That silken touch

Khon Kaen, the second largest province in the Northeast of Thailand, recently joined up with three leading local fashion brands – Asava, Kloset and Hook’s by Prapakas – for its new “Mai Mudmee the Masterpiece of Khon Kaen”, campaign that aims to add value to its outstanding One Tambon One Product (Otop) mudmee silk.

“Thailand is now getting ready for the Asean Economic Community in 2015 and the Khon Kaen Office of Community Development, which promotes Otop, saw the necessity to develop and create added value of mudmee silk product through a new brand, ‘Mai Mudmee the Masterpiece of Khon Kaen’,” explains Khon Kaen Governor Kamthorn Thawornsathit.

Designed on the theme “Unlock the Real Power of Silk”, the campaign launch featured fashion shows by the three leading local brands using television soap stars as their models. Sukollawat “Weir” Kanaros and Pechaya “Min” Wattanamontree wore Polpat Asavaprapha’s “Asava” outfits, which blend tradition with sporty silhouettes. Pakorn “Boy” Chatborirak and Rasri “Margie” Balenciaga modelled Mollika Raungkritya’s “Kloset” collection with its romantic rock style, while Teeradetch “Alex” Methavorrayuth and Rinlanee “Joy” Sripen wore colourful and modern designs from Prapakas Ungsusing’s “Hook’s by Prapakas”.

The media event also included a Mudmee Lounge, where mudmee silk weavers and traders were invited to negotiate, and a Mudmee Product Display by several hand-woven groups like Ban Nong Ya Plong in Mancha Khiri District and Ban Hua Fai in Chonabot District.

Mudmee on Stage presented talks titled “The Miracle of Silk and Beauty” by makeup artist Kamol Chatsen and Kloset’s designer Nat Mangkang, “The Miracle of Silk and Food” by Chef FaiFoo, and “Mai Mudmee Chee Chong Ruay” by marketing guru Thanyawat Chaitrakulchai and fashion columnist Dr Pongsakorn Chindawatana.