Campaign Prepares for UNESCO Review in Xiamen
The initiative, titled „Chud Thai: Knowledge, Craftsmanship and Practices of the Thai National Costume,” is scheduled for review at the 21st session of the Intergovernmental Committee for the Safeguarding of the Intangible Cultural Heritage in Xiamen, China, from November 30 to December 5. Prior to this, the campaign toured several European and Asian capitals, including London, The Hague and Tokyo, where fashion exhibitions and presentations were held.
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Princess Sirivannavari, who stated in an interview with WWD that the initiative began as a personal project inspired by her mother, Princess Maha Chakri Sirindhorn, has transformed a personal passion into a national symbol. In its early stages, the event was limited to intimate gatherings in ambassadors’ residences, where diplomatic corps members served as models and the costume was borrowed from the princess’s personal wardrobe. Support from Thailand’s Ministry of Culture proved crucial, and the government formally endorsed the candidacy in 2024.
Paris Showcase Honors Late Queen Sirikit
In Paris, the presentation included a runway show that attracted public and media attention. For Princess Sirivannavari, this cultural initiative also represents an honour for a beloved family member: Queen Sirikit, mother of the king, who passed away in October 2025 at the age of 93. She said, „This is a way for me to honour my grandmother – a final gift” in connection with the December ceremonies marking the end of a one-year mourning period. Queen Sirikit was instrumental in the formal development of „Chud Thai Phra Rajaniyom,” which includes eight fundamental styles for women and three for men. The exhibition „Royal Thai dress, from tradition to modernity” was displayed until November 1 at the Musée des Arts Décoratifs, where the queen had integrated the costume into official visits by King Bhumibol Adulyadej since the 1960s.
Princess Sirivannavari emphasized, „My grandmother wished that everyone who wears these costumes would feel a deep sense of honour and pride in Thai cultural heritage.”
Chud Thai as a Living, Evolving Symbol
Despite its historical roots, Princess Sirivannavari, also founder of the Sirivannavari brand, insisted that „Chud Thai” should not be a „costume frozen in time,” but a living symbol in continuous evolution. This approach has stimulated a revival in the textile industry, particularly silk weaving, which has seen a 200% increase in Thai silk transactions since the end of the COVID-19 pandemic. The average age of weavers has decreased, and new generations are unafraid to experiment with colour combinations, she noted.
Calls for Educational Integration and Sustainable Revival
She stressed the importance of incorporating Thai fashion history into university curricula, both in Thailand and abroad. „It is time for Thailand to become one of the reference points of global fashion,” she affirmed. She also expressed hope that through this initiative, traditional Thai dyeing and textile motifs would be revived, contributing to the development of a sustainable and innovative industry.
Campaign Aims to Secure UNESCO Recognition
In conclusion, the „Chud Thai” campaign has succeeded in drawing global attention not only to a traditional costume but also to a symbol of Thai cultural identity, innovation and familial ties. With government support and international community backing, the hope is that by this December, „Chud Thai” will be officially recognized by UNESCO, thereby strengthening Thailand’s position in the global landscape of intangible cultural heritage.