Transcending the fashion cycle: The contribution of Queen Sirikit to the development of Thai female costume

The purpose of this research was to study the role of Queen Sirikit in the development of Thai women’s clothing. Information gathered from qualitative research was used to analyse the Queen’s role in the promotion and conservation of Thai fabrics. The study found that Queen Sirikit actively worked to promote and conserve Thai fabrics and traditional designs. She successfully helped to restore national cultural heritage by promoting traditional weaving techniques and patterns, which at the time were disappearing from Thai society. Queen Sirikit’s role transcended traditional theories of the fashion cycle as she became the figurehead of a Thai royal clothing movement, publicly dressing in traditional Thai cloth until it became more widely known throughout the country and beyond. Through Queen Sirikit’s efforts, Thai royal costumes and traditional Thai cloth became an accepted and respected form of modern dress. The main theoretical contributions of this article are to challenge the widespread perception that traditional Thai sartorial culture has been thoroughly westernized. The article also presents broader implications of Queen Sirikit’s work on cultural preservation and innovation.