Always cool in cotton

THE ANNUAL event known as “Cotton Day” recently returned to Bangkok with a fashion show of casual and formal gear from 34 brands all made from the very purest of US cotton. 

It also marked the launch of the global “I Love My Cotton” campaign, which is designed to raise consumer awareness of Cotton USA and which emphasises the fabric’s key attributes of purity, quality and responsibility.

Purity underlines that US cotton is shipped pure from the field, while Quality showcases the meticulous care taken by US cotton producers in producing high-quality fabric. Responsibility stems from the dedication of producers to creating a better world.

“Cotton Day is celebrated every year in four key consumer markets – Japan, Taiwan, South Korea and Thailand. As the seventh Cotton Day celebration in Thailand, this year’s event continues to emphasise the favourable benefits of cotton. This natural fibre is eco-friendly because it is renewable and biodegradable and is also consumer friendly thanks to the comfort and all-season wearability of a soft, irritation-free and highly breathable fibre,” Kraipob Pangsapa, the Asean representative for Cotton USA., told XP during the event held at Siam Kempinski Hotel Bangkok.

All the three key advantages of US Cotton were portrayed in a fashion show of cotton clothing with fabric support from seven textile mills and apparel collections from 34 garment brands that are Cotton USA licensees. Three leading Thai designers – Pisith Sirihamarat of Klar Lov, Chai Jiamkittikul of Chai Gold Label, and Siriorn Teankaprasith of Painkiller – also lent their support to the showings, which featured some of Thailand’s top models, including Sukkolawat “Weir” Kanarot, Teeradetch “Alek” Metavarayuth, Margie-Rasri Balenciaga, Patricia Tanchanok Good, and Suriyont “Deaw” Arunwattanakul.

Pisith visualised the conceptual idea of “Purity” through wedding dresses in the unmistakable style of Klar Lov. Inspired by high dressmaking of couturiers back in the 1950s. In this collection, Pisith reduced excessive details and adornments and focused more on bringing out a woman’s inner beauty of the woman on her most memorable day.

Chai portrayed the idea of “Quality” in his design contribution by offering a collection entirely in tones of red. This was complemented by signature draping techniques and details of Chai Gold Label. Siriorn conveyed cotton’s “Responsibility” through her streetwear style with a design concept of “New Natural”. Her earth tones were full of fun but never destroyed the characteristic mood of this hue. The use of camouflage colours and patterns gave human beings a nudge for peaceful co-existence with flora and fauna.