This week, New York Art Life had the privileged opportunity to sit with one of the fashion industry’s visionaries. The New York fashion scene is an avenue for designers carving out a niche that’s as unique as it is inspiring. Honestly, you find creativity and innovation in the city!
Onsirin Buranupakorn, the founder and creative director of the fantastic luxury ready-to-wear brand ONSIRIN, is someone you should look out for in high-end sustainable fashion. Her methods naturally blend traditional feminine silhouettes with edgy elements of fetish wear and rock and roll spirit. Buranupakorn is redefining the boundaries of luxury fashion!
Her New York Fashion Week debut was nothing short of an earthquake, sending ripples through the industry that are still being felt. The runway became a canvas where bold aesthetics collaborated with innovative sustainability. ONSIRIN partnered with Runway7 and showcased five outfits, three womenswear and two menswear. It emphasized traditional femme silhouettes with a deconstructed edge.
The collection called the ‘Great Feminine Appropriation’ is a masterpiece that whispered secrets of a greener future to wide-eyed fashion aficionados. ONSIRIN is a bold declaration that luxury and ethics aren’t star-crossed lovers but a power couple ready to take on the world. It proves that style and substance can coexist in a symbiotic embrace as beautiful as it is responsible. In our exclusive interview, the fashion and sustainability expert shared insights into her journey, her brand’s ethos, and her recent success in the fiercely competitive New York fashion scene. Here’s how the interview went:
New York Art Life: Onsirin, your brand ONSIRIN has been making quite a splash since its debut. As a pioneer in sustainable luxury, can you tell us about the philosophy behind your designs and what sets your brand apart in the New York fashion scene?
Onsirin Buranupakorn: At its core, ONSIRIN celebrates feminine elegance with a twisted sense of glamor. Growing up in Thailand, I was fascinated by Old Hollywood and surrounded by glamorous Thai women. This background, combined with my experiences in New York, has shaped my vision of turning women into modern-day femme fatales.
What sets us apart is our mix of traditional feminine silhouettes with elements of fetish wear and the carefree spirit of rock and roll. Incorporating elements of traditional Thai fashion, I often draw inspiration from the intricate patterns and rich textures of Thai silk, infusing these luxurious fabrics with a contemporary edge to create garments that blend Eastern elegance with Western allure.
We’re not afraid to challenge conventional notions of femininity! At the same time, we’re deeply committed to sustainability and responsible production. Our goal is to create fashion that’s not only beautiful but also ethically made.
New York Art Life: Your brand name has a personal connection. Could you elaborate on its meaning and how it influences your work as an expert in sustainable fashion?
Onsirin Buranupakorn: Absolutely! ONSIRIN is derived from my Thai name, which means “the woman who possesses feminine elegance and goodness.” By naming the brand after myself, I’m making a commitment to embrace my Thai heritage while striving for the qualities my name represents – beauty and excellence.
This meaning influences every aspect of our work! Also, drawing inspiration from renowned Thai designers like Thakoon Panichgul and Koi Suwannagate, I incorporate elements of traditional Thai clothing, such as the elegant silhouette of the chut thai phra ratcha niyom (Thai national dress) into my modern, globally-influenced designs.
As a pioneer in sustainable luxury, we aim to create designs that are not just visually stunning but also embody a sense of goodness through our commitment to ethical and sustainable practices. It’s about creating fashion that makes women feel beautiful. Inside and out!
New York Art Life: You recently showcased your collection at New York Fashion Week, which is a significant milestone for any designer.
You recently showcased your collection at New York Fashion Week 2024, which is a dream for any designer. It is a pivotal event in the global fashion calendar, serving as a launchpad for emerging designers and a showcase for established brands while setting trends that ripple through the industry and consumer markets worldwide. It was extraordinary to showcase your work alongside esteemed names such as Willy Chavarria, Carolina Herrera, Michael Kors, Melitta Baumeister, Tommy Hilfiger, Coach, Tory Burch, Eckhaus Latta, Kim Shui, and Off-White. How did this experience shape your perspective as a visionary in the industry? How did this experience shape your perspective as a visionary in the industry?
Onsirin Buranupakorn: Showcasing at New York Fashion Week was an incredible experience and a dream come true! It strengthened my belief in the power of perseverance and the importance of staying true to your vision.
What struck me most was the energy and drive of everyone involved. The models, the backstage crew, and the other designers! The success of our NYFW showcase was greatly enhanced by the professionalism and star power of our models. Shi Yi Wang, a veteran of Vogue and international fashion weeks, brought her wealth of experience to the runway. Hunter, balancing her modeling career with entrepreneurship, added a dynamic presence. Drew Kemp, with his impressive portfolio, including Maybelline and Ralph Lauren, lent our show an air of established luxury. Alison Ishtar Ferioli, fresh from her work with Gucci, infused the collection with a touch of high fashion allure. Behind the scenes, these models’ expertise and poise were invaluable, contributing significantly to the polished execution of our presentation.
It reinforced something I’ve always felt about New York: the sheer concentration of talent and ambition here is like no other. The main reason why I love being an artist in New York is that no matter how hard I work, I will never be the most hardworking person or the best artist in this city. The level of talent and drive that artists in this city have energizes me every morning!
New York Art Life: You’ve mentioned upcycling and sustainable practices in your work. Can you tell us more about your specific approach to creating sustainable fashion pieces?
Onsirin Buranupakorn: One of my favorite techniques is upcycling dead-stock fabrics and thrifted garments to create one-of-a-kind fashion pieces. It’s an exciting creative challenge to transform these materials into something unexpectedly luxurious and desirable. For example, I often experiment with draping and repurposing used garments to create original, sculptural designs. This approach not only minimizes waste but also allows for unique, one-of-a-kind pieces that embody the essence of luxury.
I also enjoy working with natural, biodegradable materials. Sustainable fashion is about creating pieces that will be treasured for years to come. I focus on timeless designs with unique details that can be styled in multiple ways, ensuring longevity in both quality and style. This approach requires more effort and innovation, but that’s what makes it rewarding!
New York Art Life: You’re currently working with Sem Sem, a luxury evening wear brand. How has this experience contributed to your growth as a designer?
Onsirin Buranupakorn: My role as a Design & Branding Associate at Sem Sem has been incredibly enriching. Sem Sem is a luxury women swear brand known for its elegant evening wear and sophisticated ready-to-wear collections, blending Middle Eastern influences with contemporary Western aesthetics.
I’ve been involved in various aspects of the creative process, from conceptualizing photoshoots to styling garments and creating content for social media. This experience has sharpened my skills in visual storytelling and brand communication, which are crucial in today’s fashion landscape. Working with a luxury evening-wear brand has also deepened my understanding of the intricacies of creating garments for special occasions.
New York Art Life: Your work often incorporates sustainable practices, such as upcycling dead-stock fabrics and repurposing thrifted garments. As an expert in this field, how do you balance these ethical considerations with the demands of high-end fashion?
Onsirin Buranupakorn: For me, sustainability and luxury are not mutually exclusive – in fact, I believe true luxury should be sustainable. It’s about creativity and craftsmanship. When I work with dead-stock fabrics or repurpose thrifted garments, I see it as an exciting creative challenge. How can I transform these materials into something unexpectedly luxurious and desirable?
This approach allows for more unique, one-of-a-kind pieces, which is the essence of luxury. It’s not about mass production. I think it’s about creating something special and meaningful. Our clients appreciate knowing that their garment is not only beautiful but also has a story and a positive impact.
New York Art Life: Let’s talk about your fashion editorial. You’ve created a very distinct campaign called “Bangkok After Dark.” Can you walk us through the inspiration and vision behind each of these pioneering concepts?
Onsirin Buranupakorn: I’d be delighted to! That encapsulates the facets of ONSIRIN brand and my journey as a designer. “Bangkok After Dark” is a homage to my roots. Renowned for its stunning Buddhist temples and vibrant nightlife, Bangkok is a city that balances deeply rooted traditions with a global reputation for sex tourism. It’s about the duality of tradition and modernity that defines contemporary Thailand. In this collection, I was able to capture that essence-the harmony of the sacred and the sensual, the historic and the modern. I like representing a different aspect of ONSIRIN’s DNA – Thai heritage, commitment to sustainability, and our desire to challenge fashion norms as a visionary brand.
New York Art Life: Congratulations on being featured in L’Officiel Thailand’s 12th anniversary issue! The editorial focused on the future of fashion, sustainability, and the role of AI art in fashion. What does this feature mean for your brand?
Onsirin Buranupakorn: Thank you! Being selected for L’Officiel Thailand’s 12th-anniversary issue was truly an honor. This feature gave ONSIRIN the increased visibility that we wanted. The feature also positioned us as thought leaders in sustainable luxury fashion! It strengthens our brand’s commitment to being at the forefront of both style and sustainability as we move into the future of fashion. Why should we settle for fashion that’s not sustainable?
New York Art Life: As a designer who’s quickly gaining recognition as an expert and pioneer in sustainable luxury, what do you see as the future of fashion, particularly in the context of New York’s ever-evolving style landscape?
Onsirin Buranupakorn: The future of fashion, especially in New York, lies in the intersection of individuality, sustainability, and technology. New York has always been a melting pot of cultures and ideas, and I see that reflected in fashion through more diverse representations and cross-cultural inspirations.
Sustainability will continue to be crucial. I think we’ll see more designers and consumers prioritizing ethical production and innovative, eco-friendly materials. There’s also an exciting movement towards seasonless fashion and more fluid, gender-neutral designs.
Technology will play a bigger role, not just in production with things like 3D printing and 3D garment visualization software, but also in how we experience and consume fashion. Virtual and augmented reality fashion shows, digital clothing are areas I’m keeping a close eye on. But at the heart of it all, fashion will always be about self-expression and storytelling!
New York Art Life: Finally, what advice would you give to aspiring designers who are looking to make their mark in the competitive world of New York fashion and perhaps become pioneers like yourself?
Onsirin Buranupakorn: My advice would be to stay true to your unique vision while remaining open to learning and evolving. New York’s fashion scene is incredibly competitive, but it’s also full of opportunities for those who are passionate and persistent. Don’t be afraid to start small and grow organically! I began by upcycling thrifted garments and experimenting with different techniques. It’s okay to start where you are with what you have.
Also, I don’t believe in “overnight success.” I don’t expect to become one, either. Excellence takes time, and I’m happy to pay my dues and gradually foster my creativity and my skills as a fashion designer. I will become successful when I deserve to become successful. I think things like commercial success, industry recognition, and fame could come as the byproducts of one’s dedication and hard work, but they should not be what one chases after. They are not my end goals as an artist. The mastery of my craft is my end goal.
Lastly, sustainability is not just a trend! Consider how you can incorporate ethical practices into your work from the very beginning. This is how I think you can become a pioneer in your own right. And always, always keep pushing yourself creatively. In New York, there’s inspiration around every corner. Let the city’s energy fuel your creativity.
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