Though intent on taking a new direction, Disaya Sorakraikitikul revisited London for the rebranding of her eponymous brand.
"I'd been thinking of launching my own brand ever since studying at Central Saint Martins. So we went back to the origin for a fresh restart in London, which I consider my second home," said Disaya.
The rebranding, notably, includes a new logo evoking the head of a teddy bear.
In fact, Disaya was dubbed the "Teddy Bear Girl" by British media after she presented a talk-of-the town collection for the finale of the Central Saint Martins fashion show in 2003.
At that time, she was an undergraduate student in her final year. Under her Imaginary Friends concept, the collection featured teddy bear outfits that playfully transformed into edgy womenswear.
The young Thai designer won the L'Oréal Professional Total Look Award, which greatly strengthened her portfolio.
The teddy bear insignia also appeared in other designs during her postgraduate studies at Central Saint Martins College of Art and Design, a constituent college of the University of the Arts London.
At first, being a fashion designer wasn't Disaya's aim. Her family wanted her to be an architect or interior designer.
"I did have an interest in drawing and designing, but fashion never crossed my mind until I took an art foundation course in the UK. This led to self-discovery, and I pursued my education at the world-famous fashion school," said Disaya.
After completing two degree programmes, she returned to Thailand and set about building an internationally recognised fashion house in 2005.
Over the years, the likes of Anne Hathaway, Emma Watson, Katy Perry and Taylor Swift, to name a few, have donned the brand's ready-to-wear pieces.
"It was rewarding to see a Disaya dress worn by Amy Winehouse on the cover of her Back To Black album, released in 2006. Even more so, the dress was auctioned and sold for £43,200 [1.84 million baht]," said the creative director, who donated the proceeds to a foundation set up in memory of the late English singer.
The strapless white chiffon dress with red polka dots was bought by Fundacion Museo de la Moda, a fashion museum in Santiago, Chile.
In November 2011, it fetched quadruple its asking price at Kerry Taylor Auctions, an auction house specialising in fashion and based in Bermondsey, close to the London Fashion & Textile Museum.
Returning to her second home of London, Disaya invited Italian stylist Nicola Neri and British photographer Daisy Walker to join her in creating visuals for the summer 2023 campaign.
"My designs draw out femininity, and the Disaya woman was previously portrayed as a sweet and sunny girl. She has been reinvented with a stronger, sensual and mysterious personality," she said.
With all production taking place in London, Neri has made the new multifaceted Disaya woman come to life, while Walker has captured her individuality in campaign images featuring clothing from the latest collection.
