Thakoon and Bright Fame Fashion have put the brand on hold after two seasons of working in a see-now, buy-now format. The news comes as a bit of a shock, as the new collection was very recently presented to much acclaim.
The brand founded by Thakoon Panichgul was acquired by Bright Fame Fashion in 2015 with the specific intention of taking the brand in the direction of see-now, buy-now.
Only one month ago, Panichgul spoke to FU's Taylor Harris, discussing how the transition had been, how it was changing his presentations, and most importantly, his production.
“Because we’re delivering more frequently, the idea is that when you see something, you want to buy it right away. In that sense, we didn’t want to go deep into the production of something because we want to be nimble. We want to be able to assess exactly what’s working and what’s not working. We want to react immediately,” he said at the time. “It allows us to be responsive. It’s giving us a better idea of what people are gravitating towards and building the business that way instead of just going in there, cutting 200 units of everything.”
Though Thakoon is still filling Spring orders (which are dropping every few weeks, in his new delivery format), it is unclear how the brand will proceed from here. That being said, the fact that the situation is described as “on hold” is somewhat promising, as both parties seem to be staying positive about the situation.