When fashion designer Pauline Poshyanonda decided to put her heart and soul into building her clothing brand Paul & Paulina three years ago, she was determined to reach her goals in the shortest amount of time.
Pauline Poshyanonda, designer and founder of fashion brand Paul & Paulina. Photos courtesy of PAUL&PAULINA
The Thai's fierce determination and courage have enabled her to break through cultural barriers and lifestyles within Asean countries. She made a name for herself in Vietnam, Malaysia, Laos and Indonesia before deciding to set up shop in her home country earlier this year. Rave reviews through word of mouth has helped her make her presence felt in the Thai fashion industry. Her online service has also enabled her to reach a wider audience.
Pauline draws inspiration from her passion for fashion, travel experiences and her former jobs as a lawyer and consultant, careers that demanded she look her best. Today, her work doesn't end at offering people a unique clothing selection, she also doubles as an image consultant to help her clients achieve success in their career.
"Much of my creativity comes from knowing that I am positively affecting a person's life," she said. "I consider myself fortunate to be able to do what I love. While working in the corporate world, I had the privilege of flying to a number of countries. That experience taught me a lot about how executives dress at various functions and for leisure. First impressions are often lasting ones, so when one is dressed with confidence, it is so much easier to seal the deal.
"As a women whose closet is full of brand name clothes and accessories, Paulina for ladies is a combination of style and elegance that I have cultivated through the years.
"My Paul for men designs, on the other hand, are about achieving success through intuitive conviction."
Pauline says she has never claimed to be a fashion expert, preferring to describe herself as a businesswoman with a passion for fashion.
"I create from passion and emotions," she says. "Paul and Paulina is not just an international fashion brand but rather a lifestyle.
"My designs have innovative styles and are inspired by smart and elegantly dressed executives who I have had the opportunity to meet through work. They exuded such charisma that it drew people towards them. What they wore changed their personas into those of confident and trustworthy people, objectives we prioritise in all collections."
Pauline said her strategy for Thailand was to focus on ready-to-wear, custom-made clothes. Her current "Bespoke by Pauline" line, which is ideal for people from all walks of life, is proving a great success, as is the brand's image consultant service.
The message is clear and simple. "What you wear should be you, suit you and reflect how you portray yourself in your career," she said. "This also goes hand in glove with the brand's motto. Clothes should not only make a fashion statement, but rather be a personal lifestyle."
Pauline said she is often questioned as to how she was able to achieve her success in such a short time.
"I tell them that it is because each design is created with passion," she explained. "I might not be overly knowledgeable in the ways of fashion, but I can trust my inner self to come up with creations that will appeal to people.
"Emotions create passion, which I believe keeps me going. Likewise, I want to inspire my clients with my work. Through my designs, I want to tell people that the way we dress showcases our mood and personality.
"My goal is to make our clothes help communicate a particular lifestyle. We do not focus on fashion trends and seasonal lines; our focus is on image building."
To Pauline, building up someone's image is akin to educating them about fashion. The knowledge they receive can help them mix and match their attire to enhance their confidence, professionally and socially. Pauline said she would like to see people change their views on fashion by creating a personal image that will suit them best instead of following fashion trends. That said, she predicts fashion trends for next year will go back a couple of generations.
"The overall trend is pointing toward a return to the early 70s styles, while the focus will be more on bright-coloured shades," she said.
As lifestyles continue to evolve each year, so does fashion, Pauline said.
"Retro fashion has a strong chance of making a comeback because people have reached a stage where they desire a slower pace of life," she said. "Styles will be more classic, charming and fitting to one's individual charter, is my assumption. The style and colour concept will be greatly inspired by the desire to go back in time."
