One of Thailand's biggest fast fashion retailers, the Jaspal group's CPS Chaps, has turned to one of the Kardashian clan to be the face of its new collection.

CPS' spring/summer collection is fronted by Kendall Jenner, one of the sisters in the popular Keeping Up With The Kardashians reality TV series.

Jenner, who wasn't present at today's unveiling at Siam Center (see below), is one of the highest-paid models in the world.

The new collection, under the concept "Your Everyday Runway," marks a big departure from the 35-year-old brand, which has previously aligned itself with Thai rockers like Toon Bodyslam and Jeng Bigass and supermodels like Mai Davika and Bee Namthip. 

The runway-inspired pieces (see slideshow above) blur the line between masculinity and femininity by incorporating both lace and denim, with a touch of 1970s floral patterns and flares, in items that can worn both day and night. 

Available from today at Siam Center (Jan 13), where you can also check out the brand's photo shoot with Jenner, before becoming available at other stores nationwide tomorrow (Jan 14).

Today's queues outside CPS Chaps Siam Center

Today's fashion show