David Ho looks at the Thai celebrities that have caught the eye of fashion maisons

There is no denying that Thailand’s soft power is on the rise. It has produced top stars like Bright, Freen, and many more through its Boys’ Love (BL) and Girls’ Love (GL) series. We’ve explored its rise and rise years ago through industry observers, fans, and the stars themselves years ago.

It is expected that about half of the TV shows produced in Thailand will fall in the BL or GL category. The Siam Commercial Bank Economic Intelligence Center believes the BL market alone generated over THB4.9 billion (HK$1.2 billion) in revenue by 2025. The SCB EIC also recommended government support to enhance Thailand’s competitiveness in the global market.

So it looks like Thailand will continue churning out even more star pairings. But even now, Thai stars already carry serious clout, especially in the fashion industry. They generated more social media impact than K-pop stars did at the Spring 2025 Paris Fashion Week, according to Launchmetrics.

Here are some of  Thailand’s top stars that have become ambassadors for fashion maisons:

Valentino x Jeff Satur

Freen x Valentino

Burberry x Bright

Prada x Win Metawin

Gucci x Davika Hoorne

Dior x Lingling Kwong

Balenciaga x PP Krit

Even outside of the yaoi (BL) and yuri (GL) craze, Thai celebrities have been making their mark on fashion. More specifically, Thai entertainers that are part of K-pop groups in the Hallyu Wave (Korean wave).

Louis Vuitton x Lisa of Blackpink

Louis Vuitton x Bam Bam of Got7

Calvin Klein x Minnie of I-Dle

Also see: The rise and rise of Thai Boys Love shows (Part 1)