The Future is Thai: Powerhouses Defining Global Luxury Fashion in 2025
Thai celebrities are no longer just dominating the entertainment landscape, they are powerfully reshaping the global luxury fashion scene. With their commanding screen presence, rapidly expanding international fanbases, and undeniable charisma, these figures are becoming pivotal voices for the world’s most prestigious brands. Digital Fashion Week delves into this phenomenon, presenting a comprehensive look at the Thai brand ambassadors who are not only wearing luxury but are actively defining its future aesthetic and digital resonance in 2025.
Beyond mere endorsements, these partnerships signify a profound synergy between authentic celebrity influence and visionary brand strategy. From front rows at Fashion Week to compelling digital campaigns, these Thai stars are cementing their status as true global style architects, solidifying Thailand’s position at the vanguard of luxury’s evolving narrative.
Apo Nattawin Wattanagitiphat: Dior Men and Piaget
Within a year of starring in KinnPorsche: The Series in 2022, Apo Nattawin Wattanahitiphat skyrocketed to international fame, a trajectory swiftly recognized by Dior Homme who appointed him as a brand ambassador. This year, luxury watch brand Piaget also welcomed Apo as a global ambassador, coinciding with its 150th anniversary. Apo’s swift ascent and dual luxury appointments underscore his potent appeal and growing influence in the high-fashion space, reflecting a new era of cross-cultural luxury representation.
Lalisa Manobal: Bvlgari and Louis Vuitton
Lalisa Manobal, an undisputed global icon, continues to solidify her unparalleled influence in the world of fashion and luxury. A global brand ambassador for Bvlgari since 2020, she was also announced as Louis Vuitton’s newest house ambassador in July 2024. This year at LVMH Watch Week, she further showcased her impact by unveiling her second watch collaboration with Bvlgari, a true testament to her cross-cultural power and digital reign in luxury.
Baifern Pimchanok Luevisadpaibul: Loewe and Onitsuka Tiger
The 31 years old Thai Chinese actress, a beloved face in Thailand since her 2010 debut, continues her meteoric rise. This year, alongside starring in Beauty Newbie, Baifern Pimchanok Luevisadpaibul officially became a Loewe brand ambassador, a testament to her sophisticated style. In July 2025, Baifern was also unveiled as a brand ambassador for Onitsuka Tiger, deepening a collaboration that saw her at Milan Fashion Week SS25, demonstrating her versatile appeal across luxury and contemporary labels and her power to bridge diverse aesthetics.
BamBam Kunpimook Bhuwakul: Louis Vuitton
Kunpimook Bhuwakul, known professionally as BamBam, has long showcased a natural affinity for Louis Vuitton, seamlessly integrating pieces into his distinctive style, even featuring their iconic Monogram suit in his solo music video. Following his prominent appearance at Louis Vuitton Men’s Fall-Winter 2024 show in Paris, he was named a new brand ambassador. His partnership highlights the fusion of global music influence with high fashion, particularly relevant in the digital age where artist authenticity drives brand connection.
Billkin Putthipong Assaratanakul: Gucci
Best known for his powerful performances in dramas like I Told Sunset About You and the film How To Make Millions Before Grandma Dies, Billkin Putthipong Assaratanakul is undeniably a talent to watch. His recent appointment as a Gucci ambassador, joining fellow Thai stars Gulf Kanawut Traipipattanapong and Davika Hoorne, solidifies his position as a rising fashion figure whose refined aesthetic and broad appeal perfectly align with the Italian luxury house’s global vision.
Bright Vachirawit Chivaaree: Burberry
The Thai singer and actor, who captured hearts as the dashing male lead in F4 Thailand: Boys Over Flowers, quickly caught the eye of British fashion house Burberry. Appointed as their first Thai global brand ambassador in 2022, Bright Vachirawit Chivaaree made history this year as the first Thai artist to grace the red carpet at the Met Gala, wearing a stunning Burberry ensemble. His ambassadorship underscores Burberry’s strategic embrace of influential global talent for defining modern luxury.
Davika Hoorne: Gucci
Davika Hoorne is a household name in Thailand, celebrated as a sought-after actress and model with an impressive portfolio including collaborations with L’Oréal Paris, Michael Kors, and Dolce&Gabbana. This award-winning actress was a natural choice as Gucci and Gucci Beauty’s first Thai brand ambassador in 2023, reflecting her immense influence and ability to embody the multifaceted elegance and digital presence crucial for luxury brands today.
Dew Jirawat Sutivanichsak: Bottega Veneta
Dew Jirawat Sutivanichsak rapidly gained international acclaim after starring in F4 Thailand: Boys Over Flowers. As he continues to shine on screen, his appointment as a brand ambassador for Bottega Veneta signals his growing prominence in luxury fashion. His blend of boyish charm and impressive stature allows him to effortlessly embody Bottega Veneta’s understated yet impactful style, appealing to a global audience.
Forth Nattawat Jirochtikul: Louis Vuitton
Rising Thai heartthrob Fourth Nattawat Jirochtikul has quickly risen to prominence, catching the eye of global luxury brands. His undeniable charisma and modern appeal have led to his appointment as a brand ambassador for Louis Vuitton. This partnership underscores Louis Vuitton’s strategy of embracing influential talents who embody a contemporary spirit, with Forth’s dynamic presence perfectly aligning with the Maison’s innovative vision and global reach. His involvement further cements the strong bond between Thai stars and top-tier luxury, solidifying his role as a key figure shaping the brand’s narrative in Asia and beyond.
Freen Sarocha Chankimha: Valentino
In January 2025, Freen Sarocha Chankimha was announced as Valentino’s first female Thai ambassador, a significant milestone following her impactful debut at Paris Fashion Week for the Maison’s spring/summer 2025 show. Her ambassadorship cements Valentino’s commitment to expanding its global reach through influential Southeast Asian talent, recognizing their growing digital footprint.
Gemini Norawit Titicharoenrak: Tommy Hilfiger
Gemini Norawit Titicharoenrak was also announced as a brand ambassador for Tommy Hilfiger in December 2024. His appointment reflects Tommy’s focus on engaging a new generation of style icons who bring a fresh perspective to classic designs, symbolizing a global movement for the brand and its contemporary appeal.
Gulf Kanawut Traipipattanapong: Gucci and Onitsuka Tiger
Gulf Kanawut’s appointment as a Thai brand ambassador for Gucci and its beauty line was a natural progression, given his long-standing relationship as a friend of the house since 2020. His presence at the Gucci Ancora Men’s fall/winter 2024 show in Milan underscored his deep connection. In July 2025, Onitsuka Tiger also unveiled Gulf as a brand ambassador, marking a significant step in the Japanese brand’s expansion across Asia with a globally recognized face.
Jeff Worakamol Satur: Cartier, Ray-Ban and Valentino
Jeff Satur, a singer-songwriter who carved a unique path as an independent artist before his KinnPorsche breakout, embodies an independent spirit that has captivated luxury houses. His appointments as brand ambassador for Cartier and Ray-Ban, and most recently as Valentino’s first Thai ambassador in December 2024, highlight his versatile appeal and his ability to seamlessly blend music, artistry, and high fashion in the digital sphere.
Kitty-Chicha Amatayakul: Saint Laurent
Kitty-Chicha Amatayakul, widely recognized for her role in the Netflix series Girl From Nowhere, holds a prominent position as a Saint Laurent ambassador. Her distinct edgy yet sophisticated persona aligns perfectly with the brand’s aesthetic, showcasing her as a definitive fashion voice in Asia with a strong, unconventional appeal.
Mile Phakphum Romsaithong: Dior & Bvlgari
Alongside his KinnPorsche co-star Apo Nattawin, Mile Phakphum was announced as a brand ambassador for Dior. His consistent presence at Dior’s fashion shows and his seamless integration of their iconic pieces into his daily life demonstrate a natural and strong partnership, solidifying his role as a key figure in Dior’s global outreach and appealing to a sophisticated audience.
Minnie Nicha Yontararak: Miu Miu
(G)I-dle member Minnie was named the new house ambassador for Miu Miu in 2023, joining an elite group of K-pop ‘It’ girls. Her global brand ambassador debut at the Maison’s fall/winter ’24 show in Paris powerfully solidified her presence and influence on the global fashion stage, underscoring Miu Miu’s strategic focus on engaging youth culture and leveraging digital reach.
Phuwin Tangsakyuen: Tommy Hilfiger
Our June 2025 cover star, Thai actor Phuwin Tangsakyuen, joined the global cast of Tommy Hilfiger brand ambassadors in December last year. His appointment, alongside his “T-Wave brothers,” highlights the brand’s commitment to engaging a new generation of style icons who bring a fresh, collective energy to the Hilfiger narrative, especially within the dynamic digital landscape.
Pond Naravit Lertratkosum: Tommy Hilfiger and Versace Fragrances
The last of the Tommy Hilfiger Thai quartet, Pond Naravit Lertratkosum, sees his partnership with Tommy Hilfiger as a platform to bring Thai culture to a global audience. Furthermore, Versace officially named Pond Naravit as its Fragrance Ambassador for Southeast Asia in January 2025. Known for his modern elegance and magnetic presence, Pond perfectly embodies the confident and sensual spirit of Versace’s signature scents, amplifying their digital campaigns.
PP Krit Amnuaydechkorn: Balenciaga
The I Told Sunset About You star is making significant waves in the fashion industry, notably after being named Balenciaga’s first Asian brand ambassador. PP Krit’s dazzling appearance on Balenciaga’s Spring 2025 runway in Shanghai, even amidst the rain, powerfully showcased why he was chosen to represent the Maison’s audacious and avant-garde vision, demonstrating his global appeal and digital impact.
Win Metawin Opas-iamkajorn: Prada and Tiffany & Co.
Win Metawin Opas-iamkajorn achieved overnight success with 2gether: The Series and his rise to international fame has been unstoppable. In addition to being a house ambassador for Prada, Win has also been appointed as Tiffany & Co’s first Southeast Asian house ambassador. His dual roles underscore his immense appeal and ability to authentically represent diverse facets of luxury fashion and jewelry, showcasing his wide digital reach.
The rise of these Thai brand ambassadors signifies a powerful shift in the global luxury landscape. Their ability to transcend borders, connect with diverse audiences, and authentically embody the essence of luxury brands positions them as key architects of future fashion and influence. Digital Fashion Week celebrates their impact, recognizing Thailand’s growing prominence as a hub for talent that is not just following trends, but actively creating them and shaping the digital narrative of luxury.
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