Thai actors and beauty professionals occupied all eight top spots in Paris Fashion Week's Instagram influence rankings for spring/summer 2027, leaving K-pop idols outside the top eight. The sweep extends a run of Thai-led fashion week performances, driven by highly engaged fan communities.
The figures, published by influencer analytics company Lefty on Monday, 12 October, put Orm Kornnaphat Sethratanapong first at $112 million (£84.4 million) in estimated earned media value (EMV). Her The Secret of Us co-star, Lingling Kwong, ranked second with $89 million (£67.1 million), following their appearances for Dior.
Fashion month across New York, London, Milan and Paris generated $1.24 billion (£934 million) in EMV, up 64 per cent from autumn/winter 2026. Paris alone accounted for $795.6 million (£600 million), the largest share of the total.
Orm and Lingling Lead Dior's Paris Fashion Week Rankings
Orm and Lingling, known as LingOrm to fans of the Thai romance series The Secret of Us, published a combined 36 Instagram posts for Dior. Their estimated EMV exceeded $200 million (£151 million), more than half the fashion house's $360 million (£271 million) total. That put the two actresses well ahead of the other celebrities and creators tracked in Paris.
The wider rankings showed the reach of their entourage. Thai makeup artist Homeless Makeup and hairstylist Biobell placed third and fourth, while actor Namping Napatsakorn ranked fifth, with Thai profiles occupying sixth through eighth. IVE's Jang Won-young and Stray Kids' Felix ranked highest among K-pop idols, in ninth and tenth place.
Anna Ross, vice president of insights at Karla Otto, said: 'We saw Thai drama stars completely take over K-pop stars in our Instagram rankings for Paris.' She attributed part of the results to frequent posting, with leading Thai actors publishing upwards of 20 to 30 posts around fashion week. Even Orm's mother generated $8.9 million (£6.7 million) in EMV through behind-the-scenes Dior content.
Faye Peraya Leads Milan's Influencer Rankings
Milan delivered another major result through Faye Peraya Malisorn, known for her role in the Thai romance drama Blank. She ranked first among Milan's Instagram influencers, generating $43.4 million (£32.7 million) for Ferragamo through 26 posts. The brand recorded $56.3 million (£42.4 million) in total EMV, with Faye accounting for most of that figure.
At Prada, Pluto actress Namtan Tipnaree Weerawatnodom generated $17.4 million (£13.1 million) in EMV, ahead of K-pop performers including Twice's Sana and NCT's Jaehyun. Prada led Milan's brand rankings with $61.2 million (£46.1 million), followed by Ferragamo. K-pop still delivered significant numbers, including $9.7 million (£7.3 million) from Ateez's San for Dolce & Gabbana.
Why Thai Drama Fandoms Are Changing Fashion Week
Thai stars' results coincide with the international popularity of 'girls' love' dramas, which have built highly engaged audiences outside Thailand. Fans share show arrivals, outfit details and backstage footage, extending attention far beyond a fashion show's runtime. The performance of makeup artists and family members in Paris demonstrated how this interest reaches beyond the actors themselves.
Lefty calculates EMV from engagement on Instagram posts referencing scheduled shows by accounts with at least 10,000 followers. The monetary figures estimate promotional exposure, rather than money paid to celebrities or sales earned by luxury houses. The study also excludes some accounts with hidden metrics, while engagement can continue rising after the data is collected.
Brands are responding in different ways, pairing established ambassadors with talent from smaller cultural communities. Tommy Hilfiger's chief marketing officer, Virginia Ritchie, said: 'We're not chasing whoever is trending.' Yet across Paris and Milan, the latest figures show just how prominently Thai entertainment now features in fashion's online conversation.
