New editor-in-chief: Elle is feminine, sexy and loose
'Twenty years ago a good shirt in Thailand cost 2.000 baht, which was a capital in those days. Nowadays clothes are affordable and the quality is good. Therefore, people are more inclined to dress well. It doesn't cost much and it is fun. Fashion is widespread now and people are no longer afraid of a unique style.'
Since the beginning of this year, Elle has a new editor-in-chief in the person of Panu Sombatyanuchit, aka 'Bobby'. He was approached for the position when the magazine was changing course and had to think about it for a while. Not that I had any doubts about it It, but I wanted to make sure I understood what It used to be.'
And he understands that now: It is, according to him, tangible, fun, feminine, sexy and loose. 'It is not about the brand to wear, but how to wear it. And I love that. I like the freedom and the approachability of Elle. That makes it fun.'
As befits new brooms, he also has ideas. The magazine must be more active and interactive, it must give readers the feeling that they belong and not that they are being dictated to. And there should be more emphasis on the side of It.
“The magazine isn't just about fashion – it's about style. Style is a big word for it Elle. I don't believe that fashion is just clothes can make. Style means that you get inspiration from fashion and the cool develops that reflects what you are. It's very individual. We believe in that.'
Elle Fashion Week
Panu can now put those ideas into practice with the annual Elle Fashion Week, which started on Wednesday and lasts until Saturday. This time not in the usual white tent for CentralWorld, but in three significant places in Bangkok: Lumpini Park, W Bangkok Hotel and Scala Theatre. Although those three places are now not directly associated with fashion, the underlying message is of It: Bangkok is your runway. In other words: with fashion wherever you go as a resident of Bangkok. Nice clothes don't have to wait for special occasions.
Another and new campaign from It is the Fashion Film Festival in August, where feature films about fashion and specially made short films by well-known directors are screened. All that again joy to emphasize fashion. (Source: Bangkok Post, March 12, 2013)