Wichuda Thonglor– The Quiet Authority of Purposeful Design
- DE MODE
- 8 hours ago
- 9 min read
ORIGINALLY PUBLISHED | DE MODE FEB 2026 THAILAND FRONT COVER
Article Published on:14TH FEB 2026 | www.demodemagazine.com
Wichuda Thonglor recently appeared on the front cover of DE MODE Magazine.
Opulent swimwear reflects nature's beauty, crafted purposefully with each thread. It serves as a designer's canvas, where elegance and intention harmoniously blend.
What makes WICHUDA unique is its balance of luxury and responsibility. Each piece is thoughtfully designed using eco-conscious fabrics such as silk, linen, and recycled materials, chosen for their quality, longevity, and reduced environmental impact. Sustainability is not treated as a trend but as a core design principle woven into every stage of creation. The brand’s aesthetic is understated yet confident—minimal without feeling rigid, elegant without excess. Produced in limited quantities with an emphasis on ethical craftsmanship, WICHUDA promotes mindful consumption and timeless style over seasonal trends.
At its core, WICHUDA stands for modern luxury with purpose: swimwear that feels personal, intentional, and quietly powerful—designed for individuals who value simplicity, confidence, and respect for the world that inspires what they wear.
WICHUDA is a contemporary swimwear and resortwear brand that emphasizes refined minimalism and sustainability, inspired by the Andaman Sea in Phuket. It features clean silhouettes and nature-led palettes that celebrate the natural form.
For founder Wichuda Thonglor, the journey was profoundly personal. Raised alongside the Andaman Sea, her earliest memories are colored by coral reefs, sunlit horizons, and the effortless beauty of island life. These surroundings shaped her sensibilities long before they shaped her brand. WICHUDA became a way to translate that lifelong connection into form—capturing the balance between strength and softness, simplicity and confidence, nature and design.
Born from the rhythm of waves and the quiet poetry of tropical landscapes, WICHUDA is not simply a fashion label—it is an extension of place, memory, and intention. Officially launched in 2021 in Phuket, the brand emerged with a clear and considered vision: to create swimwear and beachwear that embodies elegance while remaining deeply respectful of the natural world that inspired it.
From its inception, WICHUDA set out to challenge the conventions of beachwear. Rather than following trends, the brand focused on values. Sustainability was never an afterthought; it was foundational. Eco-conscious materials such as silk, linen, and recycled fabrics were selected not only for their tactile luxury but for their reduced environmental impact and enduring quality. Each fabric choice reflects a belief that true luxury lies in responsibility—fashion that respects the earth rather than exploits it.
Equally central to the brand’s identity is craftsmanship. WICHUDA works closely with skilled artisans and makers who share its commitment to ethical production and meticulous detail. Every piece is crafted with intention, produced in limited quantities to minimize waste and encourage mindful consumption. This deliberate approach allows each garment to carry a sense of intimacy—an understanding that beauty is amplified when it is thoughtful, precise, and unhurried.
Aesthetically, WICHUDA is defined by refined minimalism. Its collections are characterized by nature-led palettes—soft sands, ocean blues, sun-warmed neutrals—and silhouettes that honor the natural form rather than overpower it. The designs are quietly confident, offering versatility and ease while maintaining a polished, contemporary edge. There is an effortless sophistication in each piece, designed to move seamlessly from shoreline to city, from leisure to lifestyle.
As the brand has evolved, recognition has followed. Yet growth has never diluted its purpose. At its core, WICHUDA remains anchored to the principles that sparked its creation: respect for the environment, appreciation for simplicity, and a belief that confidence is the most enduring form of elegance. Each collection is a continuation of that philosophy—a dialogue between modern design and timeless values.
Today, WICHUDA stands as a testament to a new kind of luxury—one shaped by intention rather than excess. Its journey continues with every carefully crafted piece, telling a story where sustainability meets style, and where fashion becomes a reflection of the world it seeks to protect. In an industry often defined by speed and spectacle, WICHUDA offers something quieter, deeper, and infinitely more lasting: a reminder that beauty, like the sea, is most powerful when treated with care.
Designing with Nature, Memory, and Modern Grace
In an era where fashion is increasingly asked to account for its impact, Wichuda Thonglor stands out as a designer whose work is guided not by trend cycles, but by lived experience. Born on Thailand’s southern coast and raised in Phuket, Wichuda’s creative identity was shaped long before she ever sketched a silhouette or selected a fabric. Rainforests, beaches, and the ever-changing moods of the Andaman Sea formed the backdrop of her childhood—an environment that quietly instilled in her a deep respect for nature and an intuitive understanding of sustainability.
For Wichuda, clothing has always represented more than mere decoration or appearance. From a young age, she perceived fashion as a powerful language—one that conveys individuality, aspirations, and self-assurance. As a child, she envisioned herself adorned in graceful, princess-like attire, captivated by refined beauty and gentle femininity. However, her reality often diverged from her dreams. Dressed in tomboyish outfits selected by her mother, Wichuda navigated the tension between her true self and her outward appearance. Instead of suppressing this contradiction, she embraced it. Over time, this experience heightened her understanding of how profoundly clothing can influence identity, self-expression, and emotional confidence.
This duality—between softness and strength, imagination and reality—would later become a defining element of her design philosophy. As she matured, Wichuda gravitated toward pieces that were understated yet powerful, refined yet deeply personal. She learned that true elegance does not shout; it resonates quietly. That belief now sits at the heart of her work as a fashion designer and defines the aesthetic signature of her label, WICHUDA.
Launching the brand in Phuket was a deliberate decision, grounding her work in the landscapes and values that shaped her. WICHUDA reflects a harmonious dialogue between environment and design: clean lines inspired by natural geometry, palettes drawn from sand, sea, and foliage, and silhouettes that honor the natural form rather than restrict it. Each collection is created with intention, designed to move effortlessly between destinations and moments—whether worn poolside, along a quiet shoreline, or while traveling across continents.
Sustainability is not positioned as a marketing narrative, but as a responsibility Wichuda takes personally. Her approach to design integrates environmentally conscious choices at every stage, from material selection to production methods. This commitment is rooted in gratitude toward the ecosystems that defined her upbringing and a desire to ensure that fashion contributes thoughtfully rather than destructively. Ethical craftsmanship, careful construction, and mindful production are central to how she builds her collections and her business.
What distinguishes Wichuda as a designer is her meticulous balance of form and function. Her work is modern without being cold, minimal without feeling austere. Each garment reflects a refined sensibility—designed to elevate confidence through comfort, precision, and simplicity. The result is a cohesive brand identity that resonates with individuals who seek luxury aligned with purpose. Today, WICHUDA continues to establish itself within the international swimwear and resortwear landscape. Grounded in authenticity and guided by sustainability, Wichuda Thonglor’s journey reflects the evolution of a designer who transforms personal history into a contemporary, responsible, and globally relevant vision of fashion—one where elegance is inseparable from intention, and beauty is always connected to respect for the world that inspires it.
Top Fashion Trends from Thailand Fashion Week
At Thailand Fashion Week SS26, Thai designer Wichuda Thonglor presented Under the Sea, a collection defined by restraint, emotion, and modern elegance qualities that resonated strongly on an international stage.
Inspired by her roots in Phuket and the Andaman Sea, Wichuda translated oceanic beauty into a refined contemporary language. Fluid silhouettes moved effortlessly along the runway, echoing the natural rhythm of water, while a palette of shimmering blues, softened aquas, and subtle coral tones suggested marine life without literal interpretation. The result was a visual narrative that felt serene yet powerful.
What set Under the Sea apart was its composure. Clean lines and organic textures celebrated the natural form, allowing craftsmanship and movement to take precedence over excess. Each look conveyed quiet confidence—elegant, intentional, and timeless.
Inspired by her roots in Phuket and the Andaman Sea, Wichuda translated oceanic beauty into a refined contemporary language. Fluid silhouettes moved effortlessly along the runway, echoing the natural rhythm of water, while a palette of shimmering blues, softened aquas, and subtle coral tones suggested marine life without literal interpretation. The result was a visual narrative that felt serene yet powerful.
Sustainability remained an integral part of the collection, seamlessly woven into its design philosophy through thoughtful material choices and mindful production. Rather than being declared, responsibility was expressed through longevity and precision.
By reinterpreting Thai coastal heritage through a modern, global lens, Wichuda Thonglor delivered a collection that balanced cultural depth with international relevance. At Thailand Fashion Week SS26, WICHUDA offered not spectacle, but substance—leaving a lasting impression through calm sophistication and purposeful design.
INTERVIEW OF WICHUDA THONGLOR WITH DE MODE
Q: How did Phuket shape your design philosophy?
Growing up in tropical island of Phuket shaped both my eyes and my values. The beaches, coral reefs, and marine life taught me to see beauty through responsibility. My Tourism and Hospitality background strengthened my storytelling approach. The Under the Sea Collection is my tribute to the Andaman Sea and my way of promoting Thailand on the global stage.
Q: What core idea led to the birth of WICHUDA?
WICHUDA began from a desire to create intentional fashion that elevates every woman’s confidence while respecting the environment. I wanted a Thai brand that reflects my roots and celebrates women of all shapes, forms, and nationalities. The vision is refined, responsible luxury that feels personal and meaningful.
Q: How does nature influence your creative decisions?
Nature is my constant guide. The movement of waves, the softness of sand, and the colours beneath the surface influence silhouettes and palettes. The Under the Sea Collection brings the world I grew up into life while reminding us to protect it. Nature helps me design pieces that make women feel confident and connected.
Q: What does sustainability mean in your design process?
Sustainability is the foundation of my work. Fashion is one of the most polluting industries, so I consider the entire lifecycle of every piece. I use responsible materials, minimize waste, and collaborate with ethical makers. This approach supports my belief that confident, beautiful clothing can be created without harming the planet.
Q: Why do you gravitate toward silk, linen, and ECONYL?
Silk and linen offer natural elegance and longevity that complement confident, minimalist design. ECONYL, made from regenerated ocean waste, reflects my commitment to marine protection. These materials allow me to create luxurious pieces that align with the values of women around the world while proudly representing Thai craftsmanship.
Q: How does slow fashion define your brand’s identity?
Slow fashion gives me the space to design with intention and produce responsibly. I create in small quantities to ensure quality and reduce environmental impact. This approach supports my mission to make refined, sustainable pieces that help women feel confident and celebrated, while positioning WICHUDA as a thoughtful Thai brand.
Q: What story do you aim to express through your collections?
My collections reflect the beauty of my home and the values I grew up with. The Under the Sea Collection celebrates the magic of the Andaman Sea while encouraging its protection. Above all, my story is about empowering every woman to feel confident, elegant, and included, no matter her shape or nationality.
Q: How do you merge minimalism with sophistication?
I believe sophistication lives in thoughtful simplicity. Clean lines, refined silhouettes, and high-quality materials create a quiet confidence. I design with intention, allowing the wearer to shine rather than the garment. This balance ensures that WICHUDA pieces feel both modern and timeless while embracing women of every shape and style.
Q: What challenges arise in maintaining an eco-driven brand?
Sourcing sustainable materials and producing ethically can be time consuming and costly, but these challenges strengthen my commitment. Innovations in responsible textiles help make sustainability more accessible. Upholding these values ensures that WICHUDA stays true to its mission of creating confident, luxurious, and environmentally conscious pieces that honour Thai identity and my hometown, Phuket and Andaman Sea.
Q: What experience do you want women to feel wearing WICHUDA?
I want women to feel confident, elegant, and truly seen. WICHUDA is created for women in all shapes, forms, and nationalities. The pieces enhance natural beauty and reflect personal identity. Wearing WICHUDA should feel empowering and comfortable, like carrying a sense of class and self belief wherever you go.
Q: How do you stay culturally rooted yet globally relevant?
I stay rooted by honouring Phuket’s landscapes, nature, traditions, heritage, culture and spirit. I interpret these influences through modern design and sustainable materials that appeal to women worldwide. This balance allows WICHUDA to remain proudly Thai while speaking a global design language that celebrates confident, diverse women everywhere.
Q: How did your recent Thailand Fashion Week showcase influence or reflect your current creative direction?
Thailand Fashion Week reaffirmed my direction toward sustainable luxury and nature-inspired storytelling. Presenting the Under the Sea Collection on such an important platform strengthened my commitment to representing Thai design with pride. The response encouraged me to continue creating refined pieces that empower women and honour our natural environment.
Q: What core message or artistic intention did you hope to convey through your Thailand Fashion Week showcase?
I wanted to share the beauty and fragility of the Andaman Sea through refined, sustainable design. The showcase expressed my belief that fashion can be both elegant and ethical. It also highlighted my commitment to uplifting confident women everywhere while proudly presenting WICHUDA as a Thai brand with a meaningful purpose.
Connect & Follow
OFFICIAL WEBSITE - wichudafashion.com
INSTAGRAM - @wichudafashion
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