Thakoon Changes Fashion Model

New York based designerThakoon Panichgul has announced a shift in the business model of his eponymous label following investment from Bright Fame Fashion, the Hong Kong-based family investment firm. Eschewing its regular spot on the New York Fashion Week schedule this February, Thakoon will reorganise how it distributes its product, reports the BoF, opting instead for a new "real-time fashion" model.

"This is an incredible opportunity to innovate and build the Thakoon brand internationally," Panichgul said of the investment and plans to reinvent his label, praising BFF's director Vivian Chou. "Vivian recognises and shares our values. Her passion, and the Chou family's expertise and legacy in pioneering global fashion will lead us into an exciting new chapter."

The new approach will see the brand embrace a "see-now, buy-now, wear-now approach, with a focus on e-commerce", essentially eliminating the need for an expensive ready-to-wear catwalk show and possibly bricks-and-mortar stores - a model that was adopted earlier this year by British designer Matthew Williamson.

Rumours of BFF's investment in Thakoon was rumoured at the start of the year, when the label's chief executive, Maria Borromeo, confirmed that talks had begun. Borromeo has retained her title, as has Panichgul following the acquisition, while original investor Kathryn Murdoch has kept a stake in the company.

"Thakoon has tremendous potential to engage with, and deliver to a wider audience," said Chou. "​His unique American perspective and authentic aesthetic set him apart, while his inclusive mindset, spirit and designer DNA will allow for the brand to scale. These assets will play into the next phase of our business model as we expand globally."