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#9 Prim Salisa

Welcome to our #StayHomeEdition where we virtually shoot and chat with our muses from the comfort of their homes.

Meet Prim Salisa Cheewapansri (@salisach), a 26-year-old fashion designer, founder of SALISA.

While studying at Parson’s School of Design in New York, Prim started her eponymous fashion label for women who run the world. The SALISA woman is far from blasé – she’s curious, confident, and keeps her foot on the pedal. Just like Prim.

💃🏻 || How It All Began || 💃🏻

· Was it always your plan to study fashion?

No … I was supposed to do medicine! My family is very Chinese so they pushed more traditional degrees like medicine and engineering.

However, I’m afraid of needles and blood so I convinced them to let me pursue fashion instead. I’m very lucky they eventually supported my decision.

· Why did you pick New York?

I didn’t! I really wanted to go to CSM in London.

However, my dad studied in New York and was very adamant that I go there. He was very firm that if I wanted to study fashion, New York was the place to be … so I didn’t really have a choice.

· Did you have other name ideas for your brand?

It was actually just between Salisa … and Prim. [laughs]

· Who’s your fashion icon?

Phoebe Philo! She used to be Céline’s creative director. She’s a great designer that keeps things minimal but never boring – there’s always a special touch to it. Her minimalist pieces have redefined modern luxury and what it meant to dress a modern woman.

· Advice for aspiring fashion designers?

Nowadays, trends come and go so quickly, it can be hard to keep up with them.

Nevertheless, I believe there’ll always be a time for you to shine, so it’s best to stay true to yourself and your style. Don’t go chasing the trends!

🗽 || Salisa & The City || 🗽

· Tell us more how your brand is “New York-inspired”.

It’s very much inspired by the city’s rich culture, diversity and energy.

In New York, you’ve always got a million things to do. Everyone’s constantly walking, catching the subway or mid-action somehow so my clothes reflect this lifestyle through versatility.

I have reversible pieces that can be worn in different ways and can easily transition from day to night. My colour palette is also heavily influenced by New Yorkers.

· Since moving back to Bangkok, would say your collections are still heavily inspired by New York?

The essence of it is still rooted in New York City vibes.

However, I’m all ears when customers have any feedback. I listen carefully and reflect on how to seamlessly blend my signature style with their preferences. Since most of my customers are Thai women, it is their voices that have naturally assimilated into my work.

For example, I’m not a huge fan of pink but pink items are very popular among our Thai customers so I’ve had to search for the right SALISA shade of pink.

· Describe the SALISA woman.

Ambitious and always on the go. She’s a modern working woman that values ease and practicality.

· What’s your vision for SALISA?

I want to grow the brand internationally. To start off, it would be great to establish a customer base in neighbouring Asian countries.

💕 || Up Close & Personal || 💕

· What personal attributes have contributed to your success?

Once I set a goal or deadline, I stick to it. Time management is super important – I don’t like to procrastinate, I like to get things done.

· Best piece of advice that you’ve been given?

Hard work pays off! No matter how big the challenge is, hard work and perseverance will get you where you want to be.

· In your own words, what is love?

Love is immeasurable. You can’t put a price tag on it, it’s priceless!


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