Italian designer Giorgio Armani has agreed to become the first advisor for the “Bangkok Fashion City” project, designed to turn Bangkok into one of the world’s top fashion centers. The 456 million dollar program launched by the Thailand’s government at the beginning of 2004 is aimed at revamping Thailand's reputation as a haven for cheap, pirated copies of designer goods.

Panlert Baiyok, manager of the government's "Bangkok Fashion City" initiative, told Reuters that “Armani responded to Thailand's invitation letter to be the first advisor for the Bangkok Fashion City project, and he agreed and said he was willing to lend support."

The designer agreed to train Thai fashion designers free of change. Six of the country’s most promising design students will go to Milan to take part in Armani workshops.