#legendFashionReview by Manit Maneepantakun @kaimanit
Once upon a not-so-distant time, Greyhound Original, long hailed as Thailand’s King of Cool, faced a question from fashion devotees: “Does GH still matter?” The answers varied, and the memory faded, until the new Autumn/Winter 2025 collection arrived at #SiamParagonBIFW2025, proving beyond doubt that after more than 45 years, this pioneering Thai fashion brand still knows how to make its presence felt. Having navigated every era and neighborhood, Greyhound reminds us that nothing feels more comforting than the quiet space of simplicity, a kind of iykyk design minimalism that instantly calls back loyal followers to celebrate this milestone moment through its new presentation: “BODY OF WORK.”
The show was conceived as a tribute to the artistic process, the beauty of imperfection, the poetry of unfinished work, the overlooked fragments of unreleased materials. The runway was transformed into a raw, art-lab-inspired space, resonating with the tactile energy of experimentation. Pieces drew inspiration from burnt paper edges, crumpled textures, and torn surfaces, reimagined into garments that echoed workwear uniforms in a monochrome palette, capturing the spirit of craftsmanship: raw, cool, and quietly powerful.
And yet, what we witnessed felt even more effortless than its concept suggested, a wooden-lit runway guided by soft lights, paired with a Gen-Z-approved playlist that ranged from lllmina by Call Super & Julia Holter to Needles in the Camel’s Eye by Brian Eno. The models, perfectly cast, embodied diversity without shouting about it, showing instead a natural inclusivity that reflected the brand’s ever-expanding audience across generations. From white shirts, leather jackets, denim, printed tees, tailored suits, to minimal dresses, each look bore the brand’s signature Basic with a Twist DNA, deceptively simple, subtly playful, timelessly cool.
On the front row, the Greyhound spirit was alive and well among the Beautiful People, from T-pop boyband ATLAS, PJ Mahidol and Leon of Gelboys, Inko and Pimma of Pixxie, MEYOU (Chisanucha Tantimet), Porsche Sivakorn, Jackie Jakrin, and Charlette Wasita, each styled in looks as sharp and effortless as the collection itself.
It’s no surprise then that AU-Ekbutr Udomphol, now Creative Director of Greyhound, has seamlessly merged his own avant-garde sensibilities (honed during his The Only Son days, the cult label beloved by Thai fashion insiders) into Greyhound’s design DNA. His deconstructed tailoring, pattern play, and monotone elegance create a refined yet relaxed balance, proof that when the right person takes the helm, everything simply falls into place.
And perhaps that’s the ultimate takeaway, the joyful satisfaction that swept through the Greyhound faithful after the show was palpable. It was a moment that affirmed how the brand’s original DNA, its authenticity, artistry, and attitude, endures beautifully. As for what comes next? One thing’s for sure: the happily ever after of Greyhound Original is very much alive…and stylish as ever.
