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| When talking about fashion
or designers, women around the world, and Thai
women also, will think of those internationally
renowned designers and brand names like Gucci,
Christian Dior, Yves Saint Laurent, Louis Vuitton,
Hermes, Ferragamo, Moschino etc., most of which
are of French and Italian origins. It seems there
are no international brand names belonging to
Asia. But things are changing now. In the foreseeable
future, it is predicted that Thai designers and
brand names may become one of the leaders. |
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| The Bangkok Fashion
City Project was set up to prepare Bangkok for
the role of a fashion hub in Southeast Asia by
2005 and that of the world by 2012. The Cabinet
has approved a budget of 1,800 million baht plus
487.9 million baht from the private sector for
the project. Its goals are to promote all aspects
of Thailand's fashion trade covering textiles,
garments, jewellery and ornaments, footwear and
leather industries on a grand scale and to establish
the image of Bangkok as a centre of fashion designs. |
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Super models from 21 APEC
countries presenting tailored
Thai silk dresses on 20 Oct.
2003 at the Phitsanulok House.
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In a recent weekly radio address
to the nation, Prime Minister Thaksin Shinawatra
said that people involved in the fashion industries
would be invited to meet for talks on the project
so that it would be of benefit to everyone.
He added that most Thai people possess fine
workmanship and creativity in fashion products
as evidenced by the fact that out of the first
ten awards in the recent world contest of woven
clothes, three were given to products from Thailand.
According to the Prime Minister, the Bangkok
Fashion City Project will focus on the development
of Thai designers' skills and marketing ability
and on encouraging Thai manufacturers to produce
fashion goods under their own brand names instead
of producing for foreign brand names as has
been the practice so far.
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| To
achieve the objective |
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| Three groups of people --
designers, marketing personnel and investors --
are the core to make the project successful. Industry
Minister Somsak Thepsutin, who initiated the project,
said that Thai fashion products need to be developed
to meet international standards and that public
relations campaigns must be boosted to publicize
more than 300 Thai-brand fashion products abroad.Recently,
design competitions for fashion, accessories,
and leather goods were organized by the Industry
Promotion Department to give opportunities to
young-blood designers. |
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However, there are many famous
Thai brands whose standards are already well
known worldwide. All Thai characteristics brands
that are in harmony with international designs
and which are made of high-quality materials,
have been proved successful in international
markets.
According to the statistical data of the Information
Technology and Communication Centre collected
in cooperation with the Customs Department,
Thai exports of textiles and garments in 2003
(Jan.-Jul.) reached 3,083.5 million dollars,
an increase of 9.9% when compared with the figure
of the same period of last year which was 2,805.7
million dollars. Even though these figures indicate
the tendency of prosperous growth of these Thai
exports to worldwide markets, it is required
to maintain brand awareness and prestige of
these products to survive in the intense international
competition.
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| Thailand's
Potentiality to be the Fashion Centre |
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In
view of the potentiality, two experienced persons
in fashion circles gave interesting remarks.
Mr Bertrand Michaud, Managing Director of Hermes
Asia-Pacific says, as reported in the Bangkok
Post of October 21, 2003, "Thailand has
the capability to become a fashion hub of the
region as planned by the government, due to its
strong craftsmanship and high-quality materials
such as fabrics and ceramics." |
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Laura Bush, the First Lady
of the U.S.
and Khunying (Lady) Pojamarn,
the wife of Prime Minister Thaksin
Shinawatra at the fashion show
at the Phitsanulok House.
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| The
Thai News Agency also reported Giorgiana Appani,
Director of Foreign Department, the Institute
of Fashion Technique Development, New York as
saying: "Being the fashion city depends
on several factors. Right now, it is the perfect
opportunity for Thailand to do so but with hard
work. Above all, Thailand has a firm fundamental
structure of art and culture and nowadays Thai
people are with full enthusiasm to pay for fashion
goods. All these facts serve as a positive proof
for the success of the project." |
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The
Bangkok Fashion City project will be formally
launched in February 2004 after two pilot mini-fashion
shows were held, one at Don Muang International
Airport on 18 October 2003, and the other at the
Phitsanulok House, the official residence of the
Prime Minister, on 20 October 2003. Another similar
show is tentatively scheduled to take place on
31 December 2003 at the National Sports Stadium
to celebrate the New Year.
The show on 20 October was held not only to entertain
the group of APEC leader's spouses but also to
promote the beauty of Thai silk. Twenty-one models
appearing on the catwalk were super models who
were representatives of APEC countries. Their
costumes were the latest collection by an established
Thai designer. |
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| These
fashion shows indisputably revealed the high capacity
and strengths of the Thai fashion trade. They
provided a shot in the arm for other Thai designers
as well. The creative designs together with the
exotic patterns of Thai fabrics were admired by
the 21 spouses of APEC leaders, resulting in a
positive image for Thailand. |
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At
the time of writing (November 2003), the official
opening of the project is planned to take place
in early February 2004. It will feature a fashion
show by international and local super models.
Besides, fashion gurus and well-known designers
from almost all over the world will show up. However,
the organizer is still considering a suitable
place to hold the event.
In conclusion, the Bangkok Fashion City Project
is expected to be a breakthrough in the promotion
of the Thai fashion industry both in aesthetic
and marketing aspects. It is hoped that the "Thainess"
of Thai fashion will originate a nouveau trend
for worldwide fashion enthusiasts. Nevertheless,
Rome was not built in a day. Thus, becoming
a leader takes time. This project is just the
beginning.
-Note: All dresses are made of Thai silk.
-Special thanks to the Office of the Bangkok Fashion
City Project, Ministry of Industry and Mode Image
Co.,Ltd. for giving information and photos to
Thaiways. |
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