Asava Signature Designer - Luxury Hotel in Cha Am - Hua Hin

SO Sofitel Hua Hin’s Signature Designer

The resort benefits from the creative signature of fashion designer “Moo” Polpat Asavaprapha, the founder and creative director of ASAVA, a brand that reinterprets classic timeless style for the modern woman. Prior to creating his own brand, the Thai designer and fashion icon gained a wealth of experience working for names such as Marc Jacobs, Isaac Mizrahi and Max Mara, and serves as President of the Bangkok Fashion Society. Guests will notice the designer’s pronounced playfulness and attention to detail throughout the property in his signature sophisticated artwork as well as the SO Sofitel Hua Hin emblem and uniforms.

Illustrious Thai fashion designer Polpat Asavaprapha, founder and creative director of ASAVA, followed the fashionable footsteps of the SO Sofitel brand’s list of signature designers in creating the aesthetics for SO properties in Mauritius, Bangkok, and Singapore, including Kenzo Takada, Monsieur Christian Lacroix, and Karl Lagerfeld.

Inspiration was drawn from the destination itself – Hua Hin, long a preferred Thai beach resort getaway since the 1970s and 1980s – with a design that allows staff to literally wear the soul of SO and the essence of Hua Hin proudly on their sleeves.
 
“What was important in the design of the SO Sofitel Hua Hin uniform was that it had to be stylish and at the same time feature elements of fun and playfulness, and most importantly, to be comfortable and casual,” says Polpat Asavaprapha, whose ASAVA brand is renowned for reinterpreting classic styles for the modern woman.

Resort Guru walking through the resort (left). Wine & Dine manager in White Oven Restaurant wine fridge (right)

For the SO Sofitel Hua Hin uniforms, ASAVA introduced its signature timeless silhouette, combining it with designs and details that at first glance seem to be in conflict with the classical structure, but in fact render charm and beauty to the uniform. Floral elements are combined with stripes and bright colours to lend a soulful authenticity the design reminiscent of Hua Hin’s 1970s floral fashion.

“By combining contrasting designs one can create playfulness that is classy, timeless, elegant, and very ASAVA”, said Asavaprapha, who prior to creating his own brand worked for names such as Marc Jacobs, Isaac Mizrahi and Max Mara, and serves as President of the Bangkok Fashion Society.

The design guru, whose creativity can be seen in urban artworks around the hotel, also referenced the SO brand’s French heritage and reinterpreted it with Thai characteristics. The sailor silhouette with the cropped jacket, is a ‘tip of the hat’ to Mademoiselle Coco Chanel’s design, to which he added Thai floral patterns to give a touch of multiculturalism and contemporary flair.

The SO Sofitel Hua Hin 20-piece uniform collection are designed with male and female variants according to staff ranks and responsibilities.

SO Sofitel Hua Hin Ambassadors in front of arrival marble staircase

 
“What we like most is that when the uniforms are seen together as a whole they form a perfect collection, that creates timeless quintessential sophistication of the SO Sofitel brand” adds ASAVA.

Souvenirs: Blue Dress with Floral Tote Bag (left). Blue Kaftan by the beach (right).

Souvenirs: White dress with striped tote bag (left). Striped Dress (right).

Guests interested to have a piece of ASAVA can also purchase a range of SO Sofitel Hua Hin x ASAVA souvenirs available exclusively at the resort’s boutique, including kaftans, dresses, and tote bags. The souvenirs have been designed with the brand’s playfulness and casual chicness in mind, with a focus on practicality for use on the beach as well as for other occasions.
 

The signature emblem “The Butterfly Effect” is inspired by five sources;
• Fretwork from the past, inspired by the royal palaces of Hua Hin
• Man-made inventions and signature blue/white stripes design of ASAVA
• The greenery of Mother Nature that surrounds the resort
• The sun and the moon that conveys the idea of the third eye that is believed to be the power that foresee changes.
• The multicolored pixels that represents the future where the nine (9) red pixels stands for a promising future.

Photo Gallery of Uniforms and Souvenirs