Loewe Gets a Thai Upgrade with Tawan Vihokratana
The Thai actor has been named Loewe’s newest brand ambassador, marking a step by the Spanish luxury house to deepen its ties with Southeast Asia’s rising cultural influence
Thai power
Loewe has officially named Thai actor and television host Tawan Vihokratana, known widely by his nickname Tay, as its newest brand ambassador. The announcement, made public on Monday, positions the Kiss: The Series breakout star alongside Giselle, Minsi Ko, and Yang Mi in the Spanish fashion house’s growing roster of high-profile Asian talent.
Tawan’s appointment follows a series of appearances that hinted at the evolving relationship: he attended Loewe’s FW25 runway show in Paris earlier this year, as well as the house’s Crafted World exhibition in Shanghai. The actor said the collaboration has “deepened [his] admiration for [Loewe’s] artistry and inspired new paths of self-expression.”
ALSO READ: This Limited-Edition LOEWE Book is Basically a Fashion Time Capsule
“I’ve come to truly value the essence of art and craft that defines Loewe,” he added. “I’m excited to continue this meaningful journey as brand ambassador.”
Known for his roles in a number of influential Thai dramas, including Kiss Me Again, Dark Blue Kiss, and the local adaptation of Cherry Magic: The Series, Tawan has cultivated a devoted regional and international following. He is also recognized for his work as a television presenter, hosting popular shows such as School Rangers and TayNew Meal Date.
Representation matters
For Loewe, part of the LVMH portfolio and led creatively by Jack McCollough and Lazaro Hernandez, the move further emphasizes the brand’s investment in Southeast Asia, where fashion influence increasingly intersects with television stardom. Asian celebrities generated 86% of all celebrity-related media impact during Paris Fashion Week in March, with Southeast Asia driving significant digital engagement and conversation.
MORE: Goodbye, Jonathan Anderson—Meet Loewe’s New Creative Minds
Loewe, in particular, has leaned into this momentum through precise ambassadorial partnerships that blend global reach with personal style. Tawan represents a considered choice: a performer whose public image is shaped not by spectacle, but by a carefully honed sense of emotion, presentation, and restraint. In that, he echoes the brand’s own philosophy, one that favors craft over flash, and innovation over loud disruption.
His presence at recent Loewe events has not gone unnoticed by fans and fashion press alike. Dressed in the house’s sculptural silhouettes and sharply tactile fabrics, Tawan’s aesthetic alignment with the House’s vision already feels assured. The formal announcement simply puts language to what was already evident: an actor and a brand, both fluent in minimalism, precision, and the subtle demands of feeling.
Photos courtesy Loewe and Instagram
