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A feature on Hathairat “Nan” Permpoon’s creative journey connecting Thai designers, artists and global fashion narratives.
It is undeniable that celebrities and fashion go hand in hand. Long after an award is won or a song tops the charts, what they wear continues to shape how the public sees them. Red carpets, concert stages and airport outfits become moments people remember, discuss and critique.
Every memorable look begins long before the cameras arrive. Behind the fittings and photographs is a stylist, someone who understands personality as much as clothing. Their role goes beyond putting together an outfit. It is about reading a person’s identity, understanding where they are in their career and translating that into something people instantly recognise.
The industry has its key names. Law Roach is inseparable from Zendaya’s fashion evolution. Mimi Cuttrell has shaped the wardrobes of Gigi Hadid and Ariana Grande. Jared Ellner is closely associated with Sabrina Carpenter’s recent style, while Samantha McMillen played a central role in Elle Fanning’s red carpet presence.
Thailand has its own names too. Hathairat “Nan” Permpoon, better known as Nanist, is one of them. Many of the looks worn by Thai celebrities, including Lalisa “Lisa” Manobal, that have reached international audiences begin with Nanist’s eye. Attention turns to the creative thinking behind some of those defining looks.
The Foundation of a Global Styling Eye
Although many know Nanist as the stylist behind some of Lisa’s most recognisable looks, this marks only one chapter of her career. I first met her during the launch of her Jaspal Edit collaboration. Years of experience behind the scenes took shape in a collection inspired by New York, Paris and Bangkok, the three cities that have shaped her career. Rather than chasing trends, the collection reflects the same ideas that define her styling today: versatility, individuality and clothing that adapts to the person wearing it. This led to a deeper interest in her story and her work, which shows a versatile and adaptable approach across different creative contexts.
Long before that collaboration, Nanist built her career from the ground up. She began as a magazine styling intern in Thailand before moving to New York City, where she spent 11 years across editorial, commercial and design work. From assisting on fashion shoots to overseeing design and creative production, she developed an eye and instinct that later shaped some of Thailand’s most recognisable celebrity looks.
That foundation led to a defining turning point in 2023. Ahead of BLACKPINK’s performance at Coachella, she received a request from Lisa’s team to design an outfit for her solo appearance. The aim was to create a moment that felt unique and stood out on a global stage.
What began at Coachella developed into an ongoing creative partnership. Since then, she has worked with Lisa across performances, campaigns and public appearances and created many of the looks that form her presence as a solo artist.
Translating Culture Through Style
Nanist says that the most important part of styling lies in understanding the person she dresses. It begins with communication rather than direction. It becomes an exchange of ideas. She studies how the artist thinks and what they feel comfortable in since this shapes every decision. With Lisa, the process feels natural as her career moves across different roles, from artist to performer, fashion icon and actress. An open mindset and willingness to explore different directions also allow her to focus on individuality rather than change.
Some of the most meaningful moments in their work together come through collaborations with Thai designers.
One example came during the BLACKPINK Deadline World Tour Bangkok stop at Rajamangala National Stadium. Lisa wore a Muay Thai inspired look with “Lalisa” embroidered on the trousers and “Manobal” on the robe. The design reflected personal identity and Thai cultural reference. It was created with IWANNABANGKOK.
Another example with the same brand came through a project linked to anticipation around the 2026 FIFA World Cup. The look reinterpreted Nike Mercurial Vapor 17 cleats and transformed them into a dress made with lightweight Atomknit material. The design connected sport performance with fashion design.
Ultimately, Nanist’s work extends beyond creating looks. It functions as a translator between artist and designer. It takes emotion, identity and cultural reference and turns it into visual form. Her experience in New York strengthens her ability to move between different worlds and understand both sides.
Her work with Lisa expands her design language into a more versatile direction. Alongside that, her collaborations with the Tourism Authority of Thailand and designers including Sarran Youkongdee and Sawin and Vassana Saima, our 2025 Future Lister honourees, highlight her commitment to Thai creativity. These moments reflect a consistent thread in her work. The focus remains on impact and on bringing Thai designers and cultural identity onto a global stage through music and performance.
I once spoke with Saran about his experience working with Nanist. He shared:
“It was fun. She let me work with my own creativity and explore freely. What she told me was that she truly wanted something rooted in Thai identity, modern gold jewellery and simple Thai floral elements. By coincidence, I already had these materials prepared for my own collection.”
A Broader Creative Practice
Her work extends beyond Lisa. Nanist has also worked closely with Krit “PP” Amnuaydechkorn on concert looks, events and shoots. PP, who frequently works with international brands including Balenciaga, Cartier and Mugler, has his identity translated through Nanist’s styling. This helps him express a version of himself that feels polished and authentic on stage. Many of his concert looks gain strong attention online and spark wide discussion.
Her work also extends into international brand collaborations that connect Thai talent with a global fashion language. With Sirilak “Lingling” Kwong’s Calvin Klein Spring 2026 campaign, the approach differs from her work with Lisa while the intention remains consistent.
Across music, performance and campaigns, Nanist’s practice operates where culture, identity and global fashion language meet. Each project works as a form of translation. The focus remains on the individual and the story behind them. Her work carries a clear thread: Thai creativity moves through global spaces while staying connected to home.
