Dior has officially appointed Thai drama stars Lingling Kwong and Orm Kornnaphat as its latest brand ambassadors, marking a significant shift in fashion week influence. The duo, popularly known as LingOrm, has emerged as strong competitors to K-pop idols, demonstrating their impact on the global fashion landscape. Their rise began with their breakout series “The Secret of Us,” followed by this year’s “Only You,” both of which are part of the rapidly growing girls’ love (GL) genre.
Lingling and Orm made their debuts at Paris Fashion Week in March 2025, and by their return for Dior’s women’s wear showcase in October, they had achieved remarkable recognition. According to a report by Karla Otto, the pair surpassed all competitors in terms of earned media value (EMV), reaching an impressive total of $23.5 million for the spring 2026 season. Notably, Lingling ranked second with an EMV of $21.5 million.
The report highlighted that this was the first instance where Thai drama stars eclipsed K-pop icons in fashion influence. The strategy employed by Lingling and Orm included a prolific social media presence, as the pair posted around 50 times about Dior, generating significant engagement and visibility.
Lingling, born in Hong Kong to a Chinese father and Thai mother, is fluent in Cantonese, Mandarin, English, and Thai. She began her career in beauty pageants before being discovered by Thai TV network Channel 3. With 2.7 million Instagram followers, she expressed her excitement about collaborating with Dior, stating, “I truly believe in his genius and artistic vision,” referring to Dior’s creative director.
Orm, the daughter of veteran Thai actress Koy Narumon Phongsuphap, launched her entertainment career in 2019 with the series “Hotel Stars.” Since then, she has gained popularity through various dramas on Channel 3, including “Game of Outlaws.” With 2.4 million followers on Instagram, Orm also owns a fashion line named Keep Silent. She shared her gratitude for her new role with Dior, saying, “I am delighted and so grateful to step into the new role as an ambassador with Dior. With my respect for the legacy of the house, this partnership is significant.”
In a related announcement, Channel 3 revealed that Lingling and Orm will star in a new series next year, adapted from the novel “Wad Fun Wan Wiwa.” Their growing influence in the fashion world and the entertainment industry reflects a dynamic cultural shift, showcasing the potential of Thai stars on an international stage.
As Dior embraces this new partnership, the implications for fashion marketing strategies are profound, particularly in how emerging talents can rival established pop culture icons in shaping trends and driving engagement.