Word: senada
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...What you increasingly see in Paris and Milan department stores and boutiques, though, are clothes from Thailand. The Senada Theory brand, by designer Chanita Preechawitayakul, is sold in more than 100 shops worldwide, and sales have been growing at an average of 30% annually for the past several years. Greyhound, too, is widening its footprint: overseas sales increased twofold in 2005 and a new franchise store in Australia is planned for this year. Department stores around the world, including Isetan in Tokyo, Barneys in New York and Harrods in London, also stock Thai-designed clothes...
...inclination towards intricacy and handwork is especially pronounced among Thai designers selling their wares overseas. Senada designer Chanita mines traditional crafts for inspiration, borrowing elements from vintage wallpaper, temple paintings, battle murals, and antique textiles. But she insists that the objective is never to look Thai?it's to be stylish. "We don't want our clothes to look eth-nic," she says. Greyhound's Bhanu takes a similar approach. The spring-summer collection from Grey, the company's international line, features a range of handcrafted components: embroidery and silver ornaments from northern hill tribes are paired with hand-dyed...
...Getting raves from Europe, though, has proved easier than selling clothes to ordinary Thai consumers. "Fashion still isn't a big part of Thai culture," says Chaichon Savantrat, whose Good Mixer label has more foreign buyers than Thai, despite being sold mostly in Bangkok. But Senada's Chanita says that 60% of her business is now local, and that number has been growing for the past several years. Greyhound's Bhanu, for his part, has launched more affordable domestic sub-brands. "The marketplace has a lot of potential," says Bhanu. "It's up to the brands to make it happen...
...windowsills so that music could fill the streets. Bottles of brandy were brought out for toasts. Days before, a weekly newspaper had run the headline THE ARMY WILL BREAK THE SARAJEVO BLOCKADE IN 24 HOURS. Now the government had advanced, and with tears in her eyes 43-year-old Senada Hukovic cried out, "We are winning! Dear God, please let it be true...
...Bosnians waited out the battle. Nijaz Mutevelic, 66, was resigned. The Bosnians might not succeed, but he was glad they were trying. "The question is very simple," he said. "Is such a life worth living, or is it not better to fight?" His wife Rada and their neighbors Senada Hukovic and Ksenija Crvenkovic agreed. "Politics has not managed to tear us apart," said Crvenkovic. "And see, I'm a Croat, Rada is a Serb, and Nijaz and Senada are Muslims. That's Sarajevo...
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