Trendy attire
Traditional couture captivates Thais
BANGKOK — Business is booming for Siri Seatea’s traditional dress shop in Bangkok.
“Out of the 30 years I’ve been running this shop, this is the peak for us,” 53-year-old Siri said as she stitched a Thai sarong for a client.
History fever is gripping Thailand and a growing number of Thais are wearing traditional dress, a phenomenon encouraged by the government and the palace, and fueled by a popular television soap opera.
The trend began with a ‘winter fair’ initiated by King Maha Vajiralongkorn in February.
Among the popular costumes are those worn during the reign of former King Chulalongkorn, known as Rama V, who ruled from 1868 to 1910 and is credited with saving Thailand from Western colonialism.
Television has also played a part.
Love Destiny, a soap opera set during the 1656 to 1688 reign of King Narai the Great, has taken Thailand by storm.
Many Thais are visiting the ancient capital of Ayutthaya, north of Bangkok, where scenes from Love Destiny take place. They pose for “selfies” dressed in traditional garb against the backdrop of the ruins.
Prime Minister Prayuth Chan-ocha met with cast members this week at Government House and hailed the series as an example of the government’s long-standing policy of promoting ‘Thainess’.
Prayuth’s government has held some recent meetings in the traditional dress of a 19th century elite. He dressed in a buttoned up silk jacket, breeches and a wide sash.
In Ayutthaya, 80 kilometers north of Bangkok, visitor numbers have nearly tripled since Love Destiny began, according to officials quoted by local media.
“It was booming since the winter fair held by our king and then this soap opera fueled the Thai costume fever,” said Chutima Wongchiangkwang, 55, a costume vendor.
Discount at cinema
Wearing traditional clothes can get you a discount at the cinema. The country’s Major Cineplex Group announced this week a buy one, get one free promotion.
Flight attendants for national carrier Thai Airways International are also dressing up in national costumes from the reign of King Rama V this month to mark the Thai New Year festival known as Songkran.
This weekend, Thais flocked to an event initiated by the king ahead of Songkran — which for many has become a rowdy water-soaked affair.
The palace event, over three days, aims to revive a more sedate vision of Thailand’s culture with tribute being paid to past kings, Buddhist rites and displays of folklore.
“The public is encouraged to dress in traditional Thai period costume, wear Thai clothing or polite smart casual attire,” the Thai tourist authority’s news website said. “Water guns and baby powder pasting are discouraged.”
Back at the Siriroong Ruang shop, Maneejan Srilert, 23, an employee at the Stock Exchange of Thailand, eyed a gold and red traditional skirt to wear to an office party.
“I don’t think of it as a political thing,” she said. “For me it’s just fashion.”