Phuwin Stuns Fans with APM Monaco Campaign Launch—Is This the Ultimate Fashion Takeover?

In Bangkok, Thai actor Phuwin Tangsakyuen unveiled his breathtaking campaign with luxury jeweler APM Monaco today, June 23, 2025, at 04:37 PM IST, mesmerizing the fashion community.

Introduced as the newest ambassador of the brand, the 23-year-old favorite graces the cover of the “Timeless Elegance” collection, complete with sparkling necklaces, bracelets, and rings, according to Vogue Thailand.

Debut campaign teaser with a chic Instagram reel set against a golden background has created a social media frenzy with #PhuwinxAPM trending globally. Fans are celebrating the move to global stardom as a stylish move that mixes his BL drama stardom with high-end sophistication.

The campaign highlights Phuwin’s relaxed sense of style, mixing APM Monaco’s iconic rose gold and diamond timepieces with sleek suits and relaxed chic outfits. Captured by world-class photographer Mario Sorrenti, the images shoot Phuwin in Paris and Bangkok, oozing with a blend of youthfulness and elegance, as per Harper’s Bazaar.

Highlighted items are a $12,000 heart-shaped necklace and a $5,500 wristlet, which Phuwin sported during an online live fitting, attracting 2 million viewers on YouTube. The campaign marks his transformation from screen darling to fashion icon, with followers on X going gaga over his “king-level charisma.”

Phuwin’s campaign increases the appeal of APM Monaco, addressing Gen Z and millennial consumers through his relatable yet high-end image. The brand, which is famous for affordable luxury, experienced a 40% pre-order increase in hours, according to WWD, with Phuwin’s 15 million Instagram followers.

His position in hit dramas such as We Are and Never Let Me Go adds further reach to the campaign, facilitating the connection between Thai entertainment and global fashion.

Partnerships with stylist Law Rawirote boost the campaign’s visual, making APM a must-have brand, with 2025 sales estimates increasing 25%, according to Business of Fashion.

The campaign is boosted by celebrity involvement. Thai celebrities such as Nanon Korapat and global icons such as BLACKPINK’s Lisa have complimented Phuwin’s campaign appearance on social media, according to Elle Thailand.

A surprise appearance by Lisa during the campaign’s behind-the-scenes video, posted at 3 PM IST, set fans agog, garnering 5 million views in one hour. Phuwin’s visit to Paris Fashion Week, accessorizing campaign looks, only added to the buzz, according to The Standard.

This celebrity-fueled campaign hype makes Phuwin a global trendsetter, establishing APM Monaco’s high status.

While the campaign reaches its peak, its legacy is already beginning to take shape. Phuwin’s ambassadorship is a cultural transition, incorporating Southeast Asian culture with Western luxury, to encourage young admirers to chase fashion dreams.

The limited-edition items of the campaign sold out in 24 hours, with a waiting list of 50,000, according to APM Monaco’s website. Social media challenges such as #PhuwinStyleChallenge, where followers recreate his fashion style, have trended on TikTok, making the campaign even stronger.

Whether it reimagines ambassador marketing or shatters a new sales record, this Phuwin-APM Monaco campaign is going to make a lasting mark on the 2025 fashion scene.

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