{"id":86354,"date":"2026-03-11T17:50:59","date_gmt":"2026-03-11T17:50:59","guid":{"rendered":"https:\/\/newonclusivstg.wpengine.com\/?p=86354"},"modified":"2026-04-29T15:58:32","modified_gmt":"2026-04-29T15:58:32","slug":"paris-fashion-week-fw26","status":"publish","type":"post","link":"https:\/\/onclusive.com\/en-gb\/resources\/blog\/paris-fashion-week-fw26\/","title":{"rendered":"Paris Fashion Week FW26 Women: When Thai stars took revenge on K-Pop and Dior owned the internet"},"content":{"rendered":"\n\n\n \n\t\t\t
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Opening: Paris Fashion Week FW26 women – what just happened?<\/b><\/h2>\n

Paris Fashion Week<\/a> FW26 Women closed on the evening of Tuesday 10 March with the Pierre Cardin show. The city had spent nine days at the centre of the global fashion conversation – and the numbers tell a story that should make every PR director, brand strategist, and communications professional stop and think.<\/span><\/p>\n

 <\/p>\n

What if the most watched runway in Paris this season was not at the Grand Palais, not at the Louvre, and not even in a secret location whispered about in industry group chats – but on the screens of millions of fans in Bangkok, Seoul, and Beijing, watching in real time as their favourite celebrity took a front-row seat?<\/span><\/p>\n

 <\/p>\n

What if a single Thai actress attending a single show generated more social conversation than some of the most storied fashion houses in the world combined?<\/span><\/p>\n

 <\/p>\n

And what if, after New York, London, and Milan<\/a> confirmed that Asian fan communities are the dominant force driving fashion week social amplification, Paris rewrote the rules again – this time putting a Thai actress at the very centre of the most talked-about brand moment of the entire season?<\/span><\/p>\n

 <\/p>\n

The answer is in the data. And the data, as always, has a story to tell about Paris Fashion Week FW26.<\/span><\/p>\n

 <\/p>\n

\n\n\n
A note on data and methodology<\/b><\/span><\/p>\n

All figures in this analysis are sourced from two Onclusive platforms: Onclusive Monitor- Self-Service<\/a>, the media monitoring tool covering mainstream media across print, digital, television, radio, and podcasts, and Onclusive Social, the social media listening tool tracking conversations across X (formerly Twitter), Instagram, TikTok, Facebook, and additional platforms.<\/span><\/em><\/p>\n

Data collection covers 1 March to 10 March 2026. A total of 100 fashion brands and 234 ambassadors and celebrities were tracked across both platforms throughout the week.<\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

See also:<\/strong>
\nNew York Fashion Week FW26<\/a>
\nLondon Fashion Week FW26<\/a>
\nMilan Fashion Week FW26<\/a><\/p>\n

 <\/p>\n

Table of Contents<\/strong><\/h2>\n

Paris Fashion Week FW26 by the numbers<\/a>
\nBrand power at Paris Fashion Week FW26: Dior’s gravitational pull<\/a>
\nThe Asian celebrity effect: Thai stars redefine Paris Fashion Week FW26<\/a>
\nHashtag intelligence: five languages, one conversation<\/a>
\nThe media landscape: which outlets led Paris Fashion Week FW26 coverage<\/a>
\nImplications for PR, communications, and marketing professionals<\/a>
\nLooking ahead: what Paris Fashion Week FW26 tells us about the season<\/a>
\nFrequently asked questions: Paris Fashion Week FW26<\/a><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n\n\n \n\t\t\t

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Paris Fashion Week FW26 by the numbers<\/b><\/h2>\n

Between 1 and 10 March 2026, Paris Fashion Week FW26 broke every social media record established across New York, London, and Milan this season. The scale of the conversation reflects both the prestige of the Paris calendar and the extraordinary mobilisation capacity of the fan communities activated by its brands.<\/span><\/p>\n

 <\/p>\n

\n\n\n\n\n\n\n\n\n\n
Social media metric<\/b><\/td>\nFigure<\/b><\/td>\n<\/tr>\n
Total social media mentions<\/b><\/td>\n17.8 million<\/b><\/td>\n<\/tr>\n
People talking about PFW<\/b><\/td>\n12.1 million<\/b><\/td>\n<\/tr>\n
Social media reach<\/b><\/td>\n152.6 million<\/b><\/td>\n<\/tr>\n
Peak moment<\/b><\/td>\nDior show, 3 March, 2:30 PM – 3.77 million mentions\u00a0<\/b><\/td>\n<\/tr>\n
Mainstream media mentions<\/b><\/td>\n17,936<\/b><\/td>\n<\/tr>\n
Fashion brands analysed<\/b><\/td>\n100<\/b><\/td>\n<\/tr>\n
Ambassadors and celebrities tracked<\/b><\/td>\n234<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

<\/h3>\n

 <\/p>\n

Reading the numbers<\/b><\/h3>\n

The 17.8 million social mentions figure is more than three times Milan FW26’s 4.97 million, and over thirteen times London FW26’s 1.30 million. This reflects Paris’s unmatched position in the global fashion calendar, its concentration of heritage luxury houses, and the scale of the ambassador ecosystems those houses have built in Asian entertainment markets.<\/span><\/p>\n

 <\/p>\n

The 12.1 million people talking figure – representing unique accounts generating at least one mention during the data window – is itself larger than the total reach recorded at London Fashion Week FW26<\/a>. The 152.6 million reach figure captures the total potential audience exposed to the conversation, including reshares, quote posts, and algorithmic distribution.<\/span><\/p>\n

 <\/p>\n

On the mainstream media side, 17,936 mentions across print, digital, television, radio, and podcasts reflects sustained editorial attention from fashion and lifestyle outlets across Europe, North America, and Asia-Pacific – with a notably strong French press presence given the domestic significance of Paris Fashion Week FW26.<\/span><\/p>\n

 <\/p>\n

\"Paris
Paris Fashion Week FW26: As with all fashion weeks, the images shared on social media give pride of place to celebrities, ambassadors, and guests. The most shared images on Instagram (excerpt) via Onclusive Social.<\/figcaption><\/figure>\n

 <\/p>\n

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Brand power at Paris Fashion Week FW26: Dior’s gravitational pull<\/b><\/h2>\n

Among 100 fashion brands analysed during Paris Fashion Week FW26, the share of voice distribution was more concentrated at the top than any other fashion week this season. Christian Dior’s 56.05% SOV represents a level of brand conversation dominance that reflects both the scale of its ambassador ecosystem and the extraordinary mobilisation triggered by the Dior show on 3 March.<\/span><\/p>\n

The 20 most prominent brands at PFW FW26 by share of voice<\/b><\/h3>\n

Among 100 fashion brands analysed. (*) indicates Haute Couture brands.<\/span><\/i><\/p>\n

 <\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Rank<\/b><\/td>\nBrand<\/b><\/td>\nShare of Voice (%)
\nData by Onclusive<\/span><\/b><\/td>\n<\/tr>\n
1<\/b><\/td>\nChristian Dior (*)<\/b><\/td>\n56.05%<\/b><\/td>\n<\/tr>\n
2<\/b><\/td>\nChanel (*)<\/b><\/td>\n9.01%<\/b><\/td>\n<\/tr>\n
3<\/b><\/td>\nLouis Vuitton<\/b><\/td>\n5.52%<\/b><\/td>\n<\/tr>\n
4<\/b><\/td>\nBalenciaga<\/b><\/td>\n5.30%<\/b><\/td>\n<\/tr>\n
5<\/b><\/td>\nOff-White<\/b><\/td>\n5.23%<\/b><\/td>\n<\/tr>\n
6<\/b><\/td>\nKimh\u00e9kim<\/b><\/td>\n3.61%<\/b><\/td>\n<\/tr>\n
7<\/b><\/td>\nIsabel Marant<\/b><\/td>\n2.06%<\/b><\/td>\n<\/tr>\n
8<\/b><\/td>\nSaint Laurent<\/b><\/td>\n1.77%<\/b><\/td>\n<\/tr>\n
9<\/b><\/td>\nLacoste<\/b><\/td>\n1.52%<\/b><\/td>\n<\/tr>\n
10<\/b><\/td>\nAcne Studios<\/b><\/td>\n1.41%<\/b><\/td>\n<\/tr>\n
11<\/b><\/td>\nLoewe<\/b><\/td>\n1.36%<\/b><\/td>\n<\/tr>\n
12<\/b><\/td>\nRabanne<\/b><\/td>\n1.24%<\/b><\/td>\n<\/tr>\n
13<\/b><\/td>\nYohji Yamamoto<\/b><\/td>\n0.89%<\/b><\/td>\n<\/tr>\n
14<\/b><\/td>\nMiu Miu<\/b><\/td>\n0.72%<\/b><\/td>\n<\/tr>\n
15<\/b><\/td>\nCourr\u00e8ges<\/b><\/td>\n0.53%<\/b><\/td>\n<\/tr>\n
16<\/b><\/td>\nCeline<\/b><\/td>\n0.18%<\/b><\/td>\n<\/tr>\n
17<\/b><\/td>\nGivenchy (*)<\/b><\/td>\n0.15%<\/b><\/td>\n<\/tr>\n
18<\/b><\/td>\nComme des Gar\u00e7ons<\/b><\/td>\n0.09%<\/b><\/td>\n<\/tr>\n
19<\/b><\/td>\nBalmain<\/b><\/td>\n0.08%<\/b><\/td>\n<\/tr>\n
20<\/b><\/td>\nVivienne Westwood<\/b><\/td>\n0.07%<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

 <\/p>\n

\n\n\n
Outside the official calendar – also in the top 20:<\/b><\/p>\n

Concept Korea: 2.42%\u00a0 |\u00a0 Roger Vivier: 0.42%<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

 <\/p>\n

A note on data and methodology:<\/span>
\n<\/span><\/i><\/b>SOV<\/i><\/a> and EMV (earned media value) are two fundamentally different ways of measuring the impact of ambassadors and celebrities. SOV measures conversation dominance, while EMV assigns monetary value to media exposure. Both are valuable but answer different questions. Asian Entertainment and Culture channel posted an hour-long video explaining the <\/i>differences between SOV and EMV (<\/i><\/a>Starting at 7 min 30 sec).<\/i><\/p>\n

 <\/p>\n

What the ranking reveals<\/b><\/h3>\n

Christian Dior’s 56.05% SOV<\/b> at Paris Fashion Week FW26 is the defining data point of the season. Unlike Milan, where the gap between first-placed Tod’s (19.11%) and second-placed Gucci (18.82%) was less than one percentage point, Paris saw Dior lead Chanel by nearly 47 percentage points. This is not simply a reflection of Dior’s brand prestige – it is a direct consequence of the fan mobilisation triggered by Lingling Kwong and Orm Kornnaphat, whose combined celebrity SOV accounted for over 56% of all celebrity mentions.<\/span><\/p>\n

 <\/p>\n

The Dior show on 3 March, anchored the brand’s dominant position for the entire week. Even the contribution of Jisoo (Blackpink) and Hyunjin (Stray Kids) – both established fashion week amplifiers – was secondary to the Thai-driven conversation.<\/span><\/p>\n

 <\/p>\n

Chanel’s 9.01% SOV <\/b>reflects the combined contribution of its ambassador roster: Jennie (Blackpink), Gemini Norawit (Thai actor), Go Youn-jung, and Miu Natsha, among others. The diversity of Chanel’s celebrity ecosystem – spanning K-pop, Thai entertainment, and Chinese celebrity culture – produced a distributed amplification pattern rather than a single concentrated peak.<\/span><\/p>\n

 <\/p>\n

Off-White (5.23%) and Kimh\u00e9kim (3.61%) <\/b>both benefited significantly from Zee Pruk’s multi-brand presence. A Thai actor attending multiple shows in a single week, Zee Pruk generated 7.4% of all celebrity SOV and drove conversation across two brand conversations simultaneously – a multi-show strategy that communications professionals should note as a potential model for brands seeking amplification beyond a single show moment.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

\"Balenciaga
The map of social media influence around Balenciaga: the engaged communities of ambassadors Hudson Williams and PP Krit, joined by Juyeon (The Boyz)<\/figcaption><\/figure>\n

 <\/p>\n

Balenciaga (5.30%) <\/b>was amplified primarily by PP Krit (Thai) and Hudson Williams, while Loewe’s 1.36% SOV was anchored by Chinese star Wang Yibo (1.1% celebrity SOV) – demonstrating that the Chinese celebrity placement model remains commercially significant even in a week dominated by Thai fan mobilisation.<\/span><\/p>\n

 <\/p>\n

\n\n\n
Paris Fashion Week FW26 generated 17.8 million social media mentions – more than three times Milan and thirteen times London. A single show, a single celebrity, a single hour: 3.77 million mentions for Dior on 3 March.<\/i><\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

 <\/p>\n

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The Asian celebrity effect: Thai stars redefine Paris Fashion Week FW26<\/b><\/h2>\n

If Milan FW26 was the moment Thai celebrities announced themselves as a first-tier force in European fashion week social amplification, Paris FW26 was the moment they consolidated that position. Among 234 ambassadors and celebrities tracked, the top 14 were all Asian. The top six were Thai or Thai-connected.<\/span><\/p>\n

 <\/p>\n

The pattern that began at New York Fashion Week FW26<\/a>, accelerated at London, and became unmistakable at Milan has now reached its logical conclusion: at Paris Fashion Week FW26, the city that represents the pinnacle of the global luxury fashion system, Asian fan communities – and Thai communities in particular – drove the dominant share of social conversation.<\/span><\/p>\n

 <\/p>\n

Celebrity share of voice: top 25 at PFW FW26<\/b><\/h3>\n

The top 25 most mentioned ambassadors and celebrities on social media during Paris Fashion Week FW26. Share of voice among 234 analysed. Names in bold refer to Asian celebrities.<\/span><\/i><\/p>\n

 <\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Rank<\/b><\/td>\nCelebrity \/ Ambassador<\/b><\/td>\nBrand(s)<\/b><\/td>\nShare of Voice (%)
\nData by Onclusive<\/span>
\n<\/b><\/td>\n		Category<\/b><\/td>\n<\/tr>\n
1<\/span><\/td>\nLingling Kwong<\/b><\/td>\nDior<\/span><\/td>\n31.8%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
2<\/span><\/td>\nOrm Kornnaphat<\/b><\/td>\nDior<\/span><\/td>\n24.6%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
3<\/span><\/td>\nZee Pruk<\/b><\/td>\nKimh\u00e9kim, Off-White<\/span><\/td>\n7.4%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
4<\/span><\/td>\nLorena Lalina<\/b><\/td>\nChanel<\/span><\/td>\n4.4%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
5<\/span><\/td>\nMiu Natsha<\/b><\/td>\nChanel<\/span><\/td>\n4.3%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
6<\/span><\/td>\nNuNew Chawarin<\/b><\/td>\nOff-White<\/span><\/td>\n3.4%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
7<\/span><\/td>\nFelix (Stray Kids)<\/b><\/td>\nLouis Vuitton<\/span><\/td>\n2.9%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
8<\/span><\/td>\nYorch (Pow)<\/b><\/td>\nRabanne, Isabel Marant, Yohji Yamamoto<\/span><\/td>\n2.6%<\/span><\/td>\n\u00a0Tha\u00ef\/K-pop<\/td>\n<\/tr>\n
9<\/span><\/td>\nPP Krit<\/b><\/td>\nBalenciaga<\/span><\/td>\n2.5%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
10<\/span><\/td>\nGemini Norawit<\/b><\/td>\nChanel<\/span><\/td>\n2.4%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
11<\/span><\/td>\nWang Yibo<\/b><\/td>\nLoewe<\/span><\/td>\n1.1%<\/span><\/td>\nChinese<\/span><\/td>\n<\/tr>\n
12<\/span><\/td>\nHyunjin (Stray Kids)<\/b><\/td>\nDior<\/span><\/td>\n1.1%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
13<\/span><\/td>\nROSE (Blackpink)<\/b><\/td>\nSaint Laurent<\/span><\/td>\n1.0%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
14<\/span><\/td>\n*Alpha Drive One (ALD1)<\/b><\/td>\nConcept Korea<\/span><\/td>\n0.7%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
15<\/span><\/td>\nHudson Williams<\/span><\/td>\nBalenciaga<\/span><\/td>\n0.7%<\/span><\/td>\nWestern<\/span><\/td>\n<\/tr>\n
16<\/span><\/td>\nJisoo (Blackpink)<\/b><\/td>\nDior<\/span><\/td>\n0.6%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
17<\/span><\/td>\nKAI (EXO)<\/b><\/td>\nLacoste<\/span><\/td>\n0.6%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
18<\/span><\/td>\nJohnny Suh<\/b><\/td>\nAcne Studios<\/span><\/td>\n0.6%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
19<\/span><\/td>\nLisa (Blackpink)<\/b><\/td>\nLouis Vuitton<\/span><\/td>\n0.6%<\/span><\/td>\nWestern\/K-pop<\/span><\/td>\n<\/tr>\n
20<\/span><\/td>\nTontawan Tantivejakul<\/b><\/td>\nDior<\/span><\/td>\n0.5%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
21<\/span><\/td>\n**Kim Taehyung (V-BTS)<\/td>\n**Celine<\/span><\/td>\n0.5%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
22<\/span><\/td>\nJennie (Blackpink)<\/b><\/td>\nChanel<\/span><\/td>\n0.4%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
23<\/span><\/td>\nWin Metawin<\/b><\/td>\nAcne Studios<\/span><\/td>\n0.4%<\/span><\/td>\nThai<\/span><\/td>\n<\/tr>\n
24<\/span><\/td>\n*Yeji (ITZY)<\/b><\/td>\nRoger Vivier<\/span><\/td>\n0.3%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n
25<\/span><\/td>\nYeonjun (TXT)<\/b><\/td>\nMiu Miu<\/span><\/td>\n0.3%<\/span><\/td>\nK-pop<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

 <\/p>\n

(*) Outside the official calendar. Highlighted rows indicate non-Western celebrities.
\n(**) Mentioned on social media but not present at PFFW26<\/span><\/i><\/p>\n

A note on methodology:<\/strong><\/span>
\nSOV counts not only hashtags but all mentions in the media and social media about a celebrity or brand. For example,\u00a0 during Paris Fashion week, for “Gemini Norawit\u2019s SOV, we count mentions including:\u00a0 “Gemini Norawit”,\u00a0 GeminiNT, “\u0e08\u0e35\u0e21\u0e35\u0e44\u0e19\u0e19\u0e4c”, “\u0e40\u0e08\u0e21\u0e35\u0e44\u0e19\u0e19\u0e4c”, GeminiChanel, #GeminiChanel, #ChanelAW26xGemini , #ChanelxGemini , #GeminiNTChane, #GeminiPFW OR #\u0e40\u0e08\u0e21\u0e35\u0e44\u0e19\u0e19\u0e4c , @geminint , GEMINIXCHANELFW26 etc\u2026<\/span><\/i><\/p>\n

 <\/p>\n

Lingling Kwong: 31.8% SOV – Paris’s most talked-about personality<\/b><\/h3>\n

Lingling Kwong topped the celebrity share of voice ranking at Paris Fashion Week FW26 with 31.8% of all celebrity mentions. Kwong – whose background bridges Hong Kong-Chinese and Thai identity – has become one of the most recognisable faces associated with Christian Dior globally. Her presence at the Dior show on 3 March was central to the brand’s record-breaking peak, with the hashtag #linglingkwong (7.67 million mentions) and #lingorm (5.85 million, reflecting her pairing with Orm Kornnaphat) functioning as twin amplification engines.<\/span><\/p>\n

 <\/p>\n

For brands seeking to understand the mechanics of Thai celebrity fan mobilisation, Lingling Kwong’s Paris Fashion Week FW26 performance is the clearest case study available: a celebrity with deep Thai fanbase roots, global cultural visibility, and a brand alignment that feels credible rather than transactional.<\/span><\/p>\n

 <\/p>\n

Orm Kornnaphat: 24.6% SOV – the Dior multiplier<\/b><\/h3>\n

Orm Kornnaphat’s 24.6% celebrity share of voice is one of the most striking data points of the Paris Fashion Week FW26 season. A Thai actress with a large, deeply organised fan community operating primarily across X and Instagram, Orm generated a social footprint that placed her ahead of every K-pop name at the event – including Jennie, Jisoo, Lisa, and ROSE of Blackpink, Felix and Hyunjin of Stray Kids.<\/span><\/p>\n

 <\/p>\n

The hashtag #ormkornnaphat (5.11 million mentions) and the fan-driven pairing tag #lingorm (5.85 million mentions) demonstrate the compound amplification effect of two Thai celebrities attending the same show. Dior’s strategic alignment with both Lingling Kwong and Orm Kornnaphat gave it access to overlapping but distinct fan communities, generating additive rather than competing conversation – a dual-ambassador dynamic that mirrors the Keng Harit and Namping Napatsakorn pairing at Moschino during Milan FW26.<\/span><\/p>\n

 <\/p>\n

\"Dior
The map of social media influence around the Dior brand: fan groups rallying around ambassadors, faces and attendees such as Lingling Kwong, Orm Kornnaphat, Jisoo (Blackpink), Anya Taylor-Joy, and Hyunjin (Stray Kids). Dataviz by Social Media Listening platform<\/a>.<\/figcaption><\/figure>\n

<\/h3>\n

 <\/p>\n

K-pop at Paris: still powerful, but recalibrating<\/b><\/h3>\n

K-pop remained a significant presence at Paris Fashion Week FW26. Felix of Stray Kids (2.9% SOV at Louis Vuitton), Hyunjin of Stray Kids (1.1% at Dior), ROSE and Jisoo and Lisa and Jennie of Blackpink, KAI of EXO (Lacoste), Johnny Suh (Acne Studios), and Yeonjun of TXT (Miu Miu) all featured in the top 25 celebrity ranking.<\/span><\/p>\n

 <\/p>\n

But for the second consecutive major fashion week – after Milan FW26 – no K-pop act reached the top six celebrity SOV positions. Felix at 2.9% was the highest-placed K-pop idol, more than 21 percentage points behind Orm Kornnaphat and nearly 29 points behind Lingling Kwong.<\/span><\/p>\n

 <\/p>\n

This is not a signal of declining K-pop influence. K-pop fandom mobilisation remains structurally significant, and the combined contribution of K-pop celebrities at Paris FW26 constitutes a substantial share of the total celebrity conversation. It is, rather, a signal that Thai entertainment has now established structural parity – and in the case of Paris FW26, structural dominance – over K-pop in its capacity to generate mass social engagement at European fashion weeks.<\/span><\/p>\n

 <\/p>\n

\n\n\n
For the second consecutive major fashion week, Thai celebrities led the global social conversation. At Paris Fashion Week FW26, the top six celebrity SOV positions were all held by Asian entertainers – and five of the six were Thai.<\/i><\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

 <\/p>\n

 <\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n\n\n \n\t\t\t

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Hashtag intelligence: five languages, one conversation<\/b><\/h2>\n

The hashtag landscape at Paris Fashion Week FW26 is a multilingual, multi-community system operating across Thai, Korean, Chinese, French, and English simultaneously. The top 25 hashtags by usage volume – excluding those massively generated by bot accounts – reveal the underlying mechanics of fashion week amplification in 2026.<\/span><\/p>\n

 <\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Hashtag<\/b><\/td>\nMentions
\nData by Onclusive<\/span>
\n<\/b><\/td>\n<\/tr>\n
#pfw<\/b><\/td>\n8,831,204<\/b><\/td>\n<\/tr>\n
#dioraw26<\/b><\/td>\n8,355,561<\/b><\/td>\n<\/tr>\n
#linglingkwong<\/b><\/td>\n7,667,422<\/b><\/td>\n<\/tr>\n
#dior<\/b><\/td>\n7,078,043<\/b><\/td>\n<\/tr>\n
#lingorm<\/b><\/td>\n5,849,350<\/b><\/td>\n<\/tr>\n
#ormkornnaphat<\/b><\/td>\n5,105,283<\/b><\/td>\n<\/tr>\n
#lingormdioraw26<\/b><\/td>\n4,910,841<\/b><\/td>\n<\/tr>\n
#lingormdioraw26aptlook<\/b><\/td>\n2,577,480<\/b><\/td>\n<\/tr>\n
#\u0e2b\u0e25\u0e34\u0e07\u0e2b\u0e25\u0e34\u0e07\u0e04\u0e2d\u0e07 (Lingling Kwong)<\/b><\/td>\n2,335,764<\/b><\/td>\n<\/tr>\n
#nunew<\/b><\/td>\n2,140,936<\/b><\/td>\n<\/tr>\n
#zeepruk<\/b><\/td>\n1,697,560<\/b><\/td>\n<\/tr>\n
#pfw2026<\/b><\/td>\n1,616,403<\/b><\/td>\n<\/tr>\n
#offwhitefw26<\/b><\/td>\n1,586,523<\/b><\/td>\n<\/tr>\n
#offwhite<\/b><\/td>\n1,498,217<\/b><\/td>\n<\/tr>\n
#ppkritt<\/b><\/td>\n1,385,026<\/b><\/td>\n<\/tr>\n
#chanelfallwinter<\/b><\/td>\n1,280,850<\/b><\/td>\n<\/tr>\n
#dioraw26xlinglingkwong<\/b><\/td>\n1,120,617<\/b><\/td>\n<\/tr>\n
#chanelshow<\/b><\/td>\n1,045,897<\/b><\/td>\n<\/tr>\n
#offwhitexzeenunew<\/b><\/td>\n979,232<\/b><\/td>\n<\/tr>\n
#Gemini_NT<\/b><\/td>\n970,816<\/b><\/td>\n<\/tr>\n
#\u0e2b\u0e25\u0e34\u0e07\u0e2d\u0e2d\u0e21 LingOrm<\/b><\/td>\n848,659<\/b><\/td>\n<\/tr>\n
#CHANELFW26xLenaMiu<\/b><\/td>\n842,907<\/b><\/td>\n<\/tr>\n
#zeenunewwithoffwhite<\/b><\/td>\n808,321<\/b><\/td>\n<\/tr>\n
#felix<\/b><\/td>\n757,338<\/b><\/td>\n<\/tr>\n
#\u0e2d\u0e2d\u0e21\u0e01\u0e23\u0e13\u0e4c\u0e19\u0e20\u0e31\u0e2a (Orm Kornnaphat)<\/b><\/td>\n647,580<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

 <\/p>\n

A note on methodology:
\n<\/strong><\/span><\/span>Hashtags represent only a portion of the data used in calculating SOV.
\nPlease also note that this top 25 is an extract from 281 hashtags analyzed for Paris Fashion Week. This means that the SoV of the same celebrity can benefit from several hashtags associated with their name. Example for Johnny Suh (NCT): #johnnynct, #acnestudiosfw26xjohnnysuh, #\uc7c8\ub2c8, #AcneStudiosxJohnny, #johnnyxacnestudios\u2026.<\/p>\n

 <\/p>\n

Three patterns that define the PFW FW26 hashtag ecosystem<\/b><\/h3>\n
    \n
  1. Fan infrastructure leads brand communication. <\/b>#linglingkwong (7.67 million) and #lingorm (5.85 million) were the third and fifth most used hashtags of the entire Paris Fashion Week FW26 week. This mirrors the pattern seen at Milan FW26 (#ppnaravit at 1.83 million) and LFW FW26 (#bbrightvc at 178,116), where fan infrastructure consistently outperforms official brand communication. The implication for PR and social media teams is structural: monitoring only official brand and celebrity handles will miss the majority of the fan-driven conversation.<\/span><\/li>\n<\/ol>\n

     <\/p>\n

      \n
    1. Celebrity-brand pairing tags outperform standalone brand tags. <\/b>Of the top 25 hashtags, at least 14 are celebrity-specific or celebrity-brand combinations. #lingormdioraw26 (4.91 million), #dioraw26xlinglingkwong (1.12 million), #offwhitexzeenunew (979,232), and #CHANELFW26xLenaMiu (842,907) all generated higher volumes than most standalone brand hashtags. For brands developing hashtag strategies for PFW SS27, the lesson from Paris Fashion Week FW26 is consistent: co-branded celebrity tags generate more volume than single-brand tags.<\/span><\/li>\n<\/ol>\n

       <\/p>\n

        \n
      1. Native script monitoring is non-negotiable. <\/b>The presence of #\u0e2b\u0e25\u0e34\u0e07\u0e2b\u0e25\u0e34\u0e07\u0e04\u0e2d\u0e07 (Thai script for Lingling Kwong, 2.34 million mentions) and #\u0e2b\u0e25\u0e34\u0e07\u0e2d\u0e2d\u0e21 (Thai script for LingOrm, 848,659 mentions) in the top 25 hashtags illustrates a principle that applies across all fashion weeks this season: a monitoring configuration that covers only Roman script terms will produce significantly incomplete data. Thai communities operate across both romanised and native script hashtags simultaneously, and the native script volume is substantial. The same principle applies to Korean Hangul and Chinese character monitoring for K-pop and Chinese celebrity conversations.
        \n<\/span><\/li>\n<\/ol>\n

         <\/p>\n

         <\/p>\n

        \"Chanel
        Data visualization by Onclusive Social Media Listening platform.<\/figcaption><\/figure>\n

        At Paris Fashion Week FW26, the social media influence network map reveals a pattern that has become unmistakable: tightly knit, self-organising fan communities, each built around a specific celebrity, generating organic reach at remarkable scale, with Thai and Korean audiences at the heart of the conversation.
        \nThe map of influence around Chanel shows the communities of Jennie and Gemini Norawit, ambassadors, and Wang Yibo, Go Youn-jung, Lalinalena, Lena Lorena, and Miu Natsha.<\/p>\n

         <\/p>\n

         <\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n\n\n \n\t\t\t

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        The media landscape: which outlets led Paris Fashion Week FW26 coverage<\/b><\/h2>\n

        Beyond social media, Paris Fashion Week FW26 generated 17,936 mainstream media mentions across print, digital, television, radio, and podcasts. The influence score below is based on ranking, audience size, and number of mentions, providing a composite view of each outlet’s editorial impact on the PFW conversation.<\/span><\/p>\n

         <\/p>\n

        \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
        Media outlet<\/b><\/td>\nInfluence score<\/b><\/td>\nCountry<\/b><\/td>\n<\/tr>\n
        dailymail.co.uk<\/td>\n1,290<\/td>\nUnited Kingdom<\/td>\n<\/tr>\n
        hola.com<\/td>\n468<\/td>\nSpain<\/td>\n<\/tr>\n
        elle.com<\/td>\n441<\/td>\nTaiwan<\/td>\n<\/tr>\n
        harpersbazaar.com<\/td>\n423<\/td>\nSpain<\/td>\n<\/tr>\n
        eonline.com<\/td>\n324<\/td>\nCanada<\/td>\n<\/tr>\n
        aol.com<\/td>\n300<\/td>\nUnited States<\/td>\n<\/tr>\n
        hellomagazine.com<\/td>\n297<\/td>\nUnited States<\/td>\n<\/tr>\n
        vogue.com<\/td>\n243<\/td>\nUnited States<\/td>\n<\/tr>\n
        hypebeast.com<\/td>\n225<\/td>\nUnited States<\/td>\n<\/tr>\n
        marieclaire.com<\/td>\n128<\/td>\nUnited States<\/td>\n<\/tr>\n
        pagesix.com<\/td>\n126<\/td>\nUnited States<\/td>\n<\/tr>\n
        timesofindia.indiatimes.com<\/td>\n100<\/td>\nIndia<\/td>\n<\/tr>\n
        scmp.com<\/td>\n72<\/td>\nHong Kong SAR China<\/td>\n<\/tr>\n
        allkpop.com<\/td>\n63<\/td>\nUnited States<\/td>\n<\/tr>\n
        thecut.com<\/td>\n56<\/td>\nUnited States<\/td>\n<\/tr>\n
        lemonde.fr<\/td>\n54<\/td>\nFrance<\/td>\n<\/tr>\n
        news18.com<\/td>\n54<\/td>\nIndia<\/td>\n<\/tr>\n
        elespanol.com<\/td>\n54<\/td>\nSpain<\/td>\n<\/tr>\n
        larazon.es<\/td>\n54<\/td>\nSpain<\/td>\n<\/tr>\n
        independent.co.uk<\/td>\n45<\/td>\nUnited Kingdom<\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

         <\/p>\n

        Daily Mail topped the influence ranking at Paris Fashion Week FW26 with a score of 1,290 – its fourth consecutive fashion week at number one this season, and its highest score across all four weeks. The gap between Daily Mail and second-placed Hola (468) reflects the outlet’s combination of very high audience reach, consistent high-volume PFW coverage, and a content model built around celebrity front-row reporting.<\/span><\/p>\n

         <\/p>\n

        The appearance of Le Monde (54) in 16th place is a notable signal: the French press, while present, does not dominate the influence ranking for an event held in its own city. This reflects the global distribution of fashion media authority – editorial influence on Paris Fashion Week FW26 is concentrated in British, Spanish, and American outlets, with French media playing a supporting rather than leading role in international coverage.<\/span><\/p>\n

         <\/p>\n

        The presence of Times of India (100), SCMP (72), and allkpop.com (63) in the top 20 underlines PFW’s genuinely international media footprint. For PR professionals targeting Paris Fashion Week FW26 coverage, pitching South Asian, East Asian, and K-pop specialist outlets alongside core fashion media is no longer optional – it is a core component of an effective media relations strategy.<\/span><\/p>\n

         <\/p>\n

        \"CTA<\/a>Ready to take your social media listening and media monitoring to the next level?\u00a0Contact us today<\/a>\u00a0to learn how Onclusive\u2019s platform can help you track, analyse, and respond to media coverage with precision and ease.<\/em><\/p>\n

         <\/p>\n

         <\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n\n\n \n\t\t\t

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        Implications for PR, communications, and marketing professionals<\/b><\/h2>\n

         <\/p>\n

        For PR and communications teams<\/b><\/h3>\n

        Paris Fashion Week FW26 closes the season with a clear strategic verdict: the celebrity ecosystem surrounding a brand is now the primary determinant of social share of voice at major European fashion weeks. Christian Dior’s 56.05% SOV was not built on collection buzz alone – it was built on the fan mobilisation capacity of Lingling Kwong and Orm Kornnaphat, two Thai-connected celebrities whose fan communities operated with organisational sophistication and global reach across X, Instagram, and TikTok simultaneously.<\/span><\/p>\n

         <\/p>\n

        For PR teams planning ambassador strategies ahead of Paris Fashion Week FW26 SS27, the data from this season provides four clear principles. First, Thai entertainment is now a first-tier consideration alongside K-pop in any major European fashion week celebrity strategy. Second, dual-ambassador strategies – two complementary celebrities with overlapping but distinct fan communities – generate additive amplification, as demonstrated by Lingling Kwong and Orm Kornnaphat at Dior, and by Keng Harit and Namping Napatsakorn at Moschino during Milan FW26. Third, multi-show ambassadors such as Zee Pruk can generate compounding amplification across different brand conversations within a single week. Fourth, fan community infrastructure – including fan hashtags, fan accounts, and fan coordination mechanisms – now constitutes the primary amplification engine for fashion week social conversation, consistently outperforming official brand and celebrity channels.<\/span><\/p>\n

         <\/p>\n

        For competitive intelligence professionals<\/b><\/h3>\n

        Dior’s 56.05% SOV creates a benchmark that all other Paris brands will be measured against in future seasons. Tracking the evolution of Dior’s ambassador portfolio in the months before PFW SS27, and monitoring how competing houses respond to this season’s data, will provide early indicators of the competitive landscape for the next Paris cycle.<\/span><\/p>\n

         <\/p>\n

        The hashtag data at Paris Fashion Week FW26 also offers a predictive intelligence resource. Fan community size, activity levels, and hashtag usage patterns in the weeks before a show can serve as leading indicators of which brands are likely to dominate SOV on show day. Monitoring the #lingorm and #dioraw26 hashtag ecosystems before PFW SS27 opens will provide real-time signals of anticipated amplification scale.<\/span><\/p>\n

         <\/p>\n

        For social media professionals<\/b><\/h3>\n

        Multi-language, multi-script query configuration is non-negotiable for Paris Fashion Week FW26 monitoring. The presence of Thai script hashtags (#\u0e2b\u0e25\u0e34\u0e07\u0e2b\u0e25\u0e34\u0e07\u0e04\u0e2d\u0e07, #\u0e2b\u0e25\u0e34\u0e07\u0e2d\u0e2d\u0e21, #\u0e2d\u0e2d\u0e21\u0e01\u0e23\u0e13\u0e4c\u0e19\u0e20\u0e31\u0e2a) in the top 25 hashtag ranking demonstrates that a Roman script-only monitoring configuration will systematically undercount Thai fan community volume. Korean Hangul terms for K-pop celebrities, and Chinese character terms for Chinese celebrity coverage across Weibo and Douyin, add further layers of native script coverage that English-only tools cannot capture.<\/span><\/p>\n

         <\/p>\n

        For platforms such as Onclusive<\/a>, query sets for Paris Fashion Week FW26 SS27 should include: celebrity names in Roman script and native script; group affiliations in native script; fan community handles; brand-celebrity hybrid hashtags in all relevant languages; and fan-constructed pairing tags that may not appear until ambassador announcements are made. Building these queries during the six-to-eight weeks of pre-show activity gives monitoring teams the configuration they need before the peak conversation window opens.<\/span><\/p>\n

         <\/p>\n

        Looking ahead: what Paris Fashion Week FW26 tells us about the season<\/b><\/h2>\n

        With Paris Fashion Week FW26 Women closing on the evening of 10 March, the full picture of this season’s fashion week social landscape is now available. Across New York, London, Milan, and Paris, the pattern is consistent and unmistakable: Asian celebrity strategy – specifically, the mobilisation of Thai and Korean fan communities around strategically placed brand ambassadors – is the primary driver of social share of voice at the world’s major fashion weeks.<\/span><\/p>\n

         <\/p>\n

        Paris Fashion Week FW26 added a new chapter to that story. For the first time this season, a single celebrity – Lingling Kwong – generated nearly one third of all celebrity SOV at a major fashion week. For the second consecutive major fashion week, Thai entertainers led the global celebrity ranking. And for the first time, a fashion week’s peak social moment exceeded 3 million mentions in a single hour.<\/span><\/p>\n

         <\/p>\n

        The question for the season ahead is whether the brands that did not benefit from this dynamic in FW26 will adapt before FW27 – and whether the houses already leading the Asian celebrity strategy race can maintain their advantage as competition for ambassador relationships in Thai and Korean entertainment intensifies.<\/span><\/p>\n

        We will be tracking major event data throughout 2026 and 2027. Stay tuned.<\/p>\n

        The cover image (cover, above) was generated by a generative AI tool for illustrative purposes.<\/i><\/p>\n

         <\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n\n\n \n\t\t\t

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        Frequently asked questions: Paris Fashion Week FW26<\/b><\/h2>\n

         <\/p>\n

        \n\n\n\n\n\n\n\n\n\n\n\n
        Question<\/b><\/td>\nAnswer<\/b><\/td>\n<\/tr>\n
        When did Paris Fashion Week FW26 take place?<\/b><\/td>\nPFW FW26 Women ran from 2 to 10 March 2026, closing with the Pierre Cardin show on the evening of 10 March. Data collection covers 1 to 10 March 2026.<\/b><\/td>\n<\/tr>\n
        Which brand dominated Paris Fashion Week FW26?<\/b><\/td>\nChristian Dior led with 56.05% share of voice among 100 brands analysed – the highest brand SOV concentration recorded at any fashion week this season. Chanel placed second at 9.01%, Louis Vuitton third at 5.52%.<\/b><\/td>\n<\/tr>\n
        Why did Thai celebrities dominate PFW FW26?<\/b><\/td>\nThai entertainment stars such as Lingling Kwong and Orm Kornnaphat have deeply organised, globally distributed fan communities that activate rapidly around brand and fashion week moments. At PFW FW26, their combined mobilisation at the Dior show generated more than 50% of all celebrity SOV and anchored the brand’s record-breaking social peak.<\/b><\/td>\n<\/tr>\n
        How does Paris compare to Milan Fashion Week FW26?<\/b><\/td>\nParis generated significantly higher social volume: 17.8 million mentions versus Milan’s 4.97 million. Paris also showed more concentrated brand SOV at the top, with Dior’s 56.05% versus Tod’s 19.11% at Milan. Both weeks were led by Thai celebrities.<\/b><\/td>\n<\/tr>\n
        What was the peak moment of PFW FW26?<\/b><\/td>\nThe Dior show on 3 March at 2:30 PM generated 3.77 million mentions in a single hour – the highest single-show peak of the entire season across all four fashion weeks. The Saint Laurent show later that evening also contributed to the day’s spike.<\/b><\/td>\n<\/tr>\n
        What is share of voice (SOV)?<\/b><\/td>\nSOV measures the proportion of total conversation a brand or celebrity commands relative to peers tracked in the same dataset. It reflects real-time cultural relevance and audience attention, and is distinct from earned media value (EMV), which assigns monetary value to media exposure.<\/b><\/td>\n<\/tr>\n
        How many brands and celebrities were tracked?<\/b><\/td>\nOnclusive monitored 100 fashion brands and 234 ambassadors and celebrities across social media and mainstream media during PFW FW26.<\/b><\/td>\n<\/tr>\n
        What tools were used for this analysis?<\/b><\/td>\nData was sourced from Onclusive 360 for mainstream media monitoring and Onclusive Social for social media listening and analytics.<\/b><\/td>\n<\/tr>\n
        What is the influence score for media outlets?<\/b><\/td>\nThe influence score is a composite metric based on ranking, audience size, and number of mentions. It indicates the relative editorial impact of a media outlet on a specific topic during the monitoring window.<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

         <\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":31,"featured_media":86189,"comment_status":"closed","ping_status":"open","sticky":false,"template":"blog-post-new-template.php","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"audience":[],"topic":[518,1427],"region":[],"class_list":["post-86354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","topic-social-listening-en-gb","topic-trending-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/posts\/86354","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/users\/31"}],"replies":[{"embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/comments?post=86354"}],"version-history":[{"count":3,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/posts\/86354\/revisions"}],"predecessor-version":[{"id":88619,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/posts\/86354\/revisions\/88619"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/media\/86189"}],"wp:attachment":[{"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/media?parent=86354"}],"wp:term":[{"taxonomy":"audience","embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/audience?post=86354"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/topic?post=86354"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/region?post=86354"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}