It’s no denying that Asian celebrities always possessed influencing power, but it wasn’t until recent years that this power was deemed high-fashion worthy. From September 2022, the list for Earned Media Value (EMV) began to be topped by a host of Asian stars — and luxury houses took notice. Bright Vachirawit, Thailand’s most prominent icon and one of the most sought-after muses, was named the Most Visible Influencers during London Fashion Week for SS24, with his 3 Instagram posts creating USD $3.2m for Burberry, the brand he became a global ambassador for.
With over 18m followers on Instagram alone and a prospering career as an actor, singer, and entrepreneur, Bright’s appeal is apparent even aside from his good looks and natural charisma — and he is quite literally taking the world of high fashion by storm.
The 26-year-old has the face of Calvin Klein’s new fall 2024 ad crusade, and Daniel Lee, Burberry’s artistic director, recently called Bright “a talented artist and incredibly tough paint,” indicating that It is never fame. When the logo decides who to paint with: “We decide that other people constitute us on our screens and crusades because we love what they constitute, and they reflect the communities of which we are a component. “
“Personally, I’m just a regular guy who’s into all kinds of art,” Bright said when I asked questions about his rise to celebrity and the popularity he’s gained in recent years. It was the first call from South Asia’s global ambassador, Burberry; The first Thai actor to win the Korean Update Awards for Asian Artist of the Year; First Thai actor to win Asian Culture Awards; The first Thai actor/singer to attend the Met Gala and one of the top men discussed in the media at the Met Gala 2023; Winner of GQ Men of the Year Award 2022 and 2023 as Actor of the Year and Thailand’s Global Star respectively; Named Forbes 30 under 30 Asia – The non-stop list. But overall, fashion becomes a major component of the star’s itinerary.
“Fashion is another branch [of art] that interests me,” says Bright. “I see fashion as anything that reflects a person’s identity, their thoughts, their personality and even their character through what we combine, we fit in and use. ”
“It’s been amazing for me to have the opportunity to collaborate with several leading fashion brands.” Bright continues, and says he can’t describe how honored to have attended the Met Gala as Burberry’s ambassador this year. “Anything related to art — music, songs, visual arts like drawing, or creative stuff — I find fascinating. And [attending the Met] has definitely been a memorable and impressive experience for me.”
The young actor also made headlines when he announced his own artist control firm, Cloud9 Entertainment, in 2023. “I founded my own control firm because I searched after creating an area where the artist can fully explain themselves and explore new artistic endeavors on their own. exclusive forms,” says Bright who envisions Cloud9 as a position that demands situations and babysitters at the same time.
Instead of focusing only on corporate terms, the controlling company also collaborates with foreign forces such as the management of the company when it comes into contact with luxury brands with the alignment of visions and values on both sides, namely in terms of sustainability and inclusion.
The status quo of Cloud9 turns out to have sparked a motion in foreign celebrities and stars, namely in Asia, to take their affairs into their own hands. In February this year, Black Pink’s Lisa, who’s also of Thai descent, announced her own control agency, LLOUD. “I don’t think [starting your own agency] is a trend,” says Bright, “but perhaps being the owner allows you to completely show off your true self. . . everyone in Cloud9 has a role to every one other, and to grow as a unit. ”
Bright Vachirawit introduced its own brand, ASTRO Stuffs, in 2020
For Bright, fashion as an art form has been ingrained in her identity since the early days, and the sense of unity and network has been key. In 2020, the actor and singer founded Astro Stuffs, a casual clothing brand driven by Thai street style, where Bright infuses concepts from his personal stories and tells a story in a collection that fuses his love of sport (Muay Thai, in particular). and nature.
“Clothes, for me, hold a certain energy because they’re like these significant items in our lives, each piece with its own vibe. Personally, I’m really into street fashion — I feel like here in Thailand [street fashion] has its own unique flair that sets it apart and makes it intriguing.” ASTRO Stuffs also became one of the members of Better Cotton Initiative — one of the first Thai brands to do so.
At the age of 26, the adventure towards world stardom has just started for Bright. So what is still for him, either as an artist or as an entrepreneur?
“I enjoy trying things that are different from what I’ve done before,” Bright doesn’t hesitate. “I won’t stop developing myself and collaborating on exciting new ventures that push boundaries.”
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