
Remember Nadja Auermann? The German supermodel was invited by the then Thaksin Shinawatra government in 2004 to join hundreds of Thai models on the runway to kick off the Bangkok Fashion City campaign -- Thaksin's ambitious bid to put Thailand on the world fashion map.
The fashion extravaganza lasted barely two years before fizzling out. Critics dismissed the initiative as a shallow PR exercise rather than a genuine attempt to elevate the fashion industry, ultimately deeming it a waste of public resources.
As Thaksin returns to the public spotlight -- though his official role remains ambiguous -- he appears to be resurrecting his 20-year-old dream of transforming Bangkok into the "Paris of the East." This time, supermodel Naomi Campbell takes centre stage as the star attraction.
The former PM, father of current PM Paetongtarn and widely regarded as Pheu Thai Party's de facto leader, recently announced that Campbell will visit Thailand from Feb 8-10 to advise him on grooming the next generation of Thai supermodels.
Thaksin envisions the supermodel drive as part of his daughter's government's core policy to promote soft power, claiming it will create opportunities for Thais to acquire new skills and earn higher wages.
Unfortunately, it seems Thaksin hasn't learned from his Bangkok Fashion City campaign -- that a globally competitive industry cannot be built merely through star power and glitzy events.
Worse, his plan for Thais to "come out of their small huts" and become supermodels of the world reveals a fundamental misunderstanding of the fashion business, creative industries and the "soft power" development which his daughter's government champions.
The first, and probably most crucial question, is: What is Thaksin's role in the project?
According to the former PM, the National Soft Power Development Committee led by Surapong Seubwonglee is responsible for the model training scheme. However, it needs about 20 million baht to implement it.
Thaksin persuaded the committee to allow him to finance the "the next supermodel" search from his own pocket, and from sponsorships he'll secure.
The arrangement raises questions about accountability. Can a private citizen solicit sponsorships in the name of a government committee and spend it at will? Ultimately, who bears responsibility for this nationwide campaign? Is it Thaksin's personal project, or the government's initiative?
Another major concern is: Does this model training scheme represent Thaksin's unfinished 90s fantasy rather than an attempt to address actual public demand for jobs or skills development?
As people grapple with deepening economic pressure, teaching them how to strut down runways seems disconnected from their practical needs for sustainable income and meaningful career development.
If the project targets youngsters, it seems to misread their aspirations as well. Multiple surveys in recent years show that modelling is not even among young people's top 10 career choices. In today's digital age, Gen Z's dream jobs are to become YouTubers, data analysts, or social media influencers -- careers that correspond more to current market demand.
In this light, it does not look like the appearance of Campbell, or Thaksin's blast-from-the-past vision, will ignite interest among digitally savvy youths, let alone deliver the promised economic opportunities.
A visit by an international model may guarantee fleeting buzz and headlines. But did the last celebrity runway appearance make a lasting difference to Thailand's fashion industry or enhance people's skills in the long run?
The answer is no. That is why there is little reason to believe this recycled marketing gimmick will yield different results.
The supermodel scheme appears even more problematic in the details. While Thaksin claims the search is open to Thais of all genders -- men, women and LGBTQ individuals with modelling potential -- he imposes one particular condition: candidates must possess a natural look, with no surgical enhancement.
The arbitrary restriction is puzzling. If the goal is to provide Thais with skills for international runways, why discriminate against those who have undergone cosmetic procedures? Looks alone do not make successful models. And "natural beauty" -- no matter how it is defined -- reflects Thaksin's dated understanding of global fashion or beauty standards.
As the memory of Nadja Auermann gracing the Bangkok runway fades and the grandiose Bangkok Fashion City campaign joins the heap of failed initiatives, history appears poised to repeat itself.
With Thaksin recycling past aspirations, showcasing Naomi Campbell as the new star attraction, the supermodel scout initiative is not just out of fashion -- it is fundamentally misconceived.