Versace, which dresses superstars like Madonna and Jennifer Lopez, says it has lost around 70 per cent of its clients in Thailand.

The company that imports Versace luxury products told Krungthep Thurakij newspaper that sales had started to diminish at the beginning of this year and worsened since the coup. Tourists, who accounted for 70 per cent of clients, have gone.

Apart from overall economic sentiment, Versace's rep in Thailand said the news of political instability had shocked the market. Clients didn't want to spend money on designer clothes amidst the gloomy political atmosphere, and the shop would have to adjust marketing strategy by at least introducing more collections.

But the loss of sales may not be entirely down to gloomy sentiment. Perhaps Donatella Versace should realise the changing trend of fashion in Thailand.

Versace is known for outrageous sexiness, exposing the female form in all its curvaceous appeal, a style close to the heart of Hollywood.

If she bothered to set foot in Thailand, she would see that the latest fashion statement here is inspired by military uniforms.

Fatigues, heavy fabric jackets, cargo pants and shirts decorated with polished brass are now the hottest thing on the runway.

Versace's notorious safety-pinned black frock is, I am afraid, "out". The look of the moment is a no-nonsense, attention-grabbing combination of green tank top and combat gear.

General Prem Tinsulanonda, no less, led the trend when he appeared in full battle dress on a visit to the military college just a few weeks before the coup.

Since then, full fighting fig has been all the rage. It was Prem who some years ago made Chinese-collared silk shirts a hot item, and here he is now, the godfather of military chic.

The fashionistas are falling over themselves, but fashion comes and goes. Like everything else in this world, it has its own cycle that cannot be stopped.

Jeerawat@nationgroup.com