Pattaraphan, the Thai jewelry brand adored by Gigi Hadid, Hailey Bieber, and K-pop sensation Mark Tuan, has achieved a significant milestone. The label has secured a coveted spot at Selfridges, marking its latest conquest in the global fashion arena. This strategic partnership with the iconic British department store, now under the ownership of Thailand’s Central Group, is a triumph for brand founder Pattaraphan “Nok” Salirathavibhaga.
Her distinctive designs, inspired by military aesthetics and nature, have found a home in Selfridges’ men’s accessories section. The store’s recently unveiled, multimillion-pound beauty hall renovation further amplifies Pattaraphan’s presence. This collaboration marks the brand’s third global retail partnership, following successful ventures with Zalando and Mr Porter.
Salirathavibhaga views this achievement as a pivotal moment, fueling her ambitions for expansion in Asia and the United States. While committed to sustainable growth, she envisions future partnerships with leading retailers in key regions. Japan is also on her radar, with a potential pop-up store in the pipeline.
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The brand’s solid foundation lies in its home country, Thailand. A standalone boutique in Bangkok’s trendy Thonglor neighborhood has garnered local acclaim. Salirathavibhaga’s innovative approach to jewelry design, featuring unique shapes like tags and bones, has resonated with Thai consumers. The post-pandemic influx of tourists has boosted the brand’s visibility, positioning Pattaraphan as a must-visit for fashion-forward travelers.
The rising star power of Thai celebrities on the global stage has undoubtedly contributed to Pattaraphan’s success. Salirathavibhaga celebrates this newfound recognition for Thai talent, emphasizing the importance of showcasing the country’s creative prowess.