Thai fashion took center stage at Bangkok International Fashion Week 2025 as 27 FRIDAY, designed by Chanachai “Sith” Jareeyathana, presented Made in Thailand in collaboration with the Tourism Authority of Thailand. Opening with six models draped in the colours of the Thai national flag, the show reimagined “Thainess” through a contemporary, street-driven lens – bold, playful, and unapologetically modern.

Known for its eclectic fusion of menswear and womenswear, 27 FRIDAY drew inspiration from the everyday poetry of Bangkok life. The collection paid tribute to the iconic Thai bus hostess—an enduring symbol of warmth, accessibility, and urban rhythm, transforming familiar objects into elevated fashion statements. Most striking was the reinterpretation of the fare collection cylinder into a sculptural handbag, capturing the mobility, humour, and dynamism of the city.

Cultural storytelling unfolded through texture, colour, and form. Casual coats appeared in three tonal variations, subtly echoing the national flag while anchoring the collection in contemporary streetwear. The result was a confident expression of Thai pride, where local identity became global language, soft power translated through design.

The runway featured a powerful mix of fashion and cultural icons, including Jam Rachata, Peak Peemapol, Pearl Satjakorn, Namtan Chalita, Nat Aniporn, and legendary actress Penpak Sirikul, whose presence bridged generations of Thai creativity. As Thai BL actors continue to influence global street style, their role in fashion’s international dialogue was unmistakable.

At BIFW 2025, 27 FRIDAY delivered one of the season’s most talked-about moments—proof that Thai fashion, rooted in culture yet fluent in modernity, is claiming its place on the world stage.