New Brand To Know: Voranida

Designer Voranida Rujekitnara was inspired to create a label that could be worn by women of all ages and from various backgrounds. She launched her eponymous label in 2019 and her design studio is based in Thailand. Born and raised in Bangkok, Rujekitnara studied fashion design for womenswear at the London College of Fashion. She has collaborated with brands including Fendi and Saga Fur and worked for Rejina Pyo, a Korean-British brand based in London. Her range is exclusively sold on Fivestory.

What inspired you to launch your label? 

I would like to inspire women in different forms, ages and backgrounds, as I believe in the abiding beauty and possibility of all women.

Why fashion? 

I felt the process and outcome were quite surprising and challenging for me. Even though every season, designers have to force their ideas to produce the best yet creative outcome and stumble at times, the more we experiment on our direction, the better the outcome would be. It’s a process of learning and getting to know more about yourself. 

What is your brand ethos? 

Voranida is standing in the gaps between being super creative and a classic minimalist. To create a balanced combination and project them into a ready to wear worth having piece, is our cornerstone. We believe what we make can be perceived as a modern twist on a creatively imperfect design. 

How would you describe your signature aesthetic? 

The outlook would be quite simple yet the detail is its heart.

What was your inspiration this season? 

For the Spring Summer 2021, Voranida’s artworks were inspired by Nam June Paik, who brings technology in art and predicts the future of the modern age of communication. From TV screens to robots, he uses these media to depict how people and technology can be engaged and interact with each other. 

Who is your customer? 

A well-rounded person, who is in their mid age with an appreciation for art, fashion, and design. She portrays herself as an inventive and sophisticated woman with a creative mind and distinctive style.

What are your plans for the label?

As I believe that Voranida’s items would fit all different types of women, I would love to sell my collection in multiple countries where they appreciate the much time we spent on each piece. It doesn’t have to be every country but the one that shares the same aesthetic value.