Din Darathtey, 21, a fourth-year student at Pannasastra University

“Honestly speaking, buying brands is expensive, and those brands are not so different from any other normal product. I don’t have a certain fashion style, it just depends on the occasion. People do not have to buy expensive products because they want to look cool. All I do is get organised and wear whatever is I feel like wearing for whatever the occasion is. I am not a fan of following Korean fashion; I just create my own style according to what I like.”

Kao Sokheng, 19, student at Technical School for Medical Care

“I don’t think there is any difference between a branded product and a simple product. I can afford more clothes when I buy simple products. I don’t even know what youths find fashionable and popular these days, because I’m only a student and can’t afford expensive brands - which I think are useless anyway. I like to make my style look simple especially with clothes that fit me. And, I like to imitate Khmer stars and create my own styles.”

Lay Sovathdy,18, a grade-twelve student at Santhormok High School

“I like dressing in a fashionable way by wearing shorts with a long shirt, which I think makes me attractive. I do not have to buy luxurious branded products to make myself attractive. Some people tend to use big brands that are expensive, but they do not seem to fit right or look good. I think that ordinary products can make us look gorgeous as long as people choose the right style that fits them. I like to follow Korean style for my make-up, and for my clothes, I am interested in Thai fashion.”

Meng Kimsreng, 19, a first-year student at Institute of Foreign Languages

“I like to use brand products because a brand name can be a sign of good quality, and it is well-known. I think that brand products can make us look cool. I can usually afford the price of brand-name clothes. At the moment I’m into Lion brand, which sells shoes and clothes. On average I spend about $25 on shoes. In short, it’s not only good quality but also suitable price.”

Nut Munyka, 23, a third-year student at Vanda Institute of Accounting

“I like to wear simple clothes that are not so revealing. It’s not important for me to use products that have brand names. When I go shopping, I rarely care about the brand name. I always think carefully about the quality and the price of the clothes I buy. Overall, my style is simple. I think it makes me more fashionable when I just wear a t-shirt and jeans. Brand-name products are not my favourite at all. So I like only simple styles.”