Siam Paragon, Siam Center and The Emporium are poised to stage the Siam Paragon Bangkok International Fashion Week 2008 (BIFW08). This 40 million-baht, four-day fashion extravaganza will take place from March 20-23 at Parc Paragon, Siam Paragon.

BIFW08 will feature 11 fashion shows presented by 40 Thai designers - including established brand names, rising stars as well as the young generation group - under the title, "Summer Colourful Collection." The 2008 Spring/Summer collections will focus on vivid colours to express the fun and liveliness of summer and Parc Paragon will transformed into a grand catwalk fully equipped with light and sound systems.

Leading Thai fashion brands to showcase their latest collections include Greyhound by Nokia, Flynow, Nagara, Pichita, Theatre, Kunitar & 8E88, 27 Nov, Tops & Bottoms by Phuket Mermaids and more. There will also be a special fashion show by up-and-coming designer Polpat Asavaprapha who will introduce new lifestyle ideas as well as his Asava Inspired by Singha collection. The event will also provide a platform for design students from the Faculty of Fine Arts, Srinakharinwirot University.

Latest makeup and hair trends will be showcased by L'Oreal in its Extravaganza by L'Oreal Professional show.

"BIFW is the platform that will lead Thai designers to world success," said Jon Arnold, general manager, Consumer Products, L'Oreal (Thailand) Co. "We are thrilled to be able to bring the L'Oreal Paris makeup expertise in the form of our 'Star Secrets' themed collection to this event. We are certain that this 2008 collection will be a top makeup favourite."

Nokia will also introduce Technology in Black, the three latest black mobile phones - the Nokia 6300, Nokia 6500 Slide and Nokia 6500 Classic - the perfect combination of technology and design.

And for the first time in Thailand, MTM Audi will showcase the latest two models that are guaranteed to dazzle fashionistas.

Other activities include the Summer Fashion Festival Sale, a promotion by CitiBank in the three fashion centres from March 20-April 30 with discounts of up to 40% at participating shops, while Hall of Fame on Siam Paragon M floor will be turned into a chic Bazaar Bar by Singha.

"This special fashion event is a collaboration by Siam Paragon, Siam Center and The Emporium - three fashion centres with more than 30 years of experience in fashion retail," said Chadatip Chutrakul, CEO of Siam Paragon Development Co and managing director of Siam Piwat Co.

"BIFW08 will not only be springboard for the Thai fashion industry, but will also present opportunities for Thai designers to be recognised in the international arena."

You can experience the Siam Paragon Bangkok International Fashion Week 2008 from March 20-23 at Siam Paragon. Tickets for each show can be obtained at the registration counter at Hall of Fame, M floor of Siam Paragon 30 minutes before the start of each show. For more information, call 02-610-8084/6 or 02-685-1033/4.