Thanaporn “Tammy” Amornkasemwong

Founder, Seire Collective

Industry : The Arts

For Thanaporn “Tammy” Amornkasemwong, craft is not something to be frozen in time. It is a living practice, shaped by place, people and continuing exchange. That conviction took form while she was studying at London’s Architectural Association School of Architecture, where her research explored materials, communities and traditional making practices.

It also laid the foundations for Seire Collective, the Bangkok-based fashion and lifestyle label she founded in 2020. Working with artisans across Thailand and India, Seire brings farmers, natural dyers, weavers, embroiderers and urban makers into long-term collaborations that place process and material knowledge at the centre of design.

Tammy’s architectural background lends her approach a distinctive rigour. Fieldwork, experimentation and close dialogue with makers shape each collection, allowing established techniques to find new expression in clothing and objects designed for contemporary life. Rather than simply preserving craft, she is interested in how it can evolve without losing the knowledge embedded within it.

That philosophy gives Seire a purpose extending beyond aesthetics. Working with artisan communities and drawing attention to the people and processes behind what we wear, Tammy encourages a more considered relationship with fashion. Her work connects generations of craftsmanship with contemporary design, giving tradition room not merely to survive, but to keep moving.