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BANGKOK, THAILAND - JUNE 12: People stand next to the entrance to the Versace store at the Icon Siam shopping mall on June 12, 2024 in Bangkok, Thailand. Versace is a prestigious Italian luxury fashion brand. Luxury brands are experiencing unprecedented growth in Southeast Asia, driven by a surge in demand from a young, affluent, and digitally savvy consumer base as the region moves steadily towards middle-income status. From high-end fashion boutiques to exclusive jewelry stores, international brands such as LVMH, Chanel, and Hermes are expanding their physical presence in major cities like Bangkok, Kuala Lumpur, and Ho Chi Minh City, capitalizing on the region's booming economy and increasing disposable income. As a result, Southeast Asia has emerged as a key market for luxury brands, with sales projected to reach $18.77 billion by 2028, up from $14.38 billion in 2022. (Footage by Lauren DeCicca/Getty Images)