibility, Launchmetrics' measure of how often a brand appears in answers from AI assistants including ChatGPT, Claude, Gemini and Perplexity. Dior led twice. The designer name Jonathan Anderson appeared in 65% of Dior's AI mentions during the week.
What makes this stand out is the concentration. One regional audience, one photo format and a handful of Thai personalities shaped much of the conversation around a Paris season. For fans scrolling at home, favourites travelled far beyond Paris.
