PROUD, a developer of luxury residences, announces a collaboration with VVON SUGUNNASIL, a Thai luxury fashion brand known for its Modern Tailoring style, which excels in bespoke tailoring that perfectly blends craftsmanship and contemporary design. They have unveiled a "new uniform" under the concept "ALL IS WELL for a sustainable life," aiming to serve as a medium between the brand and customers, conveying an image of professionalism, luxury, and reliability while also being warm and friendly. This reflects the company's philosophy that pays attention to every detail, emphasizing that both brands share a common vision to create works that genuinely reflect the identity of the wearer.

Ms. Prawpud Lipatpallap, Executive Director of Proud Real Estate Public Company Limited (PROUD), as a developer of luxury residences and the latest project, The Residences at InterContinental Phuket Resort, stated, "Sales staff are the first experience customers will encounter, so we want the uniforms to reflect an image of professionalism, elegance, and reliability while also being friendly to foster a positive feeling between the brand and customers. This new uniform also serves as one of the touchpoints of the Brand Philosophy 'ALL IS WELL for a sustainable life,' particularly the Well-Crafted Design element, which is a core component in PROUD's project development that pays attention to design details, practical use, and instilling confidence in the wearer."

Prawpud Lipatpallap (left) and Tattaworn Sugunnasil (right) Image credit: The Standard Life

For the design, PROUD collaborated with VVON SUGUNNASIL, a Thai Modern Tailoring brand renowned for its cutting and craftsmanship. Wor-Tattaworn Sugunnasil, the founder and designer of VVON SUGUNNASIL, mentioned that the challenge was to convey the identity of the PROUD brand into the uniform in every dimension, including aesthetics, luxury Well-Crafted Design, and Well-Being, while also addressing the daily life and activities of the sales staff. He views the uniform not merely as attire but as a crucial element that enhances personality, confidence, and pride of the employees.

The new uniform has been meticulously designed to embody contemporary beauty in every aspect, starting from the selection of lightweight, breathable fabrics that maintain durability, suitable for use in both urban and vacation projects. This extends to the choice of colors that are calm and trustworthy yet imbued with warmth and approachability, creating a friendly and trustworthy atmosphere. In terms of tailoring, the importance of employee mobility is prioritized, alongside seamlessly integrated functional features, such as pockets that meet practical needs without disrupting the overall appearance of the outfit. All of this is achieved through personalized fitting processes, ensuring that each uniform is akin to clothing designed specifically for the identity of the wearer. "The beauty of the uniform does not end with the fabric but occurs when the wearer feels good and confident, as that feeling will be reflected in the experience customers can immediately perceive," Wor-Tattaworn emphasized, reiterating that this is the essence of good uniform design.

This collaboration reflects the shared vision of both brands that prioritize every detail and believe that uniform design not only creates a beautiful image but also fosters positive energy among employees and genuinely conveys an impressive experience to customers. For more details about the inspiration and design details of this collection, read the article VVON SUGUNNASIL × Proud Real Estate: When the concept of ALL IS WELL is truly wearable