Bangkok: The "CHUD THAI" campaign is being launched, bringing together leading designers to further develop the "Royal Thai Dress" onto the global stage. Sabida leads a team of leading designers and fashion houses to promote the "Royal Thai Dress" to the global stage, opening up opportunities for designers to adapt it for contemporary styles. This is coupled with the launch of the "CHUD THAI" campaign, transforming Thai cultural heritage into a creative economy force from upstream to downstream, raising awareness of the value of Thai intellectual heritage before UNESCO considers its inscription as an Intangible Cultural Heritage of Humanity in December 2026.
According to Thai News Agency, Ms. Sabida Thaiseth, Minister of Culture, held a meeting to discuss and gather ideas for promoting royal-approved Thai dresses and Thai dresses bestowed by the monarch with leading Thai designers and fashion houses. Participants included Mr. Teeraphan Wannarat, National Artist in Visual Arts (Fashion Design) 2019; Teeraphan Fashion House; Theater Fashion House; Atelier Pichitra Fashion House; Pha Fashion House; Phet Boutique Fashion House; Glam Gold Label Fashion House; Forgetmenot Fashion House; Milan Fashion House; Napassorn Princess Shop; Pahurat.com; Chai Gold Label Brand; ASAVA Brand; ISSUE Brand; Surface Brand; Finale Wedding Studio Brand; Miss Saturday Brand; Khamkoon Gallery; Akara Gallery; and Wiset Aporn, among others. Also present was Ms. Chotika Akrakitsobhakul, Director-General of the Department of Cultural Promotion. The advisory committee for the Royal Thai Costume and Fabric Project, comprising Dr. Sarinda Jamornman, Mr. Thananrat Thanasetthakarn, Mr. Wicharawit Akrasantisuk, Assoc. Prof. Dr. Anucha Teerakhanon, and Mr. Kulwit Laosukhsri, also attended the event at Lady L Bistro, Park Nai Lert Hotel, Ploenchit Road, Pathumwan District, Bangkok.
Ms. Sabida stated that Thai dress is a unique national costume, characterized by its exquisite design and tailoring, combined with creative patterns on the fabric resulting from the distinctive craftsmanship of Thai artisans. The term "Royal Thai Dress" refers to traditional Thai women's attire, which Her Majesty Queen Sirikit, the Queen Mother, initiated the study and research of Thai women's clothing from various periods and designed for her to wear during her official visits with His Majesty King Bhumibol Adulyadej to the United States and Europe in 1960. For men, His Majesty King Bhumibol Adulyadej granted "Royal Thai Shirts" or royal Thai attire in 1980 as a uniform for government officials and as an alternative to Western suits for men, due to their economy and suitability to Thailand's climate, thus becoming a distinctive feature of the Thai culture. Subsequently, the eight royally approved styles of Thai dress, along with the royally bestowed men's attire, became widely popular and eventually the nati onal costume. Further development occurred in both style and materials, and knowledge of design, tailoring, and fabric pattern design spread throughout the country, stimulating the local economy extensively.
Given its value and significance, the Ministry of Culture, through the Department of Cultural Promotion, declared "Royal Thai Costume" as a national intangible cultural heritage in 2023, under the category of social practices, rituals, traditions, and festivals. Subsequently, on March 26, 2024, the Cabinet approved the proposal to register "Chud Thai: The Knowledge, Craftsmanship and Practices of The Thai National Costume" as a representative item of the intangible cultural heritage of humanity to UNESCO. UNESCO has confirmed that the item will be considered at the 21st session of the Intergovernmental Committee for the Safeguarding of the Intangible Cultural Heritage, scheduled for December 2026.
Today's discussions with leading Thai designers, fashion houses, and textile entrepreneurs provided an excellent opportunity to explore ideas for collaborating to promote royal-style Thai dresses and to exchange experiences in tailoring techniques that ensure accuracy and suitability for the wearer's body shape.
Ms. Sabida emphasized that the Ministry of Culture continues to collaborate with all sectors to promote "Royal Thai Costume" through the "Thai Costume (CHUD THAI)" campaign, showcasing its elegance to the world. This initiative is under the royal patronage of Her Royal Highness Princess Sirivannavari Nariratana Rajakanya, aiming to preserve, develop, and disseminate Thai cultural heritage, rooted in the significant royal endeavors of Her Majesty Queen Sirikit, the Queen Mother. In particular, it focuses on publicizing and raising awareness of the value of something that all Thais are proud of and are actively promoting, ahead of UNESCO's consideration of "Thai Costume: Knowledge, Craftsmanship, and Practices in Wearing National Thai Costume" for inscription as a Representative Item of the Intangible Cultural Heritage of Humanity this December.
The Ministry of Culture invites everyone to be a part of this proud moment by supporting Thai culture. This includes choosing to wear traditional Thai clothing and handicrafts in daily life, sharing stories through social media, and showcasing Thai craftsmanship to the world. This will expand market opportunities and enhance the positive image of Thai products and culture sustainably.