Fresh Face: Jitta Udomtanasub

Styling sensibilities shaped by observation, instinct, and colour

F&M’s Fresh Face is a series featuring young Southeast Asian fashion practitioners, where we speak with them about how they embarked on their careers and what propels them as creatives.

Jitta Udomtanasub.

Jitta “Chin” Udomtanasub’s styling practice is shaped by observation, spontaneity, and an intuitive relationship with colour. Her work moves fluidly between editorial projects and brand collaborations, spanning local labels such as I’m Not a Morning Person, Girlfriend Comfort, and Daily Squad, as well as high-end fashion retailers including Club 21. Drawing from film, book, art, and the personal styles of creatives beyond fashion, the Bangkok-based stylist approaches her field as a form of translation, using clothing to explore identity through subtle, playful detail.

To start, could you tell us about your background and how you first began your work as a stylist?

I graduated in Fashion from Silpakorn University. After graduating, I had the opportunity to work as an assistant to Luknut, a stylist, for around two and a half years. That was until the pandemic, after which I began working full-time as a freelance stylist.

‘My first test shoot featuring Abbey, with my own sketch done in crayon and colored pencil.’ Test shoot with Abbey. Photo by @ronnakornn_, and styling by Jitta Udomtanasub. Image courtesy of Jitta Udomtanasub.

What themes, experiences, or influences most shape your styling practice?

I enjoy watching films and looking through books. When I work on styling, I like to interpret things through the perspective and character of the person or role itself. I am also interested in observing the lifestyles of artists who do not work directly in fashion. People outside the fashion industry often have different and interesting sensibilities that are not tied to trends or restricted by set frameworks, but instead come from their inner identities.

The artists I am drawn to include Laila Gohar, an Egyptian food artist currently based in New York, and Ana Kras, a Serbian artist and designer whose work spans photography, lighting design, and painting. I also find their personal style and the way they dress inspiring. Beyond that, I am influenced by various forms of art, such as the paintings of Jean-Philippe Delhomme and Francis Bacon, as well as the interior design work of India Mahdavi.

Another major source of inspiration for me is colour, how colours interact, how they are paired, and the moods and tones they create. Colour relationships play a significant role in my work, and I often approach styling through thoughtful colour combinations. This is something I have been continuously learning and developing through my work over time.

“Another major source of inspiration for me is colour, how colours interact, how they are paired, and the moods and tones they create. Colour relationships play a significant role in my work, and I often approach styling through thoughtful colour combinations.”

Behind-the-scene process for a photoshoot I’m Not a Morning Person, featuring Dana. Photo by @bbes_ and styling by Jitta Udomtanasub. Image courtesy of Jitta Udomtanasub.

Could you walk us through your creative process when preparing for a project, from concept development to translating that vision into wardrobe choices?

I would usually separate this between my personal work, test shoots, and client projects. For test shoots, everything is driven by my own preferences and personal identity, allowing me full creative freedom. At the same time, I blend this with how I perceive the model, considering their character, what kind of styling I think would suit them in an interesting way, and which colours or tones I want to explore within each project.

For client projects, I tend to be more careful and considerate. I place a lot of importance on understanding the brand’s character, what they want to communicate, what they like about my work, and how we can blend those elements together. Ultimately, I want the final outcome to help the brand perform well commercially. In terms of process, it usually involves creating a mood board, sourcing suitable styling pieces, sometimes custom-making items, doing fittings, and finally, the shooting day.

In both types of work, I communicate closely with the photographer, discussing perspectives, locations, poses, and overall direction. In the end, a photoshoot is a collaborative effort. I can guide and direct the work, but I cannot do everything on my own.

‘An unplanned moment: while preparing for hair and makeup inside the mall, we came across an event with a panda mascot, which led to this spontaneous shot’. Campaign image for Club 21. Photo by @ronnakornn_, styling by Jitta Udomtanasub and hair by @momo.miil. Image courtesy of Jitta Udomtanasub.

‘This look was custom-made and adapted by me. It feels quite playful, which suits Nin perfectly’. Test shoot with Nin. Photo by @ronnakornn_ and styling by Jitta Udomtanasub. Image courtesy of Jitta Udomtanasub.

Your portfolio spans luxury fashion houses and emerging local brands. What approaches do you take when navigating these different spaces, and what excites you most about such variety in fashion?

Of course, these two types of projects are different, but I do not feel that I need to adjust myself too much as I think I am quite flexible in the way I work. As long as I understand what the client is looking for and how open they are creatively, I naturally start to enjoy the process. 

Working with established luxury brands gives me the opportunity to work closely with runway pieces, which is exciting and inspiring. At the same time, local and emerging brands are just as enjoyable, as they often allow more freedom to experiment and explore new ideas. This variety keeps my work fresh and continues to motivate me creatively.

‘The image above shows my process sketch, and the green top was custom-made by me’. Test shoot with Andrea. Photo by @ronnakornn_ and styling by Jitta Udomtanasub. Image courtesy of Jitta Udomtanasub.

‘This moment was spontaneous, and the location was actually a bathroom door. The small image above shows me pressing my face against it to test whether we could play with the space and create something from it’. Test shoot with @paloyh. Photo by @ronnakornn_ and styling by Jitta Udomtanasub. Image courtesy of Jitta Udomtanasub.

Could you share more about the role of collaboration in your line of work? How do you build creative relationships with designers, photographers, and other collaborators?

I strongly believe that a photoshoot is a collaborative process that is gradually built through the coming together of different people to create a single piece of work. It is important to understand each other’s roles and characters, and to work together towards the shared concept we have set. Open communication and exchanging opinions are essential parts of making the process run smoothly and achieving the best possible result.

‘This was one of my favourite projects from last year’. Campaign image for Daily Squad.Photo by @ronnakornn_, creative direction and styling by Jitta Udomtanasub, makeup by @semiranomismakeup and hair by @aslashair.official . Image courtesy of Jitta Udomtanasub.

‘This was my first international shoot in Tokyo’. Campaign image for Girlfriend Comfort. Photo by @ronnakornn_, styling by Jitta Udomtanasub, hair and makeup by @aaarisaaaaaa. Image courtesy of Jitta Udomtanasub.

Looking back, is there a project that stands out as particularly meaningful to you, and how did it shape the way you work as a stylist in Bangkok?

Honestly, I learn something from every project I work on, whether it is a test shoot, a brand collaboration, or a commercial project. Each experience exposes me to different ways of working and allows me to meet people with diverse ideas and perspectives, which continues to shape and develop my approach as a stylist.

What are your hopes for the local fashion scene in Thailand, and more broadly across Southeast Asia?

Right now, many people have the opportunity to fully express their creative potential, especially since so many local brands are opening up space for creatives, stylists, photographers, and others to contribute and collaborate. I think this is a positive starting point.

I have not had the chance to work directly in other countries in Southeast Asia yet, but I can see that many interesting brands are gradually emerging across the region. I hope this creative ecosystem continues to grow and develop in a positive direction.

‘I love this project as it feels like a cinematic scene’. Campaign image for Aliotte Store’s AW25 collection. Photo by Narubes, produced by @tapunad, creative direction and styling by Jitta Udomtanasub, hair by @fangta.hair, and makeup by @toonchaidit. Image courtesy of Jitta Udomtanasub.

Finally, what’s next for your practice? Are there any upcoming projects you’ve been working on that you can share with us?

I am interested in trying many different things, but most of them are likely to be hobbies that are not directly related to my work. I think stepping outside of what I usually do can lead to new ideas and fresh perspectives. This year, I am also planning to work on a photo book. What the project will be about is something I would love to share soon, so please stay tuned!


Find out more about Chin’s works on Instagram at @chchinn.