Chanel’s highly anticipated Cruise 2018-2019 collection made a stunning debut along the picturesque Chao Phraya river in Bangkok, marking a historic moment for the iconic French fashion house. The collection, first revealed in Paris, featured a nautical theme that perfectly complemented the stunning ocean liner set up at the Grand Palais.
Fashion lovers in Bangkok were treated to a one-of-a-kind experience as they were transported to a waterfront venue in the Yan Nawa neighborhood, where a sprawling white tent awaited them for the show. This marked Chanel’s second appearance in Southeast Asia, with the first being in Singapore in 2013. The audience was captivated by the vibrant berets, sequined smocks, and holiday-inspired Chanel tweed that graced the runway.
Among the notable guests in attendance were actress Tilda Swinton, Lily-Rose Depp, and Chanel’s global fashion president Bruno Pavlovsky. Pavlovsky highlighted Bangkok’s tropical climate as the perfect backdrop for the Cruise collection, tailored for warm weather styling.
Pavlovsky also expressed confidence in the Thai market, noting that Thailand ranks among the top ten nations in Chanel’s consumer base. With four established boutiques in Bangkok, the brand’s strong presence reflects the thriving luxury market in Thailand, despite economic challenges faced by the country.
Valeria Scaramuzzi from Deloitte highlighted the role of urbanization, retail growth, and social media influencers in propelling the luxury fashion market in Thailand. With an expected annual growth rate of nearly six percent in luxury revenue, Thailand remains a key player in the global luxury sector.
Chanel’s choice to showcase its Cruise collection in Bangkok not only underscores the city’s rising prominence in the fashion scene but also underscores the brand’s dedication to engaging with diverse markets worldwide.
Learn more about the influence of luxury fashion in Thailand:
Vogue Business – Thailand: The Luxury Market You Might Be Neglecting
Discover how social media influencers impact the luxury industry:
Business of Fashion – How Social Media Transformed the Fashion Experience
