Following stopovers in Miami, London, and Tokyo, Italian luxury brand Prada took its electronic party series to Thailand on June 29. The exclusive event, curated by electronic musician Richie Hawtin, reunited some of Asia’s hottest stars for a night out celebrating the power of music.
Created in collaboration with British-Canadian electronic musician Plastikman — civilian name Richie Hawtin — Prada Extends is a series of itinerant live events traveling across the world. The celebration, part EDM rave party and part fashion runway for its VIP guests, aims to unite people and cultures through the universal language of music.
After landing in Miami in December 2022, Prada Extends continued its international sojourn with a stop at the Warehouse Stadium in Bangkok. In addition to Plastikman, Thai-Persian DJ Elaheh, DJ Sarayu, and Vietnamese DJ BongBongQuayQuay livened up the night with exciting music sets. As in previous installments, visual artists were tapped to create custom works for the event, in order to “extend Prada’s identity across different and diverse creative spheres.”
To celebrate Prada Extends’ arrival in Bangkok, Thai celebrities from across fields graced the anticipated techno party. Dressing the part, stars such as Blue, Billkin, Sky, Nani, jUNEi, Toey, MATCHA, and MILLI took the latest Prada staples to the event. The superstars posed for the cameras sporting party-ready looks that involved suits and matching ensembles for the guys and micro skirts, cropped tops, and a lot of bling for the girls.
Among the long list of A-listers, Prada’s ambassadors Win Metawin, and South Korean singer Somi turned heads with their fashion-savvy approach to party dressing. Win Metawin, who is a fixture at nearly every Prada event, opted for a mix of elevated and casual pieces. The actor paired a white tank top, black trousers, and a suede jacket, with chunky black patent leather shoes. Taken straight from Prada’s Fall Winter 2023 show, the look was downright classy but retained a relaxed edge fitted for partying.
Meanwhile, Somi made a fashion statement in a red leather ensemble featuring a long straight skirt and boxy blazer jacket. The fit was appropriately worn with a black cropped top and accessorized with black heels and the sleek, triangle-shaped handbag Prada debuted in its Fall Winter 2023 womenswear runway. Chic, attention-grabbing, and totally in style, Somi’s look was topped off with a high ponytail that was as effortless as it was party-friendly.
Prada’s Efforts in Asia
Accruing momentum with a slew of business-savvy moves, Prada has been crowned as one of the top fashion luxury brands in 2023. Following a successful 2022, in the first quarter of this year, the brand topped Lyst Index’s hottest brand list and unveiled impressive performance numbers. Demonstrating great revenue growth in Asia Pacific (APAC), Prada Group revealed a rebound of retail sales up 22% YoY (Year on Year), with 38% of the sales for the fashion group coming from the region.
With such numbers, it stands to reason that this year Prada has centered its efforts on leveraging its presence in Asia by appointing ambassadors from the region, holding events in the continent, and crafting front rows filled with Asian star power. With its latest high-profile event in Bangkok, Prada once again shows their commitment to strengthening its links to Asia and consolidating its presence in the growing Thai market.
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