BANGKOK — Thailand’s Ministry of Culture is bringing together leading designers, fashion houses and textile businesses to promote traditional Thai national dress as both a cultural heritage and a driver of the country’s creative economy.
Culture Minister Sabida Thaiseth met with prominent Thai designers and fashion houses on Sunday to discuss ways to promote Chud Thai Phra Ratchaniyom, or royal Thai dress, and the royal-style shirt for men while preserving their traditional identity.
The ministry said correctly designed and tailored Thai dress can create demand for locally produced textiles, including silk, cotton, brocade and regional fabrics, with economic benefits reaching weavers, farmers, artisans and communities.
Sabida said Thai national dress is distinctive for its intricate tailoring and craftsmanship, combining traditional textile patterns with contemporary design.
The eight styles of Chud Thai Phra Ratchaniyom were developed after Queen Sirikit studied historical Thai women’s clothing and commissioned designs for official overseas visits in 1960. For men, King Bhumibol Adulyadej introduced the royal-style Thai shirt in 1980 as an alternative to Western formal wear, particularly suited to Thailand’s climate.
The styles have since evolved in terms of design, materials and textile techniques, while becoming widely recognized as part of Thailand’s national identity.
The Department of Cultural Promotion listed Chud Thai Phra Ratchaniyom as a national intangible cultural heritage item in 2023 under social practices, rituals, traditions and festivals.
In March 2024, the Cabinet approved Thailand’s nomination of “Chud Thai: The Knowledge, Craftsmanship and Practices of the Thai National Costume” for UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
UNESCO has confirmed that the nomination will be considered at the 21st session of the Intergovernmental Committee for the Safeguarding of the Intangible Cultural Heritage, scheduled for December 2026.
Sabida said the meeting with designers and fashion houses was an opportunity to exchange ideas and expertise on maintaining the authenticity of Thai dress while adapting it to different body types, occasions and contemporary tastes.
She said traditional styles can be creatively adapted without losing their identity. For example, the Chud Thai Ruean Ton can be paired with different types of traditional textiles, from silk and cotton to distinctive local and ethnic fabrics.
The ministry is promoting the campaign “CHUD THAI” to bring Thai dress to international audiences while encouraging designers and the public to incorporate Thai craftsmanship into everyday life.
The campaign also aims to expand markets for Thai textiles and handicrafts and strengthen the international image of Thailand’s creative industries ahead of UNESCO’s consideration of the nomination in December.