27Friday's new collection hits shops Friday the 27th

27Friday’s latest collection debuted at Elle Fashion Week in October. Note the Issarn-inspired tunes.

In what is surely not a happy coincidence, famed Thai clothing brand 27Friday started selling its new spring/summer 2010 collection on Friday, November 27.

The pieces are strongly influenced by traditional northeastern culture -- referred to here as Issarn -- which is why we love them. They fly in the face of the traditional Bangkok disdain for anything considered “baan nok” (country).

"Titled ‘She Has Been Waiting….’ after a famous Thai luktung song, the collection embraces, modernizes and reinterprets northeastern motifs from folk designs -- the devil-may-care attitude and the diverse colour palette -- onto the brand’s characteristic sharp cutting and crafts details,” says fashion blog Thaicatwalk.com, which has photos of the entire collection.

The fashions are now available at 27Friday’s flagship boutique on the 3rd floor of Siam Centre (BTS: Siam).

For a look at other popular Thai fashion designers, check out our 5 top Bangkok fashion brands article.