In 1985 Thai fashion designer Sirichai Daharanont, known as "Jom" to friends and clients, opened his first "Theatre" shop. It quickly became a favorite among trend-alert men and women for the unique style of Jom's clothes and accessories, a combination of subtly sexy elegance with ethnic accents and a strong sense of fun.
A natural talent for design had drawn Jom to art and fashion from an early age. While studying textiles in college he broadened his knowledge further by working as an apprentice at a couture house making hats, bracelets, necklaces and earrings - accessories to be worn by models in fashion shows. It was there that he also acquired the dressmaking skills that would become the basis for his activities in later years.
In December 2009 Theatre celebrated its 25th anniversary with a gala show that brought together dresses from the various collections that Jom has created over the years. Those who attended saw a procession of striking fashion concepts that began with his initial presentation, "Changing Faces", and culminating in his latest array of 25 outfits inspired by the Impressionist and Modernist schools of painting.