Lifestyle Expression

This Thai fashion house stands out with an eye-catching brand image and captivating collections that encapsulate the philosophy of its founder

Chanita Preechawitayakul

Thananon Thanakornkarn

Conti Pamaranon

Makeup Artist
Vichai Boonprasert

Hair Stylist
Yanapat Thamwises

Karina & Valeria
Sumon Agency

The offbeat asterisk in the Senada* name is an intriguing illustration of founder and creative director Chanita Preechawitayakul’s creative mantra: Fashion is a lifestyle expression. The philosophy behind her brand is that fashion is not only about certain trends or looks, but a whole range of attitudes, moods and personalities. She established the Bangkok-based style house in 1991 and has made waves ever since, with couture-like and upscale collections featuring the finest materials and exquisite details. Each Senada* collection has had its own unique twist, although always based on fundamental elements of neat, lady-like details in both cuttings and materials.

Chanita’s love and appreciation of collectable vintage clothes is at the heart of her fashion philosophy, and with all these facets combined, Senada* is a brand that stands for practical sophistication, femininity, novelty and street glamour. This season, Senada* finds beauty and inspiration in local landscapes, as Chanita has incorporated familiar Thai flora and wildlife into her latest ready-to-wear 2017 Collection: Into the Tropics. For the first time, a Senada* collection is split into five mini sets, providing pieces that cater for all occasions, whether casual or sophisticated, colourful or sincere. However, the trademark decadent femininity and nostalgic signatures that makes Senada* so recognisable and exclusive are still proudly prominent. For the more vibrant pieces of the collection, Ixora flowers (locally known as Dok-khem ), banana leaves and whimsical scenes of Thai forests featuring stags and cranes are transformed into original, high-quality Senada* prints, paired with heavy Georgia and triacetate fabric.

Kicking up Senada*’s couture details an extra notch, banana leaf print is intricately created into fullpiece embroidered fabric, made everyday wearable thanks to simple and elegant silhouettes such as the sleeveless crop top, or A-line skirt. A love of embroidery is expressed in flamingo flower leaves, squirrels and owls sequin embroidered on simpler and neutral pieces of tartan cotton and summer tweed, giving seasonal flair. Classic monochrome pieces can be found in Senada*’s familiar colour schemes of black, white, and navy blue. These pieces, influenced by the same local flora, feature banana leaf-inspired handcrafted sleeves, skirt trimming details and light forest fairy tulle dresses.


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