How Thakoon’s Resilience and Versatility Are Helping Him Overcome the Current Crisis
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“It’s definitely a challenging time for all of us,” says Thakoon Panichgul, in response to a question about how his team are coping in the face of the ongoing COVID-19 crisis. “But we are learning to adapt and work on what we can do now until, hopefully, things get back to normal. We know that everyone is in the same boat, so we try to not dwell on what we can’t do, but on what we can do.”
It’s a sentiment that many in the fashion industry can relate to, even if we can’t express it as eloquently (and succinctly) as Panichgul. Whether it’s designers pivoting to producing face masks and hospital gowns, or multi-million-dollar donations from some of the world’s biggest brands, the fashion community has rallied together to support those who need it most right now to impressive ends. All the same, there is something to be said for the ability of fashion itself to offer moments of joy and escapism in these troubling times—and for those in a position to spare it, treating yourself to a new piece from one of your favorite designers could do more to help them than you might think.
“We might not feel like it at the moment because we’re still dealing with the news as it unfolds and also just being in all the time, but human nature will take over that feeling and we all will want to find happiness, or escape, or positivity somehow,” Panichgul adds. “I do think that fashion can lift the mood. There are creative ways that you can dress for working from home, even funny, playful ways—mixing sweatpants with jewelry or kitten heels, for example. Why not?” (For those looking to indulge in the kind of whimsical look Panichgul is describing, his online store has everything you need to do just that.)
If anybody understands the need to be constantly adaptable, after all, it’s Panichgul. Following his buzzy debut in 2004, the designer swiftly became a hot commodity within the industry, dressing the likes of Michelle Obama and Sarah Jessica Parker. After relaunching his label in 2016 with major financial backing in an attempt to harness the see-now-buy-now trend, he again took a sabbatical a year later, reemerging in 2019 with a contemporary direct-to-consumer line that has seen him produce more of his reliably well-made pieces at a more competitive price point.
“When we made the decision to pivot to direct-to-consumer, it was a decision that wasn’t without consequences,” Panichgul explains. “But in the end, we all believe that the pivot needed to happen as the fashion industry is facing a lot of uncertainty. I’m super happy we made that decision, especially now where we have control business-wise, and we can pivot accordingly. In times of crisis, you realize that you are ultimately in charge of your own destiny. So take this opportunity to think about what it is you want to create, who’s it for, and why—because that’s most important right now—and these questions will lead to a better approach to design and business.”
While Panichgul has been able to continue the design phase of producing his resort collection via video conferencing—where, thankfully, the majority of the fabrics have already been sourced—the spring 2021 season, planned to debut in September, will come with a different set of challenges. “We don’t have the capabilities to go into the office to touch and select fabrics, look at drapes on form, et cetera,” he says, “but we are learning to adapt.”
In the meantime, Panichgul is taking the enforced downtime as an opportunity to reconnect with the things he loves most. “I’m getting back on the piano again, and it’s been fun. I’m taking more time to look at all my books, some of which I forgot I had, and getting more inspiration from them. We’ve been watching a lot of old movies, which I love but was always too tired to do when I got home from the office before. Quieter time at home allows for a lot of ideas to come out, too.” While those ideas may not reach their full fruition until many months down the line, in the meantime, the selection of Panichgul’s impeccably-cut wardrobe staples currently on sale offer plenty of work-from-home style inspiration. What are you waiting for?
