How would you describe your brand?
Pitchana is a womenswear brand that tastefully embodies its own approach on sophisticated sensuality.
My designs enhance and hug women’s figures, with details that hint at a sweet sultriness.
Most brands offer day-to-night looks, which is the opposite of Pitchana. Mine are mostly made for special occasions, such as cocktail parties and gala dinners.
What got you into the fashion industry?
After graduating from Chulalongkorn, I joined my family’s PR business, which required attending many events. Instead of spending lavishly on new ensembles, I started designing my own clothes.
What is your design process?
It starts from research, brainstorming, finding inspiration and stories, and then I’ll create a mood board to see the bigger picture, create colour hues for the collection and make prototypes.
My collections often take inspiration from iconic women. My former muses were the Femme Fatale archetype: Marie Antoinette, the Sex and The City actresses, Kate Middleton and Kate Moss. All of them represent strong, independent women, which I adore.
What has been the highlight of your professional career?
Launching my own brand – it’s my proudest accomplishment. All the money spent on doing this was from my own savings.
What are you hoping to achieve in the future with your brand?
I am hoping to expand my company by recruiting a bigger team. My strength might be more on the design side, but for the business part I think I need someone to help me.
My other dream is to have a sport brand as well.
If you weren’t in fashion, what would you be doing?
I actually have two full-time jobs. One is being a PR manager at my family business and another is as the creative director of Pitchana. So if I wasn’t in fashion, I would work in marketing.
I posted a few of my designs on Instagram and got surprisingly good feedback. So I came up with a mini-collection, and then followed that up with a fully-fledged first collection.