CLOTHING DESIGNER Pitchana Ekachai has set up shop in the ThaiThai zone at Central Chidlom for her Pitchana brand. And the daughter of public-relations specialist Snidpim Ekachai of Pimplus has achieved the sublime in simplicity with her debut collection, “The Upper East Side”.

Simple yet sophisticated, that is, and it’s an approach reflected in the store itself, where every detail accentuates the appeal of the items on offer.

Lavishly decorated with luxurious materials, metallic silver and mirrors, it has an inviting sofa in grey velvet and a plush grey carpet to match.

Pitchana strives to capture the spirit of the confident and talented woman who’s not afraid to show her sensual femininity. The summer line, “The Upper East Side”, takes its cues from ladies’ modern lifestyles in bubbly New York City.

Think “Sex and the City”, with its quartet of adorably chic stars, and you’re on the right track. Each of them had her own unique personality, but in their choices of clothing they always seemed to embody the essence of New York – that energetic, trendy megalopolis of dreams.

Pitchana designs for the modern, self-confident, stylish working woman, this season proffering, for example, a black, deep-plunging jumpsuit with French lace up top and crepe satin flares below. This is the cocky, forever-fashionable Carrie Bradshaw.

The sexy, independent and free-spirited Samantha Jones can be perceived in a spandex, V-neck, sleeveless tailored top with cut-out detailing at the waist and back, paired with a reflective, pleated pencil skirt.

Sweet Charlotte York, in her wardrobe of classic timelessness, is glimpsed in a strapless flared dress in white and nude-tone French lace. And a one-shoulder lace dress with a crepe satin pencil skirt and hoop details around the waist suggests the cool charm of clever working woman Miranda Hobbes.

Pitchana makes her mark with high-quality fabrics – fine silk satin, chiffon and French lace – and thoughtfully deployed cut-outs rendered with precision at the waistline or shoulder or in a daring front slit.

Immaculate cutting remains a mainstay in her craft, making suits unforgettable, this season updated with a wrap-around pattern and jettisoning the buttons. There’s even a touch of sensuality in another head-spinning cut-out around the waist and back.

Srikanya Sakdidej Bhanubandh was among the celebrities taking in the collection with admiring eyes recently. The brand truly understands a woman’s body, she said, with clothing that compliments every body type and fits perfectly without the need for alterations. She pointed out the French lace white dress, which she said was just the right length and with top-notch cutting techniques.

Pimpisa Chirathivat arrived in a white long-sleeve dress designed by Pitchana. The round-neck number featured see-through lace and a fabric belt with a metallic buckle, for an overall sweet but sexy feel. She felt the dress truly reflected her personality, which she described as innocent and alluring at the same time.

And Ploypayap Srikarnchana wore a monochrome strapless dress by Pitchana. She said she likes black-and-white clothes in shapes that hug her body. She liked this outfit’s sexy design and the classic beauty of black and white lace, which lent a modern and sophisticated look.