‘It’s not a secret’: the rise of Thai chic as fashion brand Amr de Saison hits Hong Kong

South China Morning Post - Oct 6, 2026

Once overlooked by the global fashion industry, Southeast Asian couture and craftsmanship are now stepping into the spotlight as labels from Thailand, Vietnam, Malaysia and neighbouring countries start to gain widespread admiration. “People always say it’s like a kept secret,” says Verawat Chinpilas, 38, co-founder and creative director of Thai fashion brand Amr de Saison. “But, no, it’s not a secret. You just weren’t looking.” Founded in Bangkok in 2022, Amr de Saison blends relaxed everyday...

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