Fashion is more than what we wear – it’s a story of how we live, what we value, and where we dream of going. And this year, resort wear is having a major moment! From breezy silhouettes to effortless style, it’s all about blending comfort and elegance into daily life. But the spotlight on this trend isn’t just coincidence – it’s been amplified by the third season of The White Lotus, set in the dreamy landscapes of Southern Thailand. Characters flaunted stunning Thai silk pieces, perfect for the tropical vibe with their airy designs and weather-ready comfort.
So, what exactly is resort wear? Originally crafted for jet-setters escaping chilly winters for warm, sunny escapes, it’s now more than a seasonal trend. In sun-drenched countries like Thailand, it’s become an everyday essential – tailored for those who embrace year-round heat with style. Forget formalwear. Resort wear is about living comfortably while looking effortlessly chic, 365 days a year.
One Thai brand leading the charge is PARISSARA, founded by the eponymous Parissara Na Phatthalung. Her brand redefines resort wear with a focus on sustainability, cultural heritage, and modern elegance. ‘Resort wear now plays a central role in storytelling, helping guests feel immersed in the identity of the destination,’ Parissara shares.
Unlike global trendsetters like Zimmermann and Johanna Ortiz, PARISSARA’s designs are rooted in quiet confidence, celebrating the connection between fabric and wearer. Using natural fibres, recycled materials, and eco-friendly techniques, the brand’s pieces are as thoughtful as they are beautiful. Each item tells a story of Thai craftsmanship, from handwoven cotton and silk to accessories crafted from water hyacinth.
Paris’s passion for preserving Thai traditions runs deep. During her research, she met an elderly weaver earning just B100 for a full day’s work – an encounter that sparked her mission to honor and reimagine these fading crafts. For her, resort wear isn't just fashion; it’s a way to keep cultural heritage alive while making it relevant for today.
One standout moment for PARISSARA was its collaboration with The Villas at Kimpton Kitalay Samui, a luxurious five-star hotel designed for wellness and tranquility. Together, they created Whisper of the Waves, a bespoke resort collection featuring hand-dyed robes, woven sandals, and artisanal bags. Every piece reflects the textures and colours of Thailand’s islands, crafted by skilled artisans from the country’s North and Northeast. Guests can even experience the collection during their stay – imagine wearing a piece of paradise and taking those memories home with you!
Resort wear is more than just clothes – it’s a feeling, a memory made tangible. As Parissara puts it, ‘The fabric, the flow, the sensation – it’s something you want to take home. It’s not just a product; it’s an experience.
With plans to expand into refined tailoring, elevated loungewear, and nature-inspired accessories, PARISSARA is shaping the future of resort wear. It’s a style that embraces comfort, quality, and heritage – a celebration of the beauty found in slowing down and savouring life.
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