“Charles & Keith Expands to Bhutan with Local Influencer”
Renowned Singaporean fashion brand Charles & Keith has made its highly anticipated entry into Bhutan, partnering with prominent local social media influencer to unveil its first brand activation in the Himalayan kingdom. The move marks a significant step in the brand’s South Asian expansion strategy, with Bhutan emerging as a new market for international lifestyle and fashion brands.
The debut event was held at Zhiwaling Ascent Thimphu, where Charles & Keith hosted a pop-up boutique and live styling session. The event showcased the brand’s latest Autumn/Winter collection, featuring their iconic handbags, statement footwear, and modern accessories all thoughtfully integrated with Bhutanese visual elements. Guests at the launch included fashion bloggers and rising content creators, highlighting a growing intersection of fashion.
The brand’s partnership with influencer, and fashion enthusiast with over 5000 plus followers on Instagram, played a central role in the campaign’s visibility and cultural resonance , known for blending traditional Bhutanese fashion with modern aesthetics, was tapped to lead the brand’s social media rollout and appear in promotional materials tailored for Bhutanese consumers.
Charles & Keith’s entrance into Bhutan reflects a broader trend: the increasing presence of global fashion brands in smaller, previously untapped markets. With rising internet access, a young population, and a growing middle class, Bhutan is becoming an emerging destination for fashion and lifestyle investments.
According to retail analysts in the region, Bhutan’s consumers especially in urban centers like Thimphu and Paro are showing increased interest in fashion-forward, high-quality products that balance global trends with local sensibilities.
A spokesperson for Charles & Keith told reporters, “We are excited to bring our brand to Bhutan, and we’re doing so in a way that prioritizes local partnership, creativity, and authenticity.
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