Yada Koonprasert

Third-generation owner, Punnee Lingerie

Industry : Business

Yada Koonprasert has inherited a business built not around standard sizes, but individual bodies. As the third-generation owner of Punnee Lingerie, she is now responsible for carrying forward a highly personal form of craftsmanship shaped over nearly seven decades.

Her grandmother, Pannee Koonprasert, founded the company in Chachoengsao in 1957. After the business moved to Bangkok, its shop on Pradiphat Road became a destination for customers seeking the precision, individual attention and reassuring familiarity of made-to-measure service. Behind every garment lies knowledge accumulated through years of understanding how fit must respond to the wearer – not the other way around.

Yada’s role occupies the delicate territory between preservation and progression. She belongs to a generation with different expectations of fashion, retail and brand identity, yet she understands that modernisation need not mean erasing what came before. Her task is to keep Punnee Lingerie’s intimate knowledge of fit and craftsmanship relevant to contemporary customers while protecting the qualities that made the family name trusted in the first place.

This is stewardship expressed through continuity rather than reinvention for its own sake. By respecting the expertise passed from her grandmother through successive generations, Yada is ensuring that a specialist craft retains both purpose and personality. Punnee Lingerie’s next chapter may answer to a changing market, but under her direction, its central promise remains resolutely personal: clothes should be shaped for people, never people for clothes.