Designer threads: SO Sofitel Hua Hin unveils ASAVA-designed uniforms

Travel and Lifestyle Press Releases Monday March 5, 2018 14:42
Bangkok--5 Mar--SO Sofitel Hua Hin
SO Sofitel Hua Hin recently showcased its line of ASAVA-designed uniforms, an extension of the resort's Imaginative Escape concept, adding to the fabric of SO-ciety.

Illustrious Thai fashion designer Polpat Asavaprapha, founder and creative director of ASAVA, followed the fashionable footsteps of the SO Sofitel brand's list of signature designers in creating the aesthetics for SO properties in Mauritius, Bangkok, and Singapore, including Kenzo Takada, Monsieur Christian Lacroix, and Karl Lagerfeld.

Inspiration was drawn from the destination itself – Hua Hin, long a preferred Thai beach resort getaway since the 1970s and 1980s – with a design that allows staff to literally wear the soul of SO and the essence of Hua Hin proudly on their sleeves.

"What was important in the design of the SO Sofitel Hua Hin uniform was that it had to be stylish and at the same time feature elements of fun and playfulness, and most importantly, to be comfortable and casual," says Polpat Asavaprapha, whose ASAVA brand is renowned for reinterpreting classic styles for the modern woman.

For the SO Sofitel Hua Hin uniforms, ASAVA introduced its signature timeless silhouette, combining it with designs and details that at first glance seem to be in conflict with the classical structure, but in fact render charm and beauty to the uniform. Floral elements are combined with stripes and bright colours to lend a soulful authenticity the design reminiscent of Hua Hin's 1970s floral fashion.

"By combining contrasting designs one can create playfulness that is classy, timeless, elegant, and very ASAVA," says Asavaprapha, who prior to creating his own brand worked for names such as Marc Jacobs, Isaac Mizrahi and Max Mara, and serves as President of the Bangkok Fashion Society.

The design guru, whose creativity can be seen in urban artworks around the hotel, also referenced the SO brand's French heritage and reinterpreted it with Thai characteristics. The sailor silhouette with the cropped jacket, is a 'tip of the hat' to Mademoiselle Coco Chanel's design, to which he added Thai floral patterns to give a touch of multiculturalism and contemporary flair.

The SO Sofitel Hua Hin 20-piece uniform collection are designed with male and female variants according to staff ranks and responsibilities.
"What we like most is that when the uniforms are seen together as a whole they form a perfect collection, that creates timeless quintessential sophistication of the So Sofitel brand, ," adds ASAVA.

Guests interested to have a piece of ASAVA can also purchase a range of SO Hua Hin x ASAVA souvenirs available exclusively at the resort's boutique, including kaftans, dresses, and tote bags. The souvenirs have been designed with the brand's playfulness and casual chicness in mind, with a focus on practicality for use on the beach as well as for other occasions.

For more information about the imaginative escapes at SO Sofitel Hua Hin, please visit http://www.so-sofitel-huahin.com/
Or visit http://www.so-sofitel-huahin.com/moo-asava for information of his creations.
About SO/Sofitel

SO/Sofitel is so vivid, so expressive and so bursting with local energy that even the most adventurous travelers will be fascinated and entertained. An energizing addition to the global hotel scene, the SO/ brand surprises with a playful and distinctly rebellious interpretation of luxury that includes avant-garde design, a fashion signature, trendy beats, 'Just Say SO' service, 'and buzzing destination bars and events. Found in exhilarating hubs such as Mauritius, Bangkok, and Singapore, SO/ hotels are the places to be and be seen, thrilling guests with fashionable and entertaining social experiences that capture the vivacity and vibe of the locale. SO/ Sofitel is part of AccorHotels, a world-leading travel and lifestyle group which invites travelers to feel welcome at more than 4,200 hotels, resorts and residences, along with some 10,000 of the finest private homes around the globe.

sofitel.com | accorhotels.com
About ASAVAGROUP

As a formidable lifestyle institution, Asava Group's entities include luxurious thoughtful Asava, lavishly youthful ASV, stylistically functional Uniform by Asava and gourmet innovation paradise Sava Dining. Polpat Asavaprapha pours his lifelong passions and unwavering beliefs into sculpturing Asava Group to stand for conscious, mindful living and timeless class with ease and conviction embodied in the designs and creations. The core product of Asava Group is the "soul". It is the kind of soul that inspects entire life meanings, prides itself on intelligence and compassion and constant style evolution that encapsulate changes, times and opinions. Asava Group's constructivist augmentations travel through long lasting, substantial ideas translated into the passion-based products that embrace genuine grace and self-realization. At Asava Group, even styles do not remain as they constantly evolve, but sturdy core beliefs, firm ways of thinking and strong hearts persist and triumph.

asavagroup.com

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