A new monogram, an NYC campaign shoot, and plans on expanding abroad—Jaspal is levelling up

Thailand’s pioneering ready-to-wear fashion house recently raised a glass to their 50th jubilee. Over the years, Jaspal has become not only a beloved homegrown brand, it has also expanded beyond the local horizon—working with international supermodels, global luxury designers, and licensing companies. Their celebratory “Time Flies” campaign leans on a sprightly and sophisticated character, introducing the 3D J monogram print and eye-catching colorways splashed across a range of outfits and accessories for your day-to-night outings.

Vilasinee Singhsachathet, Jaspal’s Brand Director

Taking stock of the international recognition, Jaspal has major plans in store. We spoke to Jaspal’s brand director, Vilasinee Singhsachathet, about Jaspal’s next steps and how the empire came to be.

Could you tell us a brief history of Jaspal?

Vilasinee: In 1972, Jaspal was established by my grandfather’s generation. They were immigrants from India who wanted to find business opportunities in Thailand. Initially, the brand was an import business, bringing in products like textiles and accessories.‘Jaspal’ is actually named after my grandfather. 

Then my father’s generation turned it into a ready-to-wear fashion brand and opened up the first store at Siam Centre. From that day onwards, we slowly grew until we become the brand you see today. We never stop progressing forwards and we try to improve with each and every collection.

Jaspal Store at ICONSIAM

What’s the DNA of Jaspal?

Vilasinee: Jaspal is a leading contemporary fashion brand for ladies and gentlemen who has a sense of modernity and chicness yet remains fun and in-style. Our brand’s main focus is quality and customer’s service. From the get-go, we paid attention to the types of imported fabrics, designs, down to the tailoring process. This makes Jaspal’s clothing quite affordable and long-lasting.

How did Jaspal develop a global image over the years?

Vilasinee: When I came back after my master’s degree abroad, we began to work with celebrities and supermodels such as Kate Moss, Gisele, and Milla Jovovich. In the 80s, we’ve also worked with Linda Evangelista, Claudia Schiffer, Cindy Crawford. We took a break for a while before picking it up again during the 00s.

Jaspal is a Thai brand but due to globalisation, we have a lot of international clientele that visit Thailand, specifically to shop our products. We became a tourist destination, making our brand appear international.

Now, we start doing capsule collections in collaborations with famous designers such as Karl Lagerfeld, DVF, Laura Keely. Additionally, we joined hands with graffiti designer Andre and illustrator Magan Hess. While working with licensing companies such as Smiley, Coca-Cola, Disney, Garfield, and FIFA World Cup.

Jaspal 50th Anniversary Campaign

Tell us more about the 50th anniversary collection.

Vilasinee: This collection celebrates our 50th year milestone and launches us into the future. We created the 3D J monogram to symbolise Jaspal’s past, present and future, using it as the main print for the collection. We cater to various lifestyles from business to casual look, smart-casual, street wear, mix and match, day to night. We also provide accessories from bags, hats, shoes to clothing for pets.

Let us in on the campaign’s video production which was shot in NYC.

Vilasinee: Our collection is under the theme ‘Time Flies’. The fast paced nature of time; how quickly the world changes in fifty years. It is a milestone for Jaspal to move forward. We shot the collection at John F. Kennedy International Airport because it’s an iconic architecture that translates to travelling and passing time. It’s something that represents New York just like how Jaspal is an iconic brand for Thailand.

The models we chose are diverse because we want to showcase more inclusivity as the brand moves forward. No matter what lifestyle or nationality you have, you can be a Jaspal customer.

Jaspal 50th Anniversary

What can we expect from the future of Jaspal?

Vilasinee: Because we have a global mindset from the start, we want Jaspal to be a tourist destination in Thailand. Currently, we have over 50 branches in Thailand, and we’re ready to expand the business to Cambodia as our first flagship store overseas. We will start from ASEAN countries first, taking time to scout the right location and pay attention to the backend resources.

Jaspal Event

Any advice for fashion brands looking to go international?

Vilasinee: I think whatever you do, you should do it with love. Put in time and effort. Also having a strong team that works together harmoniously is really important as well.