Thailand Tourism Board Launches Fashion Show Showcasing Thai Treasures
Thailand's Tourism Authority launched the THAI T'REASURES fashion event September 18–20 at Bangkok's Icon Siam, showcasing eight Thai designers blending traditional textiles, gemstones, and craftsmanship into contemporary everyday wear.
The Tourism Authority of Thailand opened the THAI T'REASURES by Amazing Thailand event on September 18, 2026 at the River Park walkway at Icon Siam in Bangkok, showcasing Thai treasures through a contemporary fashion lens. Under the concept of Cool Thai Fashion, the event blends Thai textiles, gemstones, handicrafts, and local wisdom with the creative power of Thai designers to connect visitors to fashion tourism.
The opening ceremony was presided over by Nath Krutsuthorn, Deputy Governor for Merchandise and Tourism Business at the Tourism Authority of Thailand, alongside senior management, partners, designers, and honored guests who experienced how Thai cultural capital is being advanced through fashion and tourism.
Fashion, as a creative medium, tells the story of Thailand in a contemporary way. Nath Krutsuthorn stated that fashion is a creative medium with the potential to convey Thai identity and character in ways that resonate with modern audiences. The Tourism Authority of Thailand partnered with allies to reinterpret Thai textiles, gemstones, handicrafts, and local wisdom through design under the concept of Fashion Tourism. This approach aims to show that Thailand's soft power extends beyond products to encompass stories, people, lifestyles, craftsmanship, and wisdom originating from local sources, transforming them into creative works that inspire travel and offer new perspectives on Thai identity while expanding cultural capital's reach.
The THAI T'REASURES by Amazing Thailand event runs from September 18–20, 2026, from 4:00 p.m. to 10:00 p.m. at the Walkway Zone on Level M and River Park at Icon Siam, allowing the public to experience runway fashion, behind-the-scenes stories of textiles and craftsmanship, and contemporary fashion items available for purchase.
Eight designers interpret Thai treasures into the concept that Cool Thai Fashion works every day of the year. The opening festivities featured a Grand Opening Performance and T-POP Show with Fashion led by artist MEYOU–Mew Chitsanuchakorn Thantimet, leading to the main highlight WEAR THE THAI T'REASURES, a fashion show presenting Thai heritage through contemporary designers' eyes.
The runway featured collections from eight designer brands: KLOSET, JANESUDA, Painkiller Atelier, RAPEE, Maison Wonder Anatomie, SANGBOON, THITHA, and Made by Hotcake, combined with works from ICONCRAFT and gemstones from the Thai Gem and Jewelry Merchants Association, under the concept of 365 Days of Cool Thai Fashion. This concept reflects Thai fashion that moves beyond special occasion wear toward contemporary fashion integrated into everyday life, conveying Thai identity through designs accessible to diverse audiences.
From Naga motifs, art, and silk scraps to value-creating fashion. Another highlight was the TAT × Thai Designer Collaboration showcase, which developed Thai cultural assets, materials, and narratives into three contemporary products. These include RAVIPA with Naga jewelry under the concept Faith to Fashion, transforming spiritual power into fashion language.
