Bhutan and Thailand Forge Artistic Alliance: Sustainable Fashion Show Celebrates 50 Years of Tourism

Thimphu, Bhutan – A landmark collaboration between Bhutan and Thailand has brought forth a unique collection that bridges the cultural heritage of both kingdoms. In a first for the two nations, renowned Thai jeweler Sarran Youkongdee, founder of the sustainable brand SARRAN, has partnered with Bhutanese luxury fashion house Chuni Dorji Privé.

This exclusive fashion and jewelry collection, inspired by the rich tapestry of Bhutanese culture and its breathtaking natural environment, was unveiled at a spectacular show held at the Zhiwa Ling Heritage Hotel in Paro on August 25th, 2024.

A Showcase of Sustainable Craftsmanship

The collaboration, supported by Bhutan’s Department of Tourism through the GEF Ecotourism project, aimed to elevate the exceptional craftsmanship of designers from both countries while promoting sustainable practices in the fashion industry. The year-long project culminated in Bhutan's first sustainable fashion show, a fitting tribute to the nation's 50th anniversary of tourism.

Chuni Dorji Privé's exquisite clothing line seamlessly complemented the SARRAN jewelry collection by renowned Thai jewelry designer Sarran Youkongdee. The jewelry pieces, deeply rooted in the essence of Bhutan's natural beauty, sacred sites, and cultural heritage, perfectly captured the spirit of the "Thunder Dragon" – a revered symbol in Bhutanese mythology.

Celebrating Bhutanese Culture and Sustainability

SARRAN's commitment to sustainability shines through in their use of recycled materials and traditional Kira fabric. This not only celebrates Bhutanese culture but also emphasizes the importance of environmental stewardship. Every aspect of his brand reflects a deep respect for the environment, making him the perfect partner for this groundbreaking project.

Sharing Bhutanese Creativity with the World

"Bhutan has a wealth of talented artists and designers who deserve a global platform to showcase their work," said Damcho Rinzin, Director of the Department of Tourism, Bhutan. "This innovative partnership with SARRAN and Chuni Dorji Privé serves as a key step in sharing Bhutanese art and design with the world, while fostering cultural exchange and promoting sustainable practices in the fashion industry."

Chuni Dorji Privé: Blending Tradition and Modernity

Chuni Dorji Privé offers a unique blend of traditional Bhutanese motifs and contemporary design. Their hand-embroidered and hand-painted creations are crafted from locally sourced materials such as fine velvet, pashmina, and Napa leather. These exclusive pieces, available only within Bhutan, are a testament to the brand's dedication to preserving Bhutanese heritage while embracing modern sensibilities.

Learn More:

For more information about Bhutan's Department of Tourism and its initiatives, visit www.bhutan.travel.