DISAYA returned to London where it all began, with the latest collection
Featuring a mysterious sensual femininity style embodying the charms confident women
DISAYA’s has taken a major step to re-launch its brand by working with the teams and industry experts in the London Fashion Industry. Teaming up with Nicola Neri, a well-reputed Italian stylist based in London who has worked with many luxury brands and high-end fashion magazines, and Daisy Walker, British photographer and art director, who has put her spin on many global brands like Loewe, Maison Margiela, Nike, and Victoria Beckham. In this collection, the talents has embodies DISAYA woman’s spirit in her new persona; depicting the strong, sensual, mysterious a new interpretation of femininity through her camera lens as presented in the Summer 2023 Campaign Key Visuals.
"Aom" Disaya Sorakraikitikul, Creative Director of DISAYA,, has shared the reasons for her taking such decision in this rebranding.
“The origin of DISAYA started around the same time as my time of education at Central Saint Martins in the UK. Hence why, the decision to return to England her second home the another version of DISAYA. It is a brand with designs conceived differently from others so it is both sweet yet strong and masculine, while possesses a confidence that radiates from inside out with every movement. All these traits will display in the collections from our Summer 2023 collection onwards, and that there will be a greater variety of silhouettes that can be easily mixed and matched than ever before.”
The brand has revealed its new direction with the new typographic design and the symbolic new logo dating back to her being dubbed the “teddy bear girl” by British media. Dated back to her time at Central Saint Martins when she presented her bachelor’s degree fashion show under the concept of “Imaginary Friends” where dolls could be transformed into clothing, and clothes could be folded back into dolls. The collection created waves amongst the audience in England at the time, and many pieces from her show were featured in fashion and lifestyle magazines like Dazed & Confused UK, Tank, and Jalouse.
Daisy Walker’s images of the Summer 2023 collection reflects all the multi-faceted charms of a Disaya woman who is gentle, sweet, strong, and self-confident with a mysterious appeal that makes people want to know more about her. The backdrop depicts the sky to signify dreams and freedom. There are views of sunny bright skies and dark cloudy rainy days which set off and contrast sharply against the pastel tones of the clothing to match the various attributes of a woman’s charm. The addition of green trees in the background adds a sense of serenity and being composed which are new traits in the personality of the new DISAYA woman.
DISAYA was established in 2005 by Disaya Sorakraikitikul after completing her studies at Central Saint Martins and working in many renowned haute couture ateliers including Galliano. The luxurious touches of DISAYA were inspired by her favourite city, London. Her designs have been recognized by women around the world for their striking and distinct shapes that are a sharp departure from conventional notions of beauty in women’s fashion. Over the past 17 years, the company has expanded its business globally to more than 20 countries including England, Italy, and Japan.