Dior has officially named Thai drama stars Lingling and Orm as brand ambassadors, marking a significant shift in the fashion landscape. The pair, collectively known as LingOrm, have emerged as influential figures during fashion weeks, rivaling established K-pop idols. Their rise to prominence coincides with the growing popularity of the girls’ love (GL) genre, which has captivated audiences worldwide.
Both actors made their debut at Paris Fashion Week during the Dior show in March. By the time they returned for Dior’s womenswear presentation in October 2025, they had surpassed all competitors in earned media value (EMV), according to a report by marketing consultancy Karla Otto, along with Lefty and CTZAR. The report highlighted that this marks the first instance where Thai drama stars have outperformed K-pop icons in terms of fashion influence.
The duo’s strategy appears to hinge on high engagement through social media, with Lingling and Orm collectively posting over 50 times about Dior, resulting in an impressive EMV of $23.5 million for the brand. Lingling herself generated an EMV of $21.5 million, further emphasizing their impact in the fashion sphere.
Lingling Kwong, born in Hong Kong to a Chinese father and Thai mother, has lived in both Hong Kong and Thailand. She is fluent in Cantonese, Mandarin, English, and Thai. Her career began in beauty pageants before she was discovered by Thai TV network Channel 3. With a following of 2.7 million on Instagram, Lingling expressed her honor in joining Dior under the creative direction of Maria Grazia Chiuri, stating, “I truly believe in his genius and artistic vision.”
On the other hand, Orm Kornnaphat, daughter of renowned Thai actress Koy Narumon Phongsuphap, entered the entertainment industry in 2019 with the series “Hotel Stars.” Since then, she has featured in several popular dramas on Channel 3, including “Game of Outlaws.” With 2.4 million Instagram followers, Orm also runs her own fashion line named Keep Silent. She expressed her gratitude for the ambassador role, emphasizing her respect for the legacy of the Dior brand.
Looking ahead, Channel 3 announced last week that Lingling and Orm will star in a new series adapted from the novel “Wad Fun Wan Wiwa,” set to air next year. This partnership with Dior, alongside their continuing work in television, positions them as key players in both the fashion and entertainment industries.
The ascent of Lingling and Orm as brand ambassadors not only highlights the growing influence of Thai celebrities in international fashion but also reveals a shifting dynamic in the industry, where social media engagement is becoming increasingly critical in establishing brand partnerships. As they continue to capture the attention of global audiences, their influence is likely to reshape perceptions of fashion and celebrity in the years to come.
