WACHANA “MAY” CHAROENSOMSAMAI
Owner and Creative Art Director, Chato Studio
For more than five years now, savvy followers of the Thai fashion industry have known of the bag brand Chato Studio. Behind this unique line is celebrity fashionista and new-generation Thai designer Wachana “May” Charoensomsamai, who is both the company’s owner and Creative Art Director.
The venture all started with the idea May had of wanting to help extend her family’s sewing business. Gradually, with unique designs and opportunities presented from online sales that met the needs of the digital market, Chato Studio turned out to be not just a fashion brand, but a brand that inserts itself into every rhythm of a woman’s life, all with the same passion as its effortlessly chic owner.
“I have a passion for fashion and travel, both of which have been inspirations for the Chato Studio brand. It started with a bag, and that clearly comes from my passion for travelling. I originally came up with a simple concept, as I wanted it to be a practical bag – lightweight but chic and modern and composed from materials that were distinct, in order to give the brand its unique character. Then we gradually extended into other products, such as hats, glasses, belts, shoes and jewellery.”
And although the brand has been a hit amongst fashionistas, the savvy brand owner herself does not consider it as being “successful”, at least according to her own definition of that word.
“Success for me is contentment,” she explains. “If we feel satisfied within ourselves, that is enough, and then we don’t have to look for anything or create anything else. But today I still feel like doing other things, as I still feel the passion to create something new for the brand. Most importantly, I still have new goals. I perceive that I have not succeeded fully, and still have to move forward towards my new goals.”
May uses positive energy and inspiration from her travel experiences as forces to drive business and come up with cool creations for customers in each of her collections. “I never think that I have to compete with anyone, or how I have to be successful. On the contrary, I think to have a life worth living is to balance yourself between work and personal matters. I don’t want there to come to a day when I might die tomorrow and it’s like... ‘Hey! I’ve been so busy working I haven’t done that yet or I haven’t done this yet’. That’s why I fulfill all aspects of life at the same time.
“Sometimes when using the word ‘success’, it seems as if it’s coming slower than it has for others, but for me it doesn’t feel slow because I know every step I’ve taken. I’m happy even though it might be a little slow [in the making], but I have also managed to spend time with family, have spent time to travel, and have created sweet memories with my boyfriend. So, I’ve not been just focused on one aspect of life while forgetting the other aspects. I focus on the balance.”
According to this creative talent, working from the foundation of passion has definitely made her happy. “For those who want to start doing something that is derived from passion, you have to find your own identity first. What is it that you like to do, and what is it that you can do well? What strength do you have that no one can replace? Because when you truly know yourself, it will make you be yourself, and then you’re able to do business in a way that no one can imitate. In addition, passion also helps us as we enjoy our work. For me it has the power to help me create new collections, and to create something different from everyone else, in my own unique way.”
This passion is just one of the reasons why Chato Studio is such a strong, stand-out brand. “I think it’s the culture and personality that we’ve built that makes our customers feel connected to the brand. It’s clear what kind of style Chato Studio represents. Our brand is not focusing on mass market, but instead on ‘affordable luxury’ – a brand that looks luxurious but is also affordable.
“For me it’s not just about letting everyone know about us, but to also continue to keep us relevant amongst those who already know us. If you’ve carried one of our bags you can feel that the quality is good, and it’s stylish, but it also must be eye-catching. If you carry it and someone asks, ‘What brand is this bag?’, that’s amazing. But it’s more of a challenge to accomplish this kind of thing,” she remarks.
Looking ahead, May aspires to expand Chato Studio abroad. “I want more people to know about our brand, which continues to be a niche product. It’s a good sign as we are starting to have many foreign customers reaching out to us who are interested in selling more of our products.”
She also admits plans are underway to change the logo to modernise the brand. “Chato Studio may have a different look in the next two years. If we are going to reach the global market, we have to adjust it to look more modern and avant-garde.”
For those who want to start doing something that is derived from passion, you have to find your own identity first. What is it that you like to do, and what is it that you can do well? What strength do you have that no one can replace?