As the new collection from her ever-popular Milin label hits stores this month, one of Thailand’s hottest designers, Milin “Mimi” Yuvacharuskul, 30, chats with BK about building her brand, eradicating fakes and how social media shapes people’s fashion identity.

Studying a summer arts course at Central Saint Martins College of Art and Design opened me up to the world of fashion. I was lucky to realize what I loved when I was in the 11th grade.

Take your opportunities. I wasn’t the best student but I believe I was more diligent than most Western kids. My English couldn’t compare, but I put all my effort into creating a portfolio which landed me the chance to study fashion print design at Saint Martins.

Studying abroad doesn’t mean you’re better than anyone else, but it does help you explore the world at large. There’s so much to be learned and it also teaches you to be tougher as you have to be on your own.

If you start building a brand, you won’t have time for yourself. Or so I was told when I graduated. So I decided to come back and work as a fashion writer at Sudsupda Magazine. I really enjoyed that job.

If you don’t constantly use your skills, they will disappear. I found that I wasn’t able to design or be as creative as I was when studying. So I packed my bags to go learn more about marketing as an intern with [designer] Jill Stuart, who I still admire greatly today. It’s incredible how she made her New York-based brand so popular in Japan. So cool!

Affronts always add fire to my desire. They push me to prove myself.

My acquaintances warned me I shouldn’t start a fashion brand as the economy was so bad. They said I should just help out with my family businesses. But I told my family that I had already planned out what I wanted to do.

I didn’t know anything about running a fashion house four years ago. I didn’t even know how to make barcodes! Luckily I had great support from my friends in the fashion industry who were always there to help me.

An artist must be unique, but not a businessperson. If you make the most fabulous clothes but they don’t sell, that’s a failure. I try to balance the art and business sides of me.

Studying fashion is so trendy now. I’m happy that a new generation wants to learn more about it, but as I occasionally lecture at universities, I find that many of them just study fashion because they want to follow the trends.

It’s true that rich kids have the money to launch fashion labels, but, honestly, money only goes so far. If you don’t really concentrate on your branding or people don’t like your designs, you won’t last long.

Taking care of your colleagues is just as important as marketing. It’s hard to make everyone see the same picture and love the brand as you do, but I see the people who work with me as my family members, and that’s why they stick by me.

I get excited every time a new collection of mine hits stores. It’s proof of all my efforts, whether customers like my clothes or not. It’s hard to believe I have put out nearly 10 collections already.

The government and law enforcers must be decisive in cracking down on fake products. It really upsets me that I have to spend my own money to hire a special team to track down vendors who sell counterfeit versions of my products. It’s a real headache.

Cocktails are the inspiration for my new collection, Lady to Drink. There’s no right or wrong in mixing cocktails. I love drinking vodka cranberry, which suggests that despite appearances I’m not such a sweet girl. When you look at a cocktail, it might look sweet, but hidden away are other flavors.

I’m proud when I see women inspired by my clothes. My customers are all so pretty, from teenagers to young moms who love to dress up. They often surprise me with the fabulous ways they mix and match my clothes that I don’t even think of.

Social media empowers Thai girls to express their sense of fashion. They can share their own dynamic identity with anybody in the world. Some people used to question why Thai girls all dressed the same—not anym ore.

I enjoy surfing on waves of change. I get bored with things easily and always love to explore new things.

Apart from being a designer, I’m a real shopper as well. I can’t wear my own clothes all the time. As I live with them all year long, there must come a point where I get fed up.

Being alone is freedom. I really loved living in New York. I could go anywhere, do anything and didn’t have to stress about have too many responsibilities. I know it’s hard right now but I plan to go back to New York soon, to rekindle some of those feelings.

I want to expand my creative space. My studio today is pretty small and it crushes many of my ideas. It would be nice to have access to a big studio like I used to have at Saint Martins.

Dressing up always makes you feel good. You may not be able to change the world, but you can make yourself feel better by dressing up. Just remember to stick to your budget.

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