Chanel's next big show will be held in Bangkok, Thailand to learn about Thai fashion in advance.

Each season of the Chanel holiday collection will create some ingenious shows in different cities around the world. Paris, Tokyo, Seoul and Havana were the destinations of the brand. In May of this year, Chanel drove a large cruise ship into the Grand Palais in Paris. On October 31, the ship named LA PAUSA will sail to Bangkok, Thailand, and drop the anchor on the Chao Phraya River to showcase the brand's 2019 autumn holiday series. .

Before the show, it is better to come together to understand the fashion industry in Thailand. Perhaps you can learn some of the reasons why Chanel is looking at Bangkok.

Government-supported fashion industry

Thailand has become more and more fashionable, and it is inseparable from the support of the Thai government for the domestic cultural and creative industries and the fashion industry for more than a decade.

The 1997 Asian financial crisis hit the Thai economy, and the Thai government, which has been hit hard, has since actively sought to upgrade its industry. In 2001, Thaksin came to power and began to vigorously promote the cultural creativity and fashion industry. He also shouted the slogan of “making Thailand a central point of fashion connection to the world”.

The Bangkok Fashion City and Creative Thailand, launched in 2003, are the product of this big background. According to the Bangkok Post, the Thai Ministry of Industry planned to spend 1.8 billion baht (about 375 million yuan) to build Bangkok into a world fashion capital alongside New York, Paris and Milan, and spend 20 billion baht. RMB 4.1 billion) to promote Thailand as a design center in Asia.

The Bangkok Fashion City Program includes the promotion of Thai designers and their works through professional exhibitions, and the creation of the National Cultural Innovation Fund to provide young people with an annual venture subsidy of 200 million baht (approximately RMB 41.64 million). After the implementation of the two plans, the tourism industry in Thailand began to recover, and the Thai design industry and fashion industry also developed rapidly.

Although Bangkok's fashion city plan was abandoned after Thaksin's departure in 2006, the Thai government has been promoting the fashion industry through various other programs for more than a decade. The latest Thai Fashion Industry 4.0 (Thailand Fashion 4.0) was launched by the Thai Ministry of Industry in January last year. The plan includes helping the Thai fashion industry to improve existing products, cultivate regional talents, and help SMEs innovate.

In addition, the Thai government is actively working with the private sector to promote the emergence of more and more emerging designers. The Industrial Promotion Agency of Thailand and the Small and Medium Enterprise Development Institute jointly launched the FDC Fashion Designer Creation in 2015, which will set up a design studio for the winners, as well as experts in the fashion industry to guide the designers to create their own brands.

International Fashion Week and local brands

Bangkok International Fashion Week was held in 2007. It was originally a project belonging to the Bangkok Fashion City Project. After the project was terminated, it was hosted by the Thai government and private companies. It has now gone through 11 years.

Bangkok International Fashion Week was only opened for 3 days and displayed more than a dozen local excellent brands. In recent years, the scale has gradually expanded and become more international. It will last for 5 days and show more than 30 domestic and foreign brands, in addition to the catwalk. There are also theme exhibitions, designer forums and other activities. There are many world-renowned designers who participated in Fashion Week. In March last year, Chinese designer Guo Pei was invited by Bangkok International Fashion Week to take the Gao Ding series “Legend” to the show in Bangkok.

Since its inception, Bangkok International Fashion Week has been an important platform for young Thai designers to showcase their designs. The Thai government has continuously promoted local brands to the international market through Bangkok International Fashion Week. In recent years, many fashion brands in Thailand have become well-known internationally, including brands with simple and individual styles and brands with local characteristics.

Boyy is a relatively successful local Thai brand created by Thai designer Wannasiri Kongman and New York music producer Jesse Dorsey. Boyy's one-of-a-kind handbags and hairy one-legged shoes can often be seen in many foreign street shoots. The model Bella Hadid and the net red blogger Chiara Ferragni have all passed through Boyy's famous fur shoes.

Disaya is another internationally renowned Thai brand. The founder, Disaya Sirakraikitikul, graduated from Central Saint Martins College in London with the first place and was guided by the famous fashion designer John Galliano. Disaya was founded in 2007. The style is mixed with Eastern and Western styles. The costumes are both British and lively and magical. The stars such as Anne Hathaway and January Jones have all passed through Disaya's dresses.

Another Thai-style brand is Kloset, which was founded in 2001 by designer Mollika Ruangkritya. It is popular in Thailand for its feminine design style, design elements such as prints and lace, and is influenced by Thai domestic stars and general consumption. The pursuit of the person.

Fusion of entertainment industry and fashion industry

Bangkok International Fashion Week in Thailand is not the same as many other fashion weeks. Every year, local first-line stars at Bangkok International Fashion Week will not only go to the show, but also be invited by the brand to personally walk the show.

The first-line stars have been on the catwalk in Bangkok International Fashion Week because many Thai stars have entered the entertainment industry as models. The Thai stars with good looks and good looks are open on the T-stage and on the screen. The brand is happy to invite them. The actor is standing for himself.

At the International Fashion Week in Bangkok in March this year, the actress Aokbab and Pancake, Janie, Mai, Bee and other stars of the film "Genius Quest" were invited to be the catwalks of many brands.

In addition to popular stars, Thailand is also rich in Instagram red, many well-known net red have millions of fans, many netizens said that the photos of Thai net red often have a "Thai girl has been so fashionable" feeling. Pimtha, Mo Monchanok and other Thai nets are not only worn in Thailand, but also in Hong Kong and mainland China. With the popularity of Thai net red, Thai local fashion trends and local brands have gradually stepped out of the country.

Of course, more importantly, while the local industry in Thailand is developing rapidly, the fashion consumer groups here are also rapidly maturing. This is not a small attraction for luxury brands that are always looking for and expanding into emerging markets.