Thai designer Pannasa Dusdeesurapoj is the creative force behind IRADA, a contemporary womenswear brand recognised for its refined silhouettes, architectural tailoring, and elevated approach to modern femininity. Established in Thailand and developed into a recognised premium fashion brand, IRADA has grown from an independent online fashion label into an internationally recognised designer brand with a strong presence in the regional fashion industry.
 
Known for its distinctive balance between structure and softness, IRADA explores fashion through carefully considered construction, innovative textiles, and modern silhouettes designed for confident women. The brand’s aesthetic is rooted in effortless sophistication, combining contemporary elegance with wearable luxury and precise craftsmanship.
 
Under the creative direction of Pannasa Dusdeesurapoj, IRADA has become recognised for its strong visual identity and attention to detail, particularly through its signature approach to tailoring, fabric development, and feminine form. The brand has also gained recognition within Thailand’s fashion landscape through its participation in international showcases and fashion initiatives, reinforcing its growing influence within the global fashion conversation.
 
Designed for women who value individuality, confidence, and refined expression, IRADA continues to shape a contemporary fashion language that feels modern, versatile, and internationally relevant. Through a commitment to craftsmanship and evolving design, the brand represents a new generation of Thai fashion brands, bringing regional creativity to an international audience. 
 

Presented at Emirates Fashion Week, the Spring/Summer 2026 collection by IRADA introduces a refined interpretation of contemporary femininity through fluid silhouettes, elegant tailoring, and modern statement dressing. The collection explores the relationship between softness and structure, featuring sculpted forms, flowing movement, and carefully layered textures that reflect the brand’s signature aesthetic. Contemporary eveningwear, elevated separates, and architectural detailing define the visual direction of the season, while luxurious fabrics and precise construction reinforce the collection’s sophisticated identity. For SS26, IRADA presents designs created for the modern woman, confident, expressive, and effortlessly elegant. Through this runway showcase, Pannasa Dusdeesurapoj continues to strengthen the brand’s international presence while contributing to the evolving luxury fashion industry emerging from Thailand and Southeast Asia.