Story by SAMILA SUTTISILTUM

The Sretsis sisters' journey through the tumultuous fashion industry landscape has now seen them reach celebrated status in both local and international arenas. Starting out as a compact family business - with Pim Sukhahuta as head creative designer, eldest sister Kly as the marketing director and youngest sister Matina as jewellery designer - the Sretsis range exudes the warmth and intimacy of the harmonious nuclear environment that it originates from. The label, whose name derives from the backward spelling of the word "sisters", has been around the world once or twice, and landed in Sydney earlier this month for Rosemount Australian Fashion Week (RAFW).

After being marketed down under for only the relatively short period of two years, Sretsis has quickly won the country over, charming local celebrities and garnering a loyal fan base.

Australia got its first glimpse of Sretsis two years ago when the brand was selected to represent Thailand in a group show during fashion week in 2006, sharing the runway with the likes of Tube Gallery and Playhound. The 2008 slot at RAFW, however, was the first time a Thai designer had showcased a complete solo collection at the country's premier fashion event.

"This wasn't my plan when I began designing the collection," said Pim. "Thai Airways normally sponsors an Australian designer at RAFW, but this year it wanted to support a Thai label."

Sponsored by the airline together with the Department of Export Promotion and Singha, Sretsis de'buted its Spring/Summer 2008-2009 collection "Parallel Universe" to its Australian followers, as well as buyers and a handful of prominent fashion media publications, namely Vogue, Russh, Marie Claire, InStyle and Madison. Rave reviews saw orders for the collection reach new heights.

"I won't say that the scale of the show and the industry there is bigger than in Thailand. The difference, however, is the media," said Pim when asked to compare the experience of doing shows in Thailand and Australia.

"RAFW has much wider media coverage, which creates more of a buzz."

Pim may have a point in citing the media's influence in the brand's success during fashion week. However, Sretsis hasn't won so much media attention for nothing. Even before its 2008 RAFW show, the label had made a name in Australia and the US. Celebrity Australian starlets Pia Miranda and Alyssa McClelland both sported Sretsis outfits as they sat in the front row for the show, and Hollywood A-listers like Paris and Nicky Hilton, and even Kirsten Dunst, have been spotted in Sretsis dresses. Hence, it's no surprise that Sretsis manages to attract collaborations with top names in the industry, whether it be Australian hair guru Kevin Murphy or MAC make-up artist Gordon Espinet, both of whom hand-picked Sretsis to be one of the only four shows they worked for during RAFW.

"Gordon has worked in big shows for the likes of Alexander McQueen, Marni and Chloe, so we were pretty anxious at first. However, he's really nice. We also had Vogue stylist Romy Frydman working with us."

The ethereal collection has been received positively by the media, buyers and fan alike. Rebecca Caratti of Madison counts it among her favourites, while web site style.com calls Matina's accessories line "standout".

Pim, in addition, was stopped recently on a Sydney street by strangers who came to congratulate her and praise her designs after seeing them in a newspaper. As for the business side of the operation, the three sisters admit they expect Australia to replace the US as their international stronghold in the future.

"Although the US market has the largest share of our current sales at 60 per cent, the unstable currency makes it a less promising market. Australia, however, has more room for improvement. US fans prefer signature dresses but here, they love casual pieces, particularly cotton. They have much more in common with Thailand; they have the sun, the beach and there's a certain flexibility in their lifestyle, which enable them to understand our fashion very well."

Sretsis's Universe
Sretsis presents to Australia its "Parallel Universe" collection - a series of outfits conceived from Pim's imaginative realm of opposites. Mythical and real animals manifest themselves in prints set in surreal landscapes that range from the North Pole, to Loch Ness to the Moon.

"It started out with a very simple premise. I only thought of things that made me happy, like nature and my surroundings," said Pim about the collection.

"I look at what's closest to me, that is what makes me happy but what makes me happy, these fantasies, are so far-fetched. That's why I think of two worlds that are interlocked, two opposites intertwined together."

Pim's vision now includes elaborate and decorative animal prints that are far more subtle than simple animal skins. To her, each animal symbolises a quality that shines though in its appearance. A horse's appearance suggests strength, an owl's wisdom and a deer's gentility, for example.

"This is really not applicable to people at all. You can't judge a person solely on their appearance. Instead, people use outfits to express themselves."

Pim translates her animal motifs into digital prints on silk, satin and cotton, incorporating Sretsis's signature ruffles, tiers, Peter Pan collars and capelets in a dream-like palette of white, beige, grey, peach and dusty blue. A key piece is a maxi goddess dress with owl feather prints.

"The highlight of the show is a series of seven printed dresses, collectively known as "Parallel Universe Panorama", which create a fantasy landscape inhabited by mythical creatures when assembled together."

The fashion collection is complimented by accessories from Matina, which include a huge cluster of rings and elaborate bracelets that are reminiscent of fantasy amulets rather than everyday accessories.

"The collection shares with other Sretsis collections a character that is our own. It doesn't reference any particular period. I just throw in little bits of what I like."