Milk Pansa Tops NYFW with $7.8M EMV for Calvin Klein

Fall/Winter 2026 New York Fashion Week delivered a clear victor: Thai actress Pansa Vosbein, known as Milk, turned a Calvin Klein front-row appearance into $7.8 million in earned media value and a cultural moment that mixed underwear-outerwear theater with old-school brand DNA. It is a provocative case study in celebrity-first fashion PR - some will call it genius, others a metrics-driven circus.

Metrics make the point. A short congratulatory note read, “Congratulations to Milk Pansa for being ranked No.1 at New York Fashion Week 2026, generating an EMV of $7.8M and an engagement rate of 36%!” Onclusive’s social listening shows Milk captured a 12.56% share of voice at NYFW FW26 and led hashtag volume: #calvinkleinXMilk at 358,133 mentions and #MilkPansa at 208,624 mentions, both outperforming the generic #NYFW at 98,798 mentions. Onclusive observed, “The hashtag landscape at New York Fashion Week FW26 reveals how fashion week conversations now operate across linguistic and cultural boundaries simultaneously,” and added, “This inversion tells us that audiences engage with fashion week through their relationship with specific celebrities, not the event itself.” Onclusive’s top-20 list excludes hashtags massively generated by bot accounts.

The look itself explained much of the chatter. Nomannersmagazine described Milk’s outfit as a “total white get-up” and a “winter twist on the pantless look,” pairing a white undergarment set - “tank top and matching whities” - with the Marisol Coat, a sturdy three-quarter-length coat with raglan sleeves first spotted on Veronica Leoni’s inaugural Calvin Klein runway. She finished the monochrome statement with white pumps and a white beret, swapped her classic lived-in hair for pin-straight hair, and leaned into the 2022 “cold girl” blush. Braving dangerously cold New York weather, the pantless silhouette referenced the trend’s heyday between 2022 and 2024 and explicitly nodded to Calvin Klein’s historical tension between outerwear roots and the brand’s later commercial focus on underwear and casualwear.

Attendance and social proof were visible in real time. An Instagram post announced, “Milk Pansa is on her way to NYC to attend the Calvin Klein Collection Fall 2026 Runway Show at New York Fashion Week ✈️,” and Nomannersmagazine cited Calvin Klein and Grazia Singapore imagery that placed Milk alongside other high-profile attendees including Jungkook from BTS, Tu Tontawan, and Rosalía. The Original Report notes that multiple Thai media outlets and GMMTV highlighted her influence in boosting brand visibility.

What this episode signals is twofold: celebrity-led, brand-hybrid hashtags now outpace event tags in amplifying fashion week moments, and multilingual fandoms can amplify a single appearance into multimillion-dollar EMV claims. The $7.8M figure stands on the reporting provided here; the specific EMV methodology and the full competitor EMV numbers were not disclosed in the materials, so the headline total should be read as the reported figure rather than a fully audited metric. Still, for Calvin Klein, Milk’s winter pantless homage to the brand’s underwear-outerwear story translated directly into measurable buzz and a demonstrable share of voice at NYFW.