Beauty in Simplicity

Classy. Comfy. Luxurious. Effortless. These are just some of the words customers use to describe the sheer beauty and versatility of the Coco de Chom brand, created and founded by the mother-daughter duo Chomtale and Hathai Chitsakul. My first introduction to the brand occurred very recently at Hook’d Magazine’s annual spring fashion show, Haus of Hook’d. As I watched the models walk down the runway sporting Coco de Chom’s latest spring collection, I could not help but admire the pure simplicity of the brand’s designs. 

In current fashion culture, it often seems that most brands have moved forward in their creative identity and made the phrase “bigger is better,” their leading motto. While the styles and designs that are the product of this ideology do very well in captivating audiences' attention, they are often lacking in the realms of practicality and inclusiveness. However, with Coco de Chom, I could clearly see the love and care that went into mindfully creating clothing that can be worn more than once, in several ways, and by virtually everyone. 

On Wednesday, April 17th, I had the pleasure of speaking with Chomtale in a one-on-one interview to learn more about the history of her and her mother’s brand and about her experience with the recent fashion show. Surprisingly enough, Chomtale and Hathai started their brand during the crux of COVID-19 simply as a means of giving hope, joy, and inspiration to a world debilitated by isolation, desperation, and despair, especially for families within their home country of Thailand. Their brand gave a viable workforce for more than 100 local artisans in Thailand, allowing them to provide for themselves and their families. In speaking about the unexpected growth of Coco de Chom, Chomtale remarked, “At first, it was just like some project; it's not like a real business….[but] a month later, the number of sales made us believe that this could be a real business.” 

What started as a small project expanded into a whole fashion brand based on the simple premise of providing support to a community in need. This theme of simplicity is carried throughout Coco de Chom's designs and overall business practices. After speaking with Chomtale about the main inspiration for the boho-chic elements of Coco de Chom’s clothing lines, she noted how the beautiful beaches of Thailand and the elements of nature associated with the beach set the foundation for the brand’s trademark tropical bohemian style. These elements were especially evident in the brand’s newest clothing line showcased at the fashion show. From vibrant maxi dresses to tastefully floral kaftans with even a raffia straw hat thrown in the mix, I could see for myself the brand’s homely tropical vision brought to life. 

One of the first things I thought of as I watched the models walk across the runway that day was that Coco de Chom reminded me a bit about home. For a bit of background, my family comes from the tropical country of Panama. When I was little, my family and I would travel there every year to visit family and friends, but once COVID-19 hit, it was not safe to travel there anymore. We have not gone back since, but I often think back to those summer days in Panama and how simple things felt back then, with nothing to worry about but the eventual sunburn we were going to get from spending so long on the beach. This recent clothing line from Coco de Chom reminds me of the natural beauty of Panama and the people who make it so special. 

After speaking more with Chomtale about Coco de Chom's business model, I found that sustainability is an essential part of the Coco de Chom brand, with it being the highest priority in the creation and distribution of the brand’s apparel and accessories. Through Coco de Chom, Chomtale and Hathai promote a lifestyle surrounding the idea of sustainable consumerism by encouraging their consumers to get creative with the versatility of their apparel and accessories. In remarking on this, Chomtale said, “...one dress you can wear like four times, in four different ways,” describing the slow fashion principle of the brand’s business model. Additionally, a portion of the proceeds from the online store goes towards funding the Children’s Village School in Thailand, helping to build a better quality of life for children in need within the Thai community. Coco de Chom’s focus on sustainability and civil service, in addition to providing elegant and high-quality boho-chic apparel, only adds to the beauty of the brand’s small beginning and where it has expanded to now in the current year.