Thailand: A Powerhouse for Fashion Innovation and Economic Growth

The WWD x Siam Piwat Global Fashion Spotlight held earlier this month in Bangkok convened fashion designers, top brands and retailers, influencers and industry stakeholders. The event not only put a spotlight on fashion in Thailand, but also showcased its role as a global leader in the industry.

The event opened with remarks from Amanda Smith, Chief Executive Officer of Fairchild Media Group and James Fallon, Chief Content Officer of WWD and Fairchild Media Group as well as Chadatip Chutrakul, Chief Executive Officer of the Siam Piwat Group. Siam Piwat Group is a leading real estate and retail business developer, the owner and operator of world-renowned projects such as Siam Paragon, Siam Center and Siam Discovery, and a joint owner of ICONSIAM and Siam Premium Outlets Bangkok. The company teamed up with KASIKORNBANK, SC Asset and WWD to present the event.

Chutrakul said her company has nurtured Thailand’s fashion industry, helping it emerge to the “forefront as a pioneer in the realm of Thailand’s luxury world.” The CEO said the company’s malls “have been the birthplace for Thai champion brands across generations and we have played a key role in developing fashion talents and creating a complete ecosystem for the fashion industry.” Chutrakul said the Siam Piwat Group “has also played a pivotal role in stimulating economic activities within the fashion retail sector directly contributing to the creation of millions of jobs through our initiatives and strong engagements in fashion product innovation and retail development.”

Aside from being a vital force that helps Thai brands prosper on a global stage, Siam Piwat Group and its partners have grabbed the attend of the top global fashion and luxury brands — hence the reason behind this event. Smith said by “providing a platform for designers, retailers and brands to connect on a global scale can truly elevate this country’s place in in the fashion world as a powerhouse.”

Fallon said all one has to do it visit Milan or Paris during fashion week “to see the throng standing outside the various fashion shows and screaming the names of brands’ Thai ambassadors to prove Thailand’s influence on the industry.” Fallon said the country has a long history and has fascinated the West and the rest of the work. “And that fascination is only growing in terms of fashion and retail. More designers are looking to Thailand for inspiration and more Thai designers are having success in the West.”

He went on to say that Thailand “has become an important market for Western luxury brands as they seek further regions of growth.” Fallon said this was evident during tours of Siam Piwat Group malls, where “every major luxury brand is represented and there are sometimes not one but two stores present — which you don’t see anywhere else.”

Fallon then outlined the day’s event, which included high-level panel discussions such as “Building Brands for a Global Consumer,” which featured Wannasiri Kongman, Co-founder & Co-Creative Director of BOYY, Lie Sang Bong, Designer & Founder of LIE SANGBONG and Octo Cheung Yan Yu, Vice President of Shanghai Tang. Fallon moderated the session. He also moderated “Adapting to the New Luxury Landscape,” which featured Emmanuelle Kouakou, Managing Director of South East Asia & Oceania for Piaget, Roberta Pellacci, Vice President, Marketing & Communication at Bvlgari Japan, Suvadee Phungbunphra, Chief Executive Officer of the PP Group and Orand Puipunthavong, Chief Operating Officer & Chief Business Officer at the PP Group.

The sessions were informative, and offered insights into current and future trends. Afterward, Lily Templeton, Watches, Jewelry and Fashion Editor for WWD, took the stage for a session, titled, “South East Asia’s Power of Global Influence,” which featured Heart Evangelista, Davika Hoorne and Nattawin “Apo” Wattanagitiphat, who are three of the most high-profile fashion influencers from Southeast Asia. The influencers shared their perspective on the region’s rising fashion influence and its impact on the global stage.

Wattanagitiphat told attendees that everyone knows the term “influence” and noted it is about “pushing something forward, but if you ask me what ‘influence’ means in my perspective, I’d give an example from my experience working with global brands like Dior and Piaget.” Of note is that Wattanagitiphat’s appearance at the Dior spring 2025 show generated considerable attention.

Evangelista said influence goes beyond what one wears. “I feel like it’s an overall package. I feel like it’s more of the language of someone’s heart toward another heart that makes you influential,” she said adding that influencers “are very lucky that we have social media, to share this big stage with everybody. For me, influence also means being very transparent and just being myself. I try to educate people with however or whatever is presented to me through my stories on YouTube.”

For Hoorne, influence is defined by “power and trust. We can shape the stories and we can make people move by our presence on our platform.” For her part, the turning point was when her Instagram followers surpassed 1 million. Hoorne now has over 18 million followers. Hoorne said she started gaining popularity about 10 years ago. “I have to game on, and hold the trust and belief my fans give me,” she said.