Issue 14: 31 October 2014

Carlin International’s marketing and production development specialist talks to Horizon Thailand about ‘Thai Fashion Gallery by Thai Silver’.

David Landart with one of his designs

How did you become part of Thai Fashion Gallery by Thai Silver?
We [Carlin] have been working with the DITP for ten years on different projects and were approached by them to join this project at the end of June.

What have you brought to it?
Since we are the largest design agency in Europe (established in 1947) we have worked with professionals in order to develop exclusive collections for our clients, so we have our own methodology along with our almost 70 years of experience. However it is not a one-way communication but it is an interactive programme. This means while sharing our methodology, we also need to have Thai know-how as well as Thai knowledge to reach the project's objective which is making inspiration for Thai silver accessory designers.

What are the main attributes of Thai designers?
We think creativity is the most important characteristic as it is inspired by Thai culture and it can be very interesting for the European market. Another competency is Thai know-how in silver and precious stone production which has been highlighted by this project. Last but not least, the trend for silver jewellery is growing in Europe, so it is very interesting for us to work with Thailand as well.

What are the key trends for 2015?
We are working on that at the moment, and so far we have been focusing on five major trends. These are: Coral Bay, which refers to nature prints such as leaves, animal and coral; Dazzling Vibrations, which is very contemporary and incorporates lights; Flower Clusters, which gives a romantic sensation, but doesn't represent a perfect shape of flower, it's rather abstract; Graphic Obsessions, which is a combination between ethnic and pop culture; and Hypnotic Curves, which is the most sophisticated and timeless. Classy woman are the target for this trend.

Can you explain more about Graphic Obsessions?
This is a big trend in Europe today. Ethnic has also been affected by Asian influence. As a result, the design appears to be very geometric with a touch of the sixties. The jewel is quite graphic with vivid colours. The trend plays with refined jewels and is aimed at fashionable woman.

How would you position Thai products in an international market?
We have to understand that the international market is a kind of fusion market. Pure traditional Thai designs are only suitable for a niche market and we are not working on this kind of market, but on a larger size.To make Thai products suitable for an international market, we have to blend Thai cultural assets with western ones and this will help us succeed in international markets.