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The Emporium shopping complex puts Thailand on the world fashion stage this month, bringing leading brands to present their spring/summer collections to Bangkok's fashionistas in a week-long event that kicks off at Thailand Creative and Design Centre on January 31.

The "Emporium World Fashion Showcase 2008", which features the latest designs from Chanel, Chloe, Fendi, Kenzo, Salvatore Ferragamo and Valentino, aims to promote the country's image as a leading Asian fashion hub.

Senior managing director Kriengsak Tantiphipop says the event offers a rare opportunity for Thais, and especially local designers, to experience world-class fashion in the same format as that enjoyed by trend seekers in Paris and Milan.

"This event should motivate those involved in the local fashion industry to develop their style, design concept and attitude towards doing business. The event also aims to stimulate five-star tourism and upgrade Thailand's image from an international viewpoint," he says.

The event is divided into four parts: runway shows, special fashion showcases, seminars and fashion parties. The seminars will be led by industry gurus who will share their knowledge and experience with Thai fashion students, the press and interested members of the public.

Joining the Emporium in this venture are business partners that include Nation Multimedia Group, Raimon Land, Siam Commercial Bank, The River, Thai Samsung Electronics, SL International Automobiles, Spyker and Singha.

Valentino spokesperson Nualphan Lamsum says this mega fashion event will put the brand firmly in the spotlight.

Valentino's spring and summer collection features a rack of exquisite dresses including a short red ruffled frock, a black and white polka dot strapless number, a sweet, pink full-length chiffon gown with intricate lacework, and a crystal-hemmed asymmetrical black mini dress. There's also a series of outfits celebrating classical female style that are refreshing yet refined, among them a fabulous beige sequinned gown.

At Chole's fashion house, regional communication manager Odette Crockett says the concept for this summer is "Sun, Sea and Sex", with lots of lightweight chiffon and flowing outfits that are perfect for a holiday at the beach.

Kenzo's world-renowned designer Antino Marras takes fashionphiles to the Amazonian jungle, according to Sopa Suyanan of Taisin Industrial, the brand's distributor here.

"It's a fascinating collection that focuses on colour and delicate handcrafted pieces."

Regional managing director Michelle Ng of Salvatore Ferragamo, which has been selling its trends in Bangkok for 20 years, is thrilled to be taking part in the event.

"The world fashion showcase is a great opportunity to display the versatile collections of the coming year," she says.

The Nation