TAT Partners with Private Sector to Showcase Thai Fabrics from Four Regions on Luxury Runway, Reinforcing Soft Power

The Ministry of Tourism and Sports, through the Tourism Authority of Thailand (TAT), is fully advancing efforts to increase economic value via Thai cultural capital. Recently, it partnered with major private companies Petch Boutique and Beauty Gems, along with other allies, to organize the large-scale event “THREADS OF AMAZING THAILAND” on 1 July 2026 at Siam Paragon shopping center, showcasing traditional Thai fabrics from four regions and local textiles on a luxury fashion runway.

Ms. Thapanee Kiatphiboon, Governor of the Tourism Authority of Thailand, revealed that this event is part of the project “Continuing the Art, Weaving Fabrics into the Elegance of Siam,” aiming to promote Thai fabrics and handicrafts on the global stage. It also prepares to communicate the value of“Thai fabrics”and“Thai costumes”which are being considered for registration as Intangible Cultural Heritage by UNESCO at its 21st meeting late in 2026. TAT believes this platform will be a key driver in advancing the fashion, cultural, and tourism industries toward value-based tourism, elevating traditional wisdom products into global luxury goods that generate sustainable national income.

From the private sector, Mr. Jarut Pinyokirit, executive of Petch Boutique, stated that redesigning locally woven fabrics from communities nationwide into contemporary styles adds value to Thai textiles and creates economic opportunities for those communities. This effort promotes Soft Power, generating sustainable income and reputation for the country. Meanwhile, Mr. Suriyon Sriorathaikul, managing director of Beauty Gems Group, added that the brand recognizes the global value and potential of Thai craftsmanship. Reflecting meticulousness and creativity to develop luxury products and services is a crucial mechanism for increasing the country's economic value.

The event's highlight was a fashion show featuring over 75 Thai fabric outfits, designed by Petch Boutique’s design studio and complemented by Beauty Gems’ jewelry.Modelsand more than 25 national celebrities were gathered to showcase the beauty of the fabrics, divided into five main collections as follows:

• Northern Region highlighting the distinctive Lamphun brocade and local cotton fabrics in elegant tones.
• Northeastern Region presenting the beauty of mudmee silk, praewa fabric, and Surin silk.
• Central Region expressing grandeur and refinement through gold brocade, silk, and ancient fabrics.
• Southern Region featuring the unique characteristics of patta and batik fabrics blending local artistry.
• Finale The show concluded with Antonia Poesiu, first runner-up Miss Universe 2023, appearing in a contemporary Thai fabric outfit paired with high jewelry under the concept “Woven Forward.”

Businesses and the general public interested can experience the potential of cultural capital extended into contemporary fashion through an exhibition displaying over 50 fashion pieces at Siam Paragon from 2 to 5 July 2026.

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