Zoe Scarves

Zoe is one of Thailand’s most iconic boutique scarf brands, known for its vivid storytelling, artisan-level detail, and premium Thai silk. At the height of the Instagram boutique boom (2015–2020), Zoe captured the hearts of collectors with designs that celebrated Thai culture through a modern lens.

I joined the brand to illustrate 6–8 original scarf designs, each rooted in Thai mythology, botanical beauty, or vintage global themes—transforming them into 100x100 cm silk compositions that blended elegance, color, and narrative.

Designing for silk is a delicate craft. Each scarf needed to be striking from a distance, yet rich in detail up close. The goal was to create timeless, culturally meaningful designs that felt both modern and collectible—all while working within the constraints of square formatting, fold dynamics, and intricate production specs.

The Creative Process

Each scarf began with traditional ink and watercolor linework, which I refined digitally in Photoshop to perfect layout, color balance, and print clarity.

Motifs included:

- Wat Phra Kaew – the iconic Grand Palace and Emerald Buddha

- The Ramakien – Thailand’s national epic inspired by the Ramayana

- Thai Betta Fish – flowing movement and vivid colors in a circular, dreamlike layout

- The Great Gatsby – a playful, glamorous twist on 1920s aesthetics

- Botanical florals – watercolor-based, balanced and elegant

Scarves were printed on high-grade Thai silk, and Zoe maintained strong brand consistency through luxurious packaging and refined marketing.

Several of my designs—particularly Wat Phra Kaew, Ramakien, and The Great Gatsby—became bestsellers, still sold and celebrated over five years later. The designs became collector items among fashion-forward women, cultural enthusiasts, and boutique design lovers.

All products were sold via Zoe’s online platform, with a loyal customer base and active collector community.

The Wat Phra Kaew and Ramakien scarves remain closest to my heart. They allowed me to honor Thai heritage through a fashion lens, and challenged me to convey grand stories with subtlety and balance.

Designing scarves is more complex than it appears—placement, story flow, and cultural resonance all matter. But seeing my art come to life in luxurious, wearable form was an unforgettable feeling. I’m proud to know these pieces are still worn, gifted, and admired years after they were created.