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Published on January 17, 2008

 It is intended to maintain momentum in the Kingdom's ambitious goal to become a regional fashion hub.

The event will be held at the Thailand Creative and Design Centre on the sixth floor of The Emporium from January 31 to February 5.

The Nation newspaper is the event's media partner.

"Fashion isn't just about clothes. It's about life, and this showcase will develop fashion talent here in Thailand by letting them see real work from legendary brands," said Emporium senior managing director Kriengsak Tantiphipop yesterday.

The seven international brands include Chanel, Chloe, Emilio Pucci, Fendi, Kenzo, Salvatore Ferragamo and Valentino. They will show their spring-summer 2008 collections.

The event will be a rare chance to view the world-class designs of Valentino, who plans to step down after the label marks its 45th anniversary.

"The brand is going to show colourful designs with the image of 'joyous women', in contrast to his simple, dark signature gowns," said Saihathai Sangsingkeaw, brand manager of Valentino.

The event is a dream come true for Kriengsak, who had been negotiating with the top fashion houses for the past three years. He believes the event will serve as yet another step for Bangkok to be a world fashion destination.

"It's like a dream. I get goose bumps whenever I am there. Now that Thailand has a chance to host this kind of event, it will certainly boost its image and help develop Thai fashion brands," Saihathai said.

"Although fashion may be seen as a frivolous and for the rich, it is also about art and pleasure that everyone can enjoy," said Chanel's managing director Guillaume Sauzin.

Entrance is by invitation. Each show seats just 500 people. Students and fashion enthusiasts can attend an international fashion symposium between January 31 and February 5 with Chanel, Harper's Bazaar and Valentino at the auditorium of the design centre. For information and reservations telephone 02 259 8755.

Lisnaree Vichitsorasatra

The Nation