Illustration for Thailand's Emerging Fashion Brands

During the rise of Instagram-born fashion brands between 2016–2020, I partnered with several of Bangkok’s most dynamic emerging labels—including Waking Bee, Surreal, and Chamni—to create illustration-led fabric designs that blended wearability with artistic storytelling.

These brands were bold, playful, and unapologetically expressive—made for stylish, confident women (and some unisex lines) who wanted clothing that made a statement, whether on vacation or on the street. My role? To create limited-edition illustrations that elevated their collections, positioned them as premium, and gave their customers something meaningful to wear.

Each brand had a clear identity—and my challenge was to translate that personality into fabric art that would resonate with real people. For these fast-moving fashion collections, the designs needed to be production-ready, skin-tone friendly, and emotionally aligned with the end customer—all while maintaining my own artistic voice.

I used Procreate for all illustrations and Adobe Illustrator for placement on sewing patterns. In many cases, I placed the designs myself to ensure optimal visual flow across each garment—especially important for wrap dresses, sports bras, and printed shirts.

Here’s how the collaborations unfolded:

Chamni – A Bangkok streetwear brand with unisex appeal. I illustrated two capsule collections: one inspired by traditional Japanese tigers, in a semi-realistic style; the other, an Art Nouveau series featuring pastel florals and birds that felt both soft and wearable for all genders.

Surreal – Known for its vibrant Hawaii shirts and bold visuals, Surreal collaborates with a different artist for each collection. I created two artworks: one in my personal surreal style, and one aligned to their creative brief—merging both identities into a single statement piece.

Waking Bee – An activewear brand for high-earning, health-conscious women. The brief was to design a tropical-inspired vacation collection, so I focused on pastel botanical elements that flatter every skin tone, making wearers feel beautiful without overpowering their natural presence.

The illustrations were used directly on fabric prints, online campaign visuals, and brand social media. While the brands didn’t track milestone stats, I knew I had done my job when the designs felt right—when the end users smiled in the clothing, and the brands trusted me with creative freedom.

These projects taught me that good illustration isn’t just about impressing the client—it’s about connecting with the final wearer. I constantly put myself in the customer’s shoes, imagining how they’d feel in the outfit, how the color would complement their skin, and how the story would feel on their body.

The biggest challenge? Honestly—myself. I often set very high visual standards and over-plan the artwork beyond what’s required. But that obsession with the perfect result is also what sets my work apart.