Sririta for kyra from thaicatwalk.com
Rita is Kyra’s brand new lingerie stylist
Thailand’s top model Sririta Jensen has joined forces with Kyra Lingerie in launching a revolutionary new line of lingerie for the Thai market.
“The Inside Out Exhibition, Sririta Jensen by Kyra” was launched 28 August at Central World Shopping Center in the heart of Bangkok.
Kyra introduced Sritita, or Rita, as their latest designer of lingerie that best serves the lifestyle of modern women, helping them feel confident throughout the day. The brand expects this collection to earn up to 60 million Baht in sales this year.
Sonia Srichawla, Vice Managing Director of Kyra Mode Co.,Ltd., the importer of Playboy and Kyra lingerie, said Kyra had conducted research in the second half of this year on the lifestyle of modern Thai women. The results found that lifestyles had pretty much changed, either in terms of their social lives or their working habits. Women gave more importance to how they spent their money.
“Many women choose clothes based on reasonable prices rather than fashionable items,” Ms Srichawla said. “These women also prefer more comfortable items of clothing that support free movement. We can see that trendy and well-designed lingerie can be regarded as the first element which promotes a positive appearance.”
Sririta Jensen was chosen as a representative of modern women, acknowledged for her good image and her years of experience in the fashion industry, both locally and internationally. She was asked to contribute ideas towards “The Inside Out Exhibition, Sririta Jensen by Kyra”.
The collection features three different aspects – “Everyday Vogue”, “Catwalk” and “Celebutante”.
"Everyday Vogue" is suitable for confident working women. The design is simple and basic with a sense of sassiness for those who enjoy challenges, because its pattern was designed with sponge moulds to support the body's curves. "Catwalk" is a sexy and stylish design which promotes confidence in those who want to feel like a model on a catwalk, while "Celebutante" is designed for the socialite.
Items in all three aspects of the collection retail from 900 Baht to 1,500 Baht. Rita was in charge in the design and manufacturing process, while the creation of graphic patterns was the work of designers. Together they chose the best fabrics, made prototypes and chose which ones would be manufactured.
Rita said she believed her collection for Kyra was unique. “It is suitable for women who like simple lingerie that makes them feel elegant,” she said. “They are reasonably priced and I'm confident that if you only tried on one of my designs, you would feel more confident and sexier. I hope that everyone likes my designs for I have put everything I've got into them. I also applied my experience in the fashion industry to make the most comfortable lingerie for modern women. Anyone can be sexy with Kyra.”
The company is holding various activities to help women choose the right lingerie for their needs. On September 5 Sririta will be handing out useful advice at a special meet and greet session with lots of fun and games and prizes. The event will be held at Central World Shopping Center and then again on September 6 at Siam Paragon. In order to give a little something back to society, the company will also hold a charity event, where proceeds from which will go to the Goodwill Group Foundation. Vests and pants from Sririta’s collection will also be donated to the foundation.
"The Inside Out Exhibition, Sririta Jensen by KYRA" should bring in about 25 million Baht out of the company’s annual total income of 60 million Baht.