#legendFashionReview by @kaimanit
Among the contemporary Thai fashion brands that continue to stand firm with confidence, Issue by Bhubawit Kritpholnara remains one of the most beloved. Having weathered many seasons together, the brand knows exactly how to capture both longtime followers and new audiences who crowded the venue, rightfully so for the show that opened #SiamParagonBIFW2025. Beyond its spectacular staging, the presentation cleverly weaved deep marketing instincts to draw in its loyal fans through the theme “Made in Thailand.” This collection celebrated the charm of Thai textiles and local craftsmanship, especially traditional weaving and basketry, reinterpreted into contemporary silhouettes that radiated fun, vibrancy, and a modern sense of Thainess. It boldly declared that Made in Thailand = Made of Everything Thai, expressing the everyday drama, humor, and joy of Thai life, especially the kind that thrives on social media.
That concept was clear in the storytelling, and what unfolded on the runway confirmed it. The familiar scent of incense lingered in the air, a sensory signature that reminds us why we’ve always loved Issue shows. This time, Bhubawit seemed to have fallen under the spell of “Phor Kru Pharan,” the monk character from the hit series Khemjira Tong Rod (Khemjira Must Survive), inspiring a playful collaboration that blurred fantasy and fashion. The result: a special capsule of easy, wearable looks that won over fans while proving once again that when it comes to capturing Thai pop culture before anyone else, Issue still reigns supreme. In fact, Bhubawit was one of the first Thai designers to consistently weave pop and contemporary culture, on and off the runway, into his creative DNA. So while this show was clearly designed to spark buzz, it never lost sight of what makes Issue authentically itself.
The true spirit of Issue came through even more powerfully in the show’s second act, when its signature pieces appeared in full: mini dresses, kaftans, skirt suits, shirts and trousers, all reinvented with patchwork silk patterns and delicately embellished embroidery. The collection played with bright hues of sky blue, green, yellow, pink, and red, and though the styling was lighter than before, it continued the narrative seamlessly from the first act. It was a thoughtful evolution for the brand, adapting to an era when audiences focus more on the garments themselves rather than relying on elaborate props or heavy styling. Credit goes to Bhubawit for shifting perspectives, refining and editing both the looks and the storytelling, including casting and pacing, from start to finish. It may not have been entirely new, but what we saw this season? Fabulous indeed.
Ultimately, the show affirmed that no matter how much time passes, Bhubawit and his ever-growing community of fans, old and new alike, will continue to walk hand in hand, guiding Issue through every transformation the Thai fashion scene may face. As long as the heart of the creator remains steadfast, we’ll survive together.
Because if there’s one thing we’re sure of…
Issue will survive.
