What's Happening?
Dior has announced Thai actresses Sirilak Kwong, known as Lingling, and Kornnaphat Sethratanapong, nicknamed Orm, as its new brand ambassadors. This move highlights the growing influence of Thai drama
stars in the fashion industry, challenging the dominance of K-pop idols. Lingling and Orm, collectively known as LingOrm, gained popularity through their roles in the series 'The Secret of Us' and 'Only You,' part of the girls' love genre. Dior praised them for embodying the brand's spirit of freedom and elegance. Their presence at Paris Fashion Week and subsequent social media engagement has significantly increased Dior's earned media value. Lingling and Orm have substantial followings on Instagram and are involved in various business ventures, including Lingling's lifestyle brand Always Wonder and Orm's fashion line Keep Silent.
Why It's Important?
The appointment of Lingling and Orm as Dior ambassadors signifies a shift in the global fashion landscape, where Thai drama stars are emerging as influential figures. This development could lead to increased representation and opportunities for Southeast Asian artists in international markets. Dior's strategic move to embrace Thai stars reflects the brand's recognition of the Thai Wave's potential, which could influence other luxury brands to follow suit. The growing popularity of Thai drama stars may also impact the entertainment industry, encouraging more diverse storytelling and cross-cultural collaborations. This trend could reshape fashion marketing strategies, emphasizing the importance of social media engagement and cultural diversity.
