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JAOKA JAOKHA is a London based designer. Rooted in a deep belief in storytelling through her designs, Jaokha’s design philosophy is an intimate, emotional journey revolves around a sentimental approach that celebrates femininity, cultural identity, and the profound connection between human emotion and skin. Drawing from her heritage in Bangkok and her evolving perspective in London, Jaokha’s work is a tapestry of emotions and thoughts, weaves together craftsmanship, cultural narratives, and modern subversion.

In addition to her work as a designer, Jaokha is also a tattoo artist. Tattoos, for her, are more than body art; they are vessels of memory and emotion. It changes her perspective of how she feels about life. She would sit and tattoos and exchanges her thoughts with her clients and that’s when she comes to see real meaning of tattooing as a shared ritual of storytelling. This practice has inspired her to integrate tattoo techniques into her garments, imbuing them with the same narrative power and sentimental value.

Jaoka Jaokha explores the dichotomy between the conventional and the unconventional. Her collections fuse artisanal, one-of-a-kind pieces with ready-to-wear designs, often incorporating unconventional materials that echo the texture and intimacy of human skin. This approach transcends literal interpretations, aiming instead to cultivate a fashion language that is emotionally resonant and ethically grounded.

Jaokha’s positions her designs at the intersection of commercial viability and high art, envisioning a future where fashion is both artistically expressive and socially responsible. The brand celebrates femininity, cultural diversity, and the power of storytelling—subverting traditional norms to foster a deeper emotional connection between the wearer and the garment. Her work is a medium of expression and a tribute to the complexity of human emotions and cultural narratives. The brand seeks to leave a lasting mark on the industry, one that is more conscious, inclusive, and profoundly human through garments that are not just worn but deeply felt.

CONTACT For any Inquiries please send an email to info@jaokajaokha.com

Instagram @jaokajaokha

Glamcult

Creative direction + Styling @cath.rst Photography @lauradester Hair @gaia_maua MUA @kanako_makeup Model @saskiahast Set Design @rachel_ifediora Styling Assistant @moeka_ysd Photography Assistant@laura.gaggero Nails @leftbyaliens

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