Fashion to Thai for

Central Chidlom recently celebrated the launch of ThaiThai, a new gallery-style zone that salutes the talent of the country’s top designers and brings together 15 brands on one floor.
Located at the skylink to Central Embassy on the department store’s second floor, Thaithai’s opening party was hosted by the president of merchandising Tapida Norpanlob, the PR director of Central Department Stores Siriyos Devahasdin na Ayudhya, and Siam Commercial Bank’s senior vice president for advertising and promotions Supee Pongpanich.
Celebrities and stars happily donned the spring-summer collections for the catwalk. They included outfits by Asava and ASV by Asava Polpat Asavaprapha, Curated by Ek Thongprasert, Kloset, Milin, Tu’i, Tutti and Vickteerut, all members Bangkok Fashion Society (BFS), as well as Anchavika, Kem Issara, Kwankao, Lovebird, Vatanika, Kingkan and Patinya.
“The ThaiThai zone is spread over 1,600 square metres and its aim is to promote Thai designers worldwide. Many of the brands have also showcased their new collections for the first time here while others have designed special collection exclusively for us,” Tapida says,
“We are also bringing in bags by 31 Thanwa, accessories by 77th Rudimentary and fashion items by Secondskin. Shoppers can relax over snacks and tea at the Three Wishes Cafe and Tea Room,” he adds.
“We have seen that Thai brands are well-received both locally and internationally. Central Department Stores would like to support Thai designers whose ability can easily rival international labels by providing them with a special space to present their creativity and concept. We also facilitate our customers by allowing them to mix and match items from various brands and pay at one point. The design of this zone is similar to that of an art gallery. The open space allows customers to check out every brand conveniently while offering maximum visibility to every label. Each brand has chosen only its showpieces for our zone, which corresponds with Central’s mission of offering only the best,” Tapida continues.
Guests at the opening showed their enthusiasm for the collections and after the shows were keen to chat with the “muses” of each brand. Chermarn Boonyasak served as the muse for Tu’I, Warattaya Nilkuha for Anchavika, Cris Horwang for Milin, Virithipa Pakdeeprasong for Kwankao, Panita Tumwattana for Lovebird, and Chalida Vijitvongthong for Kloset. Other celebrities representing labels included Piyawadee Maleenont (Kingkan), Naphaporn Bodiratnangkura (Vatanika), Jareyadee Spencer, Orn-arpa Poonsapmanee and Boonyapha Bencharongkul (ASV by Asava), Pattree Bhakdibutr (Kem Issara), Napassanan Pasawong and Khemupsorn Sirisukha (Tutti), Anchisa Vacharaphol (Vickteerut), Jarujit and Pimlert Baiyoke (Asava) and Boontida Jaroensawat for Patinya.
Fresh and summery dresses and separates dominated the collections with colours ranging from bright hues to softer pastels. Silhouettes were comfortably loose and the cutting neat. Prints added a touch of fun with Asava playing with a New York graphic and Kloset capturing the nostalgia of flower power. Vatanika stuck to its trademark rose and flower motifs inspired by the porcelain of Jacob Petit and Milin showcased a range of sports wear including high-cut swimsuits, athletic shorts and a cheerleader jacket.