Thakoon Panichgul relaunching namesake fashion brand again

Thakoon Panichgul has relaunched his namesake fashion label once again.The Thai-American designer unveiled his first ready-to-wear collection in 2004 and quickly became recognised as a rising star, with his feminine garments sported by the likes of Dem…

Thakoon Panichgul has relaunched his namesake fashion label once again.

The Thai-American designer unveiled his first ready-to-wear collection in 2004 and quickly became recognised as a rising star, with his feminine garments sported by the likes of Demi Moore, Sarah Jessica Parker, and former U.S. First Lady Michelle Obama.

Panichgul overhauled his company in 2016 after receiving an investment from Vivian Chou of Bright Fame Fashion, but after a two-year hiatus, he has once again set up shop.

“It’s important for me to be able to make clothes in a way that is thoughtful,” he told Fashionista of her new venture. “In a way that is great quality that you can wear over and over and over again but also in a way that is affordable for people. Otherwise, you’re just making fashion just to have an expression, a voice. It doesn’t go anywhere after that.”

With Matt Scanlan, boss of sustainable cashmere brand Naadam, serving as chief executive officer, the fashion star is now offering a direct-to-consumer line of high-quality pieces at an accessible price point.

Focusing on stylish basics, including knitwear, slip dresses, shirts, trousers, and coats, items are priced from $75 to $250 (£60 – £200). Model Lily Aldridge is starring in the debut campaign, with the imagery featuring a minimalist aesthetic.

“I have become simpler. When you’re younger, you want to be expressive and you want to have an opinion and you want to say what you want to say. For me, that’s not as important anymore now. I’m more comfortable with myself, I’m more comfortable with my skill and I know what I’m good at,” the 45-year-old added of his style evolution.

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