As part of New York Fashion Week, the Tourism Authority of Thailand, in partnership with the founder of the Pipatchara brand, acted as the organizer of the event “Revealing the Charm of Thailand: Show 2024”, followed by a Royal Gala Evening at the Mandarin Oriental Hotel.
Both events were attended by Her Royal Highness Princess Ubol Ratana, as well as a delegation of the Department headed by Head Tapani Kiatfaibul, representatives of the media and partners of the Department.
“In New York, we present five varieties of “soft power”, each of which reveals one of the facets of the kingdom’s tourist appeal: from gastronomic traditions, fashion, arts and crafts to culture and landscapes. Such events help us attract the attention of travelers who want to discover our beautiful country, get to know our culture anew and see with their own eyes how the kingdom is changing the future of tourism,” commented Tapani Kiatfaibul on the event.
At the exhibition “Revealing the charm of Thailand: Presentation 2024”, special attention was paid to immersion in 5 main impressions: “You need to taste”, “You need to purchase”, “You need to try”, “You need to find” and “You need to see”.
The immersion into the atmosphere of Thailand began with a Must Taste — the guests of the event tasted organic chocolate imported from the kingdom. Must Try allowed them to see traditional dances in their modern interpretation. According to the organizers, Must Buy demonstrated the kingdom’s progress in the fashion industry with an emphasis on supporting local communities, including the Pipatchara brand. The latter provides employment for residents of the northern provinces of the country, who create unique patterns.
Must Seek is another part of the presentation, during which it was possible to explore the “hidden pearls” of Thailand with the help of virtual reality: this is the name of the attractions that are not yet widely popular with travelers. The final stage is a Must See, realized with the help of paintings by the artist Subannakit Kraikum.
The exhibition was followed by a Royal Gala Evening, where all attention was focused on the fashion industry and sustainable travel as part of the Management’s strategy for the development of the tourism industry in the direction of increasing the value of impressions and sustainability.
The curator of the fashion show held at the evening was Pipatchara Kaoejinda, co-founder of the Pipatchara brand, whose philosophy is based on conscious consumption. The presented products from the brand’s new collection fully correspond to these values — as well as the mission to create sustainable fashion, actively supported by local communities in Thailand.
The concept of a fashion show is to transform waste products into something functional and elegant. “The hallmark of our production can be called the local community — it is a central part of all processes. The collection you have seen reveals the beauty of the traditional craft, which our craftsmen pay tribute to. We are proud to act as a link between the fashion industry and the communities of Thailand,” Pipatchara Kaoejinda commented on the show.
“The partnership with Pipatchara underlines the Management’s commitment to the principles of sustainable tourism, which benefits the kingdom’s guests, communities and the environment. Among our initiatives developed for the industry are the STAR certification system and the Thailand Tourism Awards,” Tapani Kiatfaibul summed up.
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