Development and Design of Thai Song Dam Costumes Toward International Fashion: Nong Song Hong, Ban Phaeo District, Samut Sakhon Province

Abstract

Background and Objectives: The Thai Song Dam costumes of Nong Song Hong Subdistrict, Ban Phaeo District, Samut Sakhon Province represent a long-standing body of weaving wisdom that has been passed down through generations. They constitute a valuable local identity worthy of preservation and transmission to future generations. This study aims to conserve, revitalize, and promote Thai Song Dam weaving traditions as a sustainable form of cultural heritage while exploring their adaptation within contemporary fashion contexts. Furthermore, it seeks to develop Thai Song Dam costumes into innovative fashion products that reflect ethnic identity and align with international fashion standards. The specific objectives were 1) to study the identity and symbolic meanings of Thai Song Dam textile patterns in Nong Song Hong, 2) to synthesize concepts for value creation and the development of Thai Song Dam costume design toward international fashion, and 3) to evaluate the developed fashion prototypes and promote cultural tourism within the community.

Methods: The study employed a mixed-methods approach combining participatory action research (PAR) and creative research. The data were gathered through field observations, in-depth interviews with ten artisans and elders, focus group discussions with community members and designers, and co-creation workshops producing ready-to-wear and high fashion collections. In addition, the quantitative data were collected from 150 consumers using structured questionnaires assessing satisfaction in five areas: cultural identity, design aesthetics, functionality, comfort, and market potential.

Results: The research findings revealed that significant Thai Song Dam motifs, such as the “Khok Khut” motif, which symbolizes strength, and the “Dok Paet” motif, which represents abundance, can be appropriately applied to contemporary fashion design, resulting in two fashion garment prototypes: 1) Ready-to-Wear, featuring indigo-dyed casual garments with simplified ethnic motifs, and 2) High Fashion, comprising gowns and suits with enlarged embroidered and digitally printed patterns. The overall level of satisfaction was high ( x = 4.37, S.D. = 0.41), indicating that consumers held positive perceptions toward the developed fashion prototypes. Cultural identity received the highest rating (x = 4.50, S.D. = 0.38), reflecting clear recognition and acceptance of the distinct ethnic identity. Other dimensions were also at a high level, including aesthetic design quality (x  = 4.47, S.D. = 0.41), market potential (x  = 4.43, S.D. = 0.39), wearing comfort (x  = 4.25, S.D. = 0.40), and functionality (x  = 4.18, S.D. = 0.46).

Application of this study: The project bridged traditional heritage and contemporary innovation, establishing a model for integrating cultural wisdom into creative economy. The participatory process empowered artisans, encouraged intergenerational knowledge transfer, and fostered a community brand identity aligned with Thailand’s “Soft Power” strategy.

Conclusions: This study aimed to preserve and develop the weaving wisdom of the Thai Song Dam community in Nong Song Hong, Ban Phaeo District, Samut Sakhon Province, so that it can be sustained as cultural heritage and appropriately extended into contemporary fashion. Employing a mixed-methods research design that integrates participatory action research and creative research, the study found that significant motifs of Thai Song Dam textiles, such as the “Khok Khut” and “Dok Paet” motifs, demonstrate strong potential for application in contemporary fashion design. This resulted in the development of two garment prototypes: ready-to-wear and high-fashion designs. Consumers expressed a high level of satisfaction with the prototypes, particularly in terms of cultural identity and design aesthetics. The study therefore demonstrates that integrating local wisdom with fashion innovation can generate cultural, economic, and creative tourism value, while sustainably supporting knowledge transmission and the enhancement of the community’s cultural power, or soft power.