Entitled "Bangkok International Fashion Week 2007" (BIFW), the event will be held at Siam Paragon's Parc Paragon from March 15-18. Organisers include the operators of Siam Paragon, Siam Centre, The Emporium, and Siam Discovery Centre. The event will cost over Bt50 million and feature 13 leading local designers.

Kriengsak Tantiphipop, executive chief marketing officer of Siam Paragon Development, said BIFW is aimed at boosting the competitiveness of the local fashion industry as well as promoting Bangkok as a fashion capital and regional fashion hub.

"After the government cancelled the Bangkok Fashion City venture, the private sector agreed that we should continue with it. This joint effort will ensure that sales of Thai brands will continue to grow at a steady pace," he said.

BIFW will feature 13 brands including ANR, Flynow, Greyhound by Nokia, Inspired by Inner Complexity, Kai, Nude Colours by L'Oreal Profession, Theatre, Time's End, Tippy & Matthew, Tube Gallery, Yosawadee, Dress Code, and FASH.

Other groups will be involved in the fashion week including Nation Group, Harpers' Bazaar, Nokia, L'Oreal and Kasikorn Bank, and Muang Thai Life insurance.

Greyhound president and designer Bhanu Inkawat said that some might think that fashion is an extravagance and out of step with the sufficiency economy but he did not agree.

"Thai fashion products are a good alternative to international fashion items with equally high quality at more affordable prices," he said

The international press will attend BIFW. Famous brand names such as Jimmy Choo from London, Hong Kong's Dorian Ho, and Khoon Hooi will showcase their collections.

Kupluthai Pungkanon

The Nation