The Handsome, a fashion-focused company, made a bold first move into Southeast Asia with a runway show in Thailand, using the event as a springboard to expand its global business beyond Europe.
On the 7th, The Handsome staged a System and System Homme runway show at the M Choice & Mint Awards 2025 in Bangkok. It was the brand’s first fashion show held in Southeast Asia rather than Korea or Europe.
At the event, The Handsome showcased roughly 100 standout pieces from the System and System Homme 2025 F/W and 2026 S/S collections that had debuted at Paris Fashion Week in January and June.
Since Bangkok remains warm year-round but offers plenty of air-conditioned indoor venues like shopping malls, the brand highlighted short-sleeve tees and other S/S items while positioning lightweight spring and fall outerwear as key pieces—anticipating interest in F/W offerings as well.
Industry sources say the Bangkok show was arranged after Thai fashion and retail executives who attended The Handsome’s standalone presentation for the 26SS collections at Paris Fashion Week in June requested a local event. The Handsome plans to use Thailand as a foothold to accelerate expansion into Southeast Asian markets.
Southeast Asia, including Thailand, has a combined population of about 700 million—roughly one-twelfth of the world’s total. The region is home to roughly one million high-net-worth individuals (those with assets over $1 million), and that number is expected to grow to about 1.4 million by 2027.
Additionally, with more travelers from Korea heading to Northeast Asia, North America and Europe during the winter, demand has surged for heavy fall/winter outerwear—think puffer coats and other insulated styles.
Photo: The Handsome
