Style Files: Fearnne Anakkanong On Finding Her Path As A Fashion Entrepreneur

Fearnne Anakkanong is one half of the people behind HIDE., a popular multi-label store in Bangkok known for its roster of well-curated Thai fashion brands. Anakkanong started the business in 2019, and loves sharing her favourite pieces; styling them on herself and posting them on Instagram. She understands how each garment feels on the body and offers genuine recommendations to her customers, both online and in store. “Supporting local designers and contributing to Thai fashion as soft power is something I’m deeply proud of,” she says of HIDE’s purpose.

A former accountant and interpreter, the 40-year-old’s first memory of fashion were the outfits that her mother handmade when she was young. Later, the five years that she lived and worked in Japan taught her to appreciate quality, craftsmanship and thoughtful customer service. While she’s always seen in comfortable, lived-in ensembles, Anakkanong lists delicate well-designed lingerie as the most underrated piece. “Even if unseen, lingerie carries energy; it supports femininity, confidence and self-respect.”

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Tell us about yourself—your background and who you are now.

“When I was six, my family moved to a small seaside town called Hua Hin. Life there felt like a permanent weekend: school and home were just steps from the beach. I grew up swimming, eating fresh seafood, and being surrounded by tourists from all over the world, which made me naturally curious about different cultures. English was my favourite class, and my free time was spent swimming or singing karaoke at home.

In high school, I became deeply immersed in pop culture—listening to Britney Spears, M2M, and the Backstreet Boys—and started experimenting with fashion, wandering around Siam Square in low-waist flared jeans and baby tees. But everything shifted when I first heard Utada Hikaru’s “First Love”. That single song led me to study Japanese at university, receive a scholarship to Tokyo, and eventually work there for several years.

I began my career in Japan as an accountant, before returning to Thailand to work as a Japanese interpreter for various industries, including apparel manufacturing, energy, and later a fashion marketing agency. In 2019, my partner and I founded HIDE., a curated selected store focused exclusively on Thai designers. What began with 10 brands has grown into a carefully selected space representing over 40 brands today, supported by a close-knit team and customers from around the world.”

What is the best piece of advice/quote you live by?

“Always invest in yourself; listen to your intuition. Move with kindness.”

What was your first fashion memory?

“My mother used to make all my outfits for singing contests when I was a child. Once, she placed black lace gloves on my hands. Something shifted—I felt transformed. That moment changed how I saw myself as a girl.

My mother played a huge role in shaping who I am today. She entered me into singing contests, designed my dresses, and did my hair and makeup herself. Those moments—getting ready together—are some of my most intimate memories with her. I didn’t win the first year, but she never gave up. She trained me not only to sing, but to perform—to feel the music, move my body, and even build physical strength through cardio so I could perform with confidence. When I won at age 10, it was the first time I understood what it meant to be supported, to believe in myself, and to earn something through effort.”

What does fashion mean to you, and what does style mean to you?

“Fashion is a universal language, it is about creation. It begins with a feeling—something you’ve lived, seen, or remembered—and turns it into form. For me, it’s a way to translate life into something you can wear.

Fashion moves with time—sometimes fast, sometimes slow. Style moves with the person. It’s intimate, personal, and often closer to art than to trends. In my opinion, style is born from lived experience. It’s a form of art shaped by inspiration, memory, and personal evolution. 

Style communicates who you are without words—and today, it has the power to build communities and businesses, especially in an age shaped by social media.”

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You’ve worked and lived in Japan, and then back in Bangkok as well. Do you think that has shaped the way you view fashion and style? Has it evolved since?

“Living in Japan taught me to deeply appreciate quality, craftsmanship, and thoughtful customer service. The culture values fashion knowledge—magazines, independent stores, and highly curated spaces are everywhere. Even when I had limited means, I would visit local select shops just to observe visual merchandising, discover new designers, and learn from conversations with shop staff.

Those experiences stayed with me. The kindness, precision, and respect I felt as a customer became the foundation of my desire to work in the fashion industry—and later, to create HIDE.”

Tell us about your journey of HIDE. What are your dreams for HIDE?

“In 2019, my partner and I both left our jobs in fashion marketing. One day, I took a tuk-tuk around the Ari neighbourhood and discovered a small hidden space behind a residential house. It felt like a sign. We gathered our resources and opened HIDE.—a quiet, invitation-based store showcasing only Thai brands we personally loved and believed in.

The pandemic became our greatest challenge. With the store newly opened, we shifted to appointment-only shopping and focused on delivering an intimate, thoughtful experience. I learned everything—from styling, photography, and live-streaming, selling to branding and marketing—while my partner managed operations finances and brand relationships. It was incredibly difficult, but deeply formative. We learned how to truly value our customers and our community.

Today, HIDE. exists to offer more than clothing. We want people to feel happier, more confident, and more themselves when they step into our space.

My dream for HIDE. is to encourage more people to wear Thai brands, and to help elevate the standard of Thai fashion on a broader level. The store is meant to be a place for designers who dream of creating their own clothing, while also supporting customers—helping them feel seen, confident, and beautiful in every chapter of their lives.

Looking ahead, I hope to expand HIDE. through new branches or concept spaces so we can continue this contribution in a meaningful way. Because clothing is never just clothing—it’s experience, trust, and support.”

What is your favourite fashion decade?

“The 2000s—baby tees and low-waist flared denim are still staples in my wardrobe.”

What do you think is the most underrated accessory, and why?

“Fine lingerie. I pay close attention to fabric, fit, and design, always wearing matching sets. Satin and lace make me feel graceful and confident from within. Even if unseen, lingerie carries energy—it supports femininity, confidence, and self-respect.”

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Fearnne’s Five Wardrobe Must-haves

1. Lace lingerie

Lace-trimmed silk-satin soft-cup bra, about $541, Carine Gilson at Net-a-Porter

2. A basic tank top

Ribbed cotton-blend top, $24.90, Mango

3. Denim jeans

Levi’s® Women’s 318 Shaping Wide-Leg Jeans, $149.90, Levi’s

4. Loafers

Astaire loafer, $1,930, Bottega Veneta

5. A vintage watch

True Vintage: Alba Nyx watch, $245, Nakedglory Vintage

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