Bangkok Calling: Boutiques Asia

GRAYE, GINLEE, WŪHAŪS, TANCHEN Studio and Days of Ever

0/0 bags. Image courtesy of TANCHEN Studio.

Boutiques Asia will take place at ICONSIAM in Bangkok from 24 to 26 July. Building from Boutiques Singapore, which has operated since 2002, this is its first foray outside of the city. Altogether, the event will feature over 120 brands from Asia and elsewhere, including 70 exclusive launches. Some time-honoured Boutiques Singapore practices will carry over. For one, founders will be present, allowing visitors to interact directly with them. 

Charlotte Cain is the founder of Boutiques Singapore and Boutiques Asia. “Boutiques has always been about supporting independent brands in Singapore and giving them the space and support they need to be discovered,” she says, explaining the expansion. “As the scene matures, we want to provide brands with meaningful, accessible ways to grow beyond Singapore and reach new markets.” The efforts are supported by Enterprise Singapore, a statutory board under the Ministry of Trade and Industry which works with companies to build capabilities, innovate and grow globally. “Southeast Asia’s appetite for differentiated retail is growing, and Singapore brands are well placed to capture these opportunities,” says Cindy Ngiam, Director, Retail at Enterprise Singapore. “By partnering Boutiques Asia to showcase Singapore labels to the region, EnterpriseSG is helping local brands understand regional consumers, adapt their offerings, and build a lasting presence in the region.”  

Several of the Singapore brands participating in Boutiques Asia have been regulars at Boutiques Singapore, and trust the team to take them into a new market. GRAYE has taken part in 15 editions. Founder Xie Qian Qian, Founder says, “We trust how they curate and how they present brands to a discerning audience.” It will be the first time GRAYE is operating in Bangkok. “What we look forward to most is the first contact: how people who have never met the brand touch the fabrics, how they discover the multiple ways a piece can be worn,” Xie says. “That tells you more than any market report.”

Tamir Niv and Gin Lee. Image courtesy of GINLEE. Photo by Ivanho Harlim.

Ling Wu.

Boutiques Asia will be testing ground for participating labels to see if Bangkok is a viable market for their growth. Tamir Niv, Designer and Co-Founder, GINLEE, says, “As a brand rooted in original design, modern craft, and sustainability, we see Bangkok as a natural market in which to introduce our work and explore the potential for future expansion.” He adds, “Meeting Thai customers in person will be an invaluable opportunity for us to learn, understand the market more deeply, and shape our next steps.” Ling Wu of WŪHAŪS shares a similar intention. “Our vision is to build WŪHAŪS into a brand that is recognised across Asia, and Bangkok is an important part of that journey,” she explains. “I am excited to introduce our brand to a new audience and connect with customers who appreciate thoughtful design, craftsmanship, and timeless products.”

Sanchia Tan and Amber Chen.

0/0 bags. Image courtesy of TANCHEN Studio.

Boutiques also facilitates product development. Tanchen Studio, a collaborative project between Sanchia Tan and Amber Chen has taken part in eight editions of Boutiques Singapore since 2022, and have gained and applied insights from conversations with their customers. “With each edition, we have not only been able to grow our community organically, but we have also learned a lot about what works with each new launch, and how to tweak and improve our designs,” says Tan. “Thailand feels like a natural next conversation for us. The appreciation for craft here and for things made with intention, and it resonates with what we are building.” Tanchen Studio will bring their popular 0/0 bags, B/B cupholders, Yin/Yang placemat collection, Pet-Nat Pets beaded charms and MAZHA stools. At the same time, they will launch the new FLIP silk collection, featuring 100% silk scrunchies and reversible bags.

Xie Qian Qian, Founder, GRAYE.

GRAYE features unisex and multi-wearing clothes and bags.

The participating labels are bringing a mix of signature and new products to Boutiques Asia. Visitors can try on Graye’s multi-wearing pieces, which enables tropical layering that works for the equatorial climate in both Singapore and Bangkok. Xie explains, “Layering is usually framed as a cold weather idea, but in this region it is about texture, proportion and air.” Elaborating on the materiality and techniques they use, she says, “Every fabric was chosen for how it behaves in heat and humidity: Solotex®, Paper Dry™, breathable linen and cotton nylon. Pieces are cut to sit away from the body, to breathe, and to work together without adding weight.”

GINLEE’s signature pleats. Image courtesy of GINLEE. Photo by Ivanho Harlim.

Bag from the Light As Air collection. Image courtesy of WŪHAŪS.

A criterion for participants is to bring something new to Boutiques Asia. GINLEE Studio signatures will be available in fresh colourways, and there are also new styles inspired by Madras textiles. “The collection explores lightness, movement, and unexpected combinations through the brand’s sculptural yet effortless design language.” It will also have a special reveal from the handbag collection. WŪHAŪS will launch its Light As Air collection of bags for the everyday. “The idea was simple: to create bags that feel almost weightless without ever compromising on function,” says Wu. “Every gram, every detail, and every proportion has been carefully considered.”

Days of Ever Founder Chew Rui.

Poppy Studs. Image courtesy of Days of Ever.

There are also emerging labels taking part in Boutiques Asia. Days of Ever took part in the recent Boutiques Singapore with a Boutiques Showcase Grant. For the jewellery label, which operates largely online, the presentation allowed for consumers to experience the products in person. “Boutiques Singapore has been an important part of the Days of Ever journey,” says Founder Chew Rui. “It has allowed us to introduce the brand to new audiences and to let people experience the pieces in person.” For Boutiques Asia, it will offer signature pieces like the Tear Drops, together with those from the latest collection The Shape of Small Things. “Jewellery is something that changes when it is worn,” she says. “I am excited to bring Days of Ever to Bangkok and see the pieces find new wearers. It will also be interesting to see how a different context might shape the way people see the pieces, or what they find familiar with it.

Boutiques is known to be a place where relationships are not only with customers but also among the participating businesses. “We are looking forward to the B2B component of the event and the possibility of building meaningful new partnerships,” says Niv. With the foundation that Boutiques Singapore has built over more than 20 years, the same ethos will carry it through to its expansion into a new city. Cain says, “Boutiques Asia is an extension of the platform we have built in Singapore that champions independent design and meaningful connections, and we are so excited to unveil it to new audiences in Bangkok.” 

Fashion & Market is proud to be the Talent Partner of Boutiques Asia.