.Thakoon on honoring his culture and forging a new path forward for the brand.
Getty / Paul J. Richards
"When that showed up, I was watching the convention — because obviously we all were — I kind of screamed out loud. My hair stood up on the back of my neck. And then all of a sudden, the phones are ringing," Panichgul says, adding that one of those calls came from"Good Morning America.""I was working off the idea of examining peonies, because it's such a simple, beautiful flower, but so complex in so many ways," he says.
While Thakoon was originally a runway brand, Panichgul shifted his approach in 2019, choosing to evolve his namesake label into a direct-to-consumer line of closet staples at more accessible price points. For spring 2022, his latest ready-to-wear collection, Panichgul is channeling ease with lightweight fabrics like cotton and silk, eyelet patterns, and other reimagined design details.
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