Dior Taps Thai Stars Lingling and Orm as New Brand Ambassadors

The esteemed French fashion house, Dior, has officially announced the appointment of two new brand ambassadors: actresses Sirilak Kwong, known professionally as Lingling, and Kornnaphat Setratthanapong, or Orm. This strategic move underscores the rapidly increasing global influence wielded by figures in the Thai film and television industry within the high-fashion landscape.

The duo, recognized collectively as LingOrm, achieved significant international visibility following their roles in the series The Secret of Us. They further cemented their status with a subsequent appearance in the production Only You. Both actresses, who maintain affiliations with Channel 3, are also actively engaged in developing their own fashion ventures in addition to their acting careers, serving as representatives for several other prominent brands.

Sirilak Kwong brings a unique background to the role, having been born in Hong Kong and raised across China and Thailand. A true polyglot, her professional journey initially began on the beauty pageant circuit. Kornnaphat Setratthanapong, conversely, is the daughter of well-known Thai actress Koi Narumon Phongsuphap, marking her own professional debut in 2019.

A watershed moment for LingOrm occurred during Paris Fashion Week (PFW) in 2026, where they attended the presentation of Dior’s latest collection. According to reports compiled by entities such as Karla Otto, Lefty, and CTZAR, the Thai actresses managed to surpass K-pop stars in terms of Earned Media Value (EMV) generated during the event—a first for Thai talent at this level. Their coordinated digital presence, which included 50 distinct posts related to Dior, propelled them to the top of the EMV rankings for the Spring 2026 season.

Kornnaphat (Orm) secured the top spot globally, registering an impressive EMV of 23.5 million dollars. Not far behind, Sirilak (Lingling) claimed the second position, contributing 21.5 million dollars to the duo’s combined impact. This performance highlights their substantial pull with global audiences.

This latest endorsement aligns perfectly with a broader shift observed across the luxury sector. High-end brands, which historically concentrated their marketing efforts predominantly on South Korean celebrities, are now actively redirecting their focus toward Thailand as a crucial, emerging market. Dior previously signaled this pivot in 2023 by signing Thai actors Nattawin Wattanagitiphat (Apo) and Phakphum Romsaithong (Mile) as male ambassadors, following their massive international success in the series KinnPorsche.

The initial joint appearance of Apo and Mile at the Dior Fall/Winter 2025 show generated a combined EMV exceeding 35 million dollars for the brand, demonstrating the immediate and powerful commercial viability of Thai celebrity partnerships for Dior.