Southeast Asia: The next boom region for luxury?

The region’s own creative ecosystem is also drawing attention. Brands such as Chanel, Loewe and MaxMara work with influencers across Southeast Asia, such as Yoyo Cao in Singapore, Oranicha Krinchai (known by her nickname Proud) in Thailand and Quynh Anh Shyn in Vietnam. Publisher Condé Nast (which owns Vogue Business) has been investing, with the launch last September of Vogue Philippines under editor-in-chief Bea Valdes. Condé Nast also has editions of Vogue in Thailand (since 2013) and Singapore (since 2020).

Homegrown designers from Southeast Asia are starting to make an impact overseas. Dry Clean Only, founded in Bangkok by Patipat Chaipukdee, is stocked by global retailers such as Hong Kong-based Lane Crawford and worn by stars including Beyoncé. Swim and ready-to-wear brand Isa Boulder, founded by Bali-based designers Cecilia Basari and Yuli Suri, stages a first show during…