In 2005, a new graduate from London’s Central Saint Martins, Disaya (née Prakobsantisukh) Sorakraikitikul, founded fashion house of Disaya. This year, Disaya is celebrating its 10th anniversary as its creative director gets ready for the upcoming #DISAYA10TH show.
“It’s been surprisingly fast,” Disaya smiled. “I hardly feel it’s been 10 years already.”
Disaya made her debut with her first lingerie line, Boudoir, which took off at Elle Fashion Week 2004. The part-time project during her graduate studies became a trial run of her dream pursuit.
“My then-boyfriend-now-husband and I had an idea of launching a lingerie line,” the designer said of the first venture with her husband, Danai Sorakraikitikul. “The market in Europe was big and we saw the opportunity in Thailand. We were going to do it just for fun, but it turned out to be far more serious.
“At first, working together as a couple we often fought. So we set a rule that we wouldn’t discuss work, at least before bedtime. That fact that we’re keen in different sides of the business, he’s good at operations, while I’m in charge of the creative vision, we’re supporting and complementing each other. It’s naturally made our business run dynamically and made good progress.”
“Since we’ve known each other from a very young age, we’ve grown up together. He knows what my passion is. Since school days, he has encouraged me to follow my passion. He was even helping with my degree project.”
A Twisted Hauteur autumn/winter 2015 collection sketch.
By building their first business together, Disaya and Danai have learned all the necessary lessons in the real world. Boudoir has been their school providing the life partners a fast track to successfully start off a full fashion line a year later.
“We started from scratch. In the beginning, we had to be involved in every single process. With real-life challenges, we’ve learned how to fix those problems and move forward,” Disaya said.
“To start a brand is not difficult, but the main challenge is how to carry it on and make it grow. The fashion industry in particular is fast-moving. Know-how is really important.”
After returning home with a master’s degree, Disaya established her eponymous fashion label. The brand boasted international presence almost instantly after the launch by earning more than 70 stockists outside Thailand, including world-famous department stores like Harrods, Harvey Nichols and Le Bon Marché.
Its first collection was an interplay between macramé knotting technique with lightweight chiffon fabric. Couture artistry, delicate embroidery and careful craftsmanship have been the signature of Disaya throughout its years.
“In the clothing, our customers love the meticulousness and attention to details. They can feel it when they wear it,” she said. “As a fashion retailer, we also focus on the customer experience. One of the essential factors that has made Disaya grow is direct feedback from our customers. We take them into account and they help us improve.”
In celebration of Disaya’s first decade, the fashion house reintroduces itself by setting off a stronger brand image, reimagining its inspiring muses and expressing modern relevance. The muse for Twisted Hauteur, the autumn/winter 2015 collection, is a tasteful, aspiring grown-up lady. Lavish and youthful, she is well-off, appreciates the arts and knows what she wants.
“Disaya is not 100% me,” said the 37-year-old. “Of course, it partly reflects my taste, my style and what I’m passionate about. For each season, our team works together to envision our muse to create the collection: who that woman is, what is her lifestyle, her hobbies, her favourite drink, her family. Then we get the same picture, gear up for the same direction and develop the collection from there. Each element in the design and visual merchandising portray the key concept and aesthetic of the new season.
“Each collection is the fruit of good teamwork. Apart from three designers and myself in the design department, all team members play an important role. I’ve learned that running a brand is not a one-man show. Teamwork is very essential.”
In addition to four stores in Bangkok, Disaya has expanded in Asia with a free-standing store in Jakarta and wholesale accounts in China and Hong Kong. “I don’t know what the future holds. But today, we’re doing our best. I only expect to see our team get stronger and enjoying their work. If the brand grows, it’s a reward.”
“I’m very happy and satisfied with what Disaya is today. It’s beyond my expectations. In the beginning, I didn’t expect how the brand would grow. It’s all simply started from doing what I love,” Disaya smiled.
The Twisted Hauteur sketch.
Disaya Sorakraikitikul.
A Twisted Hauteur piece in the making.
A mood board helps in the design process.
Checking the fit on a model.
