Imagine a silk thread spun thirty seven years long, one fine thread weaving hundreds and thousands of garments, all with one thing in common, Madame Pichita. One woman fashioning three lines: Pichita Haute-Couture, Atelier Pichita, and Difusion II.
Pichita is as relevant today as she was in 1979, when the daughter of the late couturiere Lamyong Boonyarataphan opened her first design studio. The secret to maintaining such a stronghold, she stresses, is to never have diverted from her instincts. For her, inspiration floods in from everywhere—rich silks from China, the vibrant colours of North Africa, even something as mundane as Pinterest or as obvious as her training in France at Chambre Syndicale de Couture, disparate elements giving her garments an unconventional twist.
Unlike much of the fashion world, Pichita does not follow mainstream trends. Her designs are distinct because they come from within her soul, never reflecting a particular era or season. A dress you buy today will look just as elegant and sophisticated as the day it was purchased.
Her two daughters, Tatim and Teema, have recently joined the team, uniting Pichita with emerging 25-30 year old shoppers with their freshness, drive, and business acumen. And the family has begun the slow process of rebranding, planning to eventually expand to include complete lifestyle wear—everything from eye glasses, sports gear, maybe even swimwear.
The trio is currently working on the first collection of a brand new label, Pichita, featuring women’s wear, a few pieces for men, and curated accessories. Though sharing the influences with the other labels, Pichita will have its own DNA, one punctuated by a cool, laid-back attitude. When asked if they plan on changing the “distinct” look for which Pichita is renowned, both daughters agreed that to change the look their mother created is not even an option—it’s like a leopard changing its print.
With her daughters hard at work in their leafy Ekamai home, Pichita offer fashion advice that any girl can afford. “Don’t be influenced by your friends,” she says. “Look for style and [let it reflect] your own personality—price doesn’t matter.” When Pichita launches this spring, no doubt this label will evoke precisely what the Madame has always stood for: individuality.
77/7 Ekamai 12 | 0 2381 5391 | atelierpichita.com
THANN at CentralWorld
THANN at Gaysorn
Pichita Outlet at Villa Market Hua Hin