The Creative Forces Shaping the Thai Fashion Industry
Meet the Thai designers that are redefining and shaping luxury fashion, one look at a time.
To say that Thailand’s fashion scene has been flourishing in recent years, is an understatement. Thailand seems to be the dominant force in the current fashion scene, with Thai celebrities becoming Fashion’s biggest marketing tool. While the major influence of Thai pop culture is relatively new to the international fashion scene, Thai designers have consistently shown their impeccable skill and exceptional creativity for years. The country has seen a growing number of homegrown, talented designers and they are a force to be reckoned with — making waves both locally and internationally.
Known for their ability to seamlessly blend traditional traditional Thai elements with high fashion contemporary design, these visionaries are redefining and shaping luxury fashion. From meticulously tailored menswear to bold, avant-garde creations, Thai designers have rightfully carved a niche for themselves in the global fashion landscape. Ahead, LUXUO highlights some of the most influential and innovative high fashion designers from Thailand, whose work continues to captivate the vast world of fashion.
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Somchai Kaewthong
Somchai Kaewthong — also known as Kai — is one of the most renowned Thai designers of all time, with over 45 years of experience in the industry. His flagship store Kai Boutique has been around since 1969, with his works of art seen on models and celebrities alike. The unveiling of his latest lines is a regular occurrence at Bangkok’s annual fashion weeks, propelling the skilled designer to prominence in Asian fashion. Kaewthong’s work is characterised by opulence and impeccable craftsmanship — with each garment appearance whimsical yet elegant. Dubbed by the Thai public as the Vera Wang of Thailand, the fashion veteran specialises in wedding gowns and cocktails dresses. He was even the first to be awarded in the fashion design discipline by the Thai Royal Family on National Artist Day in 2018.
Karatphet Issara
Karatphet Issara — also known as Plakem — is no stranger to the art of high fashion, having graduated from the prestigious London College of Fashion and trained with famous houses like Chloé, Diana Von Furstenberg and Roksanda. She later established her namesake brand Kemissara brand in 2012 and it has since become gained a loyal following, even including K-pop phenomenon and Thai superstar Lalisa Manobal of Blackpink. The garments of Kemissara are particularly striking with their knack for exuding a variety of geometric prints, striking colours and pleats. From the get-go, Issara was enamoured with textiles and fluidity, striving to create high fashion pieces with flowing silhouettes to allow the wearer complete freedom to move.
Sirapop Dechraksa
Sirapop Dechraksa and business partner Sofia Ortiga met in the prestigious Parson’s School of Design and later co-founded eponymous label SIRAPOP. With a shared vision to re-direct fashion’s focus away from over-saturation and fast fashion and back to artistry, the pair strives to create garments that are great quality and modern yet timeless. Where the brand stands out is in their mission towards sustainability, which is primarily rooted in their raw materials such as silk and fur.
While this is a taboo topic, SIRAPOP approaches fur as an organic product, as it is renewable and biodegradable. The brand claims to devote their resources into sourcing from companies that are fully transparent and socially responsible. The brand also operates on a made-to-order basis, helping combat overproduction and unnecessary waste, unlike most fashion companies today. In addition, their transparent supply chain strives to hold the industry responsible for its contributions to the environment. The innovative techniques of Sirapop Dechraksa are their biggest asset, allowing the brand to emerge as a fashion force to be reckoned with.
Disaya Sorakraikitikul
Disaya Sorakraikitikul founder and creative director of namesake label Disaya, is one of the most prominent designers of the region. The creative force has had ample experience in the industry, having graduated from Central Saint Martins and worked under iconic designer John Galliano. Her creative DNA is highly influenced by her time in London with a mix of “quirkiness and eccentricity alongside femininity and elegance” as stated on the brand website.
Furthermore, her journey started with the launch of her first lingerie label, Boudoir By Disaya, which first launched at ELLE Fashion Week Bangkok in 2004. Driven by the massive success of Boudoir By Disaya, she expanded her product offering and decided to include the Ready-to-Wear and Costume Jewellery collections into the product portfolio, and renamed the brand to “Disaya”. Over the years, the brand has gained international attention, and many of her collections exude a sense of charm and femininity. A-list celebrities such as Katy Perry and Jennifer Lopez have been spotted wearing her designs.
Vvon Sugunnasil
Vvon Sugunnasil is a prominent Thai fashion designer best known for his eponymous brand VVON SUGUNNASIL, which focuses on impeccable tailoring and bespoke menswear. He has made a name for himself with his sharp, minimalist aesthetic and exceptional craftsmanship. Vvon is a highly celebrated figure in the Thai fashion scene thanks to his modern approach to menswear, blending classic tailoring with a contemporary touch — often focusing on clean lines, precise cuts, and luxurious fabrics, offering a sleek yet understated elegance. While primarily a menswear designer, his suits have garnered attention for their versatility, often appealing to both men and women who appreciate well-tailored garments. Additionally, his bespoke services have made him a favourite among Thailand’s elite, given that he is well known for his attention to detail and ability to create garments that not only look sophisticated but also fit flawlessly.
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Somchai Songwattana
Somchai Songwattana is a highly influential figure in Thai fashion — best known as the founder and creative force behind the iconic brand Thai brand, Flynow. He is one of the pioneers of the Thai fashion industry and has played a significant role in putting Thai high fashion on the map. Somchai Songwattana is renowned for his artistic and often theatrical approach to fashion. His brand, Flynow, is famous for pushing the boundaries of conventional designs. His works typically involve the blending of visual avant-garde elements with expert craftsmanship as well as a unique mix of Thai and Western influences. Flynow was established in the 1980s and rapidly grew to become a symbol of the sheer creativity and high fashion of Thai designers.
Chanita Preechawitayakul
Chanita Preechawitayakul is a well-known Thai fashion designer and founder of the brand Soda. Soda is now oen of Thailand’s most well-known and influential brands, particularly known for their trendy, youthful, and edgy designs. Chanita Preechawitayakul’s designs for the Soda brand could be best described as bold and daring — often incorporating vibrant colours, quirky patterns, and a mix of different textures. Her creative DNA harmoniously style blends streetwear influences with high fashion, making it a favourite amongst the younger audiences in the fashion scene. Soda was established back in the 1980s and has become a prominent figure in Thailand’s fashion scene, and the experimental and exceptionally creative approach to design has earned it a cult following both domestically and internationally.
Sirivannavari Nariratana
Princess Sirivannavari Nariratana Rajakanya is a renowned Thai fashion designer and a member of the Thai royal family. She is highly celebrated for her luxury fashion brand, Sirivannavari, which combines elements of traditional Thai craftsmanship with contemporary high fashion. As a designer, Princess Sirivannavari has gained international acclaim and is recognised as one of the most prominent figures in the Thai fashion scene. The captivating creations of Sirivannavari has also been spotted on prestigious events like the Cannes Film Festival as well as collection showcases at Paris Fashion Week.
Princess Sirivannavari’s designs are a perfect blend of her Thai heritage and modern haute couture — with the garments often featuring elements like silk, embroidery, and elaborate prints, while maintaining modern appeal. Her collections showcase a wide range of pieces, suitable for ant occasion, from elegant evening gowns to refined ready-to-wear items, all embodying a sense of regal elegance, much like its creator.
Thakoon Panichgul
Thakoon Panichgul is a highly respected Thai-American fashion designer known for his modern, feminine, and minimalist approach to womenswear. Born in Thailand and now based in the United States, the creative force has been in the industry for over 20 years, having graduated from Parsons School of Design and worked as a fashion editor before releasing his debut collection. Since then, Thakoon has garnered international acclaim for his refined yet romantic designs, which often blend classic tailoring with innovative touches. His eponymous brand, Thakoon, has been worn by Hollywood icons like Sarah Jessica Parker, Demi Moore and even political figures like Michelle Obama.
Thakoon is best known for creating effortlessly chic clothing that balances elegance and practicality, with impeccable tailoring and high-quality fabrics. His designs are typically clean and sharp, with an emphasis on tailoring to achieve a streamlined silhouette. Furthermore, his collections often feature soft, flowing fabrics, muted tones, and subtle prints that focus on achieving wearable pieces that exude quiet sophistication — making it a favourite for individuals that prefer understated elegance.
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Milin Yuvacharuskul
Milin Yuvacharuskul is a prominent Thai fashion designer, the founder of the brand Milin and is a favourite for the fashion enthusiasts of the younger generations. Characterised by her daring, modern, and playful designs, Milin has gained popularity amongst the fashion scene, more particularly those who embrace bold fashion choices. Her captivating works reflect an image that embodies someone youthful and confident — often featuring experimental cuts, striking silhouettes, and vibrant patterns.
Milin Yuvacharuskul’s designs are both bold and sophisticated, with a focus on femininity and sensuality. Her collections primarily feature daring silhouettes, asymmetrical designs, and figure-hugging looks. Additionally, focus is drawn to daring elements like slits, cutouts, and sheer fabrics that allows her designs to have a playful and daring edge.
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