Big-name celebrities drove the bulk of social engagement from the Spring/Summer 2026 shows.
Brands tapping into fandoms and cultural crossovers gained real online traction, rather than creative director debuts.
Thai actors, TV stars like Christopher Briney, and long-term brand ambassadors from Hollywood and K-pop helped drive global reach and high engagement.
Brands of all sizes are tapping talent trends, prioritising the ever-growing influence of Thai actors, of-the-moment TV stars and long-term brand ambassadors.
Author's summary: Celebrities drive social engagement in SS26 fashion month.