Amazing Thailand x Jim Thompson collection promotes Thai silk through crafted luxury travel
The Tourism Authority of Thailand (TAT), in partnership with Jim Thompson, today launched the “Amazing Thailand x Jim Thompson” collection, showcasing Thai silk through contemporary design and cultural storytelling. The collaboration links heritage, craftsmanship, and fashion-led travel experiences for high-value travellers and global audiences, spotlighting Jim Thompson’s 75th anniversary collection under the theme “Endless Journey: 75 Years of a Siamese Journey.”
Mr. Nat Kruthasoot, TAT Deputy Governor for Tourism Products and Business, said, “Thai craftsmanship gives Thailand a powerful way to present travel as a deeper cultural experience. Through this collaboration, TAT is bringing Thai silk, design, heritage, and destination storytelling together to inspire quality travellers seeking meaning, creativity, and a genuine connection with local identity. This reflects TAT’s direction to create greater value from tourism by turning Thailand’s cultural strengths into experiences that resonate with international audiences.”
The collaboration forms part of TAT’s Luxury Tourism initiative, “Soul of Siam: Crafted Luxury”, positioning Thailand as a high-value destination through craftsmanship, cultural identity, and quality travel experiences. It connects luxury products with their origins – local materials, communities, and tourism routes to create meaningful journeys and encourage higher-value visitor spending.
Jim Thompson is one of 15 participating brands, recognised for its Thai silk heritage, craftsmanship, and lifestyle offerings spanning retail and hospitality. Its 75-year heritage, contemporary design, and Thai culinary offerings reflect the quality, creativity, and local wisdom supporting TAT’s Value over Volume direction.
Nunnapat Verojanavat, Marketing Director of Jim Thompson stated, “For the past 75 years, Jim Thompson has evolved beyond a globally recognized Thai silk brand into a lifestyle brand spanning fashion, home furnishings, and hospitality, while continuing to celebrate Thai art, culture, craftsmanship, and local wisdom through contemporary design. The ‘Jim Thompson 75th Anniversary’ collection reflects the stories, destinations, and journeys that shape Thailand’s identity in a way that resonates with global audiences. We are delighted to partner with the Tourism Authority of Thailand to help showcase the richness of Thai culture, creativity, and destinations to the world.”
Drawing on Jim Thompson’s origins along Bangkok’s Saen Saep Canal near the Jim Thompson House Museum and Baan Krua weaving community, the collection features a “Celebration of Silk” motif. Archival textile patterns are reinterpreted through contemporary patchwork, referencing northern Lanna florals, Isan Mudmee silk, southern batik, and flowing lines inspired by Thailand’s waterways.
The collection includes silk twill scarves, kaftans, the Capri Bag, Travel Clutch, and a printed silk Elephant Doll, presenting Thai artistry through modern lifestyle pieces. The launch event at The Moonlight Hall, Jim Thompson Heritage Quarter, featured Thai actress Natapohn “Taew” Tameeruks, who helped convey the inspiration behind the collection and its contemporary perspective on cultural travel.
The partnership also connects with TAT’s curated luxury tourism routes under Soul of Siam: Crafted Luxury. One featured Bangkok journey traces Thai silk and refined Siamese taste from the Jim Thompson House Museum – where visitors can learn about Jim Thompson’s life, teak architecture, silk demonstrations, private art collections and the Baan Krua weaving community, known for traditional looms and dyeing techniques.
The route continues to the Jim Thompson Art Center and Surawong Flagship Store, bringing together contemporary art, textiles, and the brand’s fashion and home collections. Together, these touchpoints present Thai silk as a living expression of heritage, design, craftsmanship, and destination identity.
More information on TAT’s Luxury Tourism project is available through TAT’s tourism product channelsand the 1672 Travel Buddy service. The “Amazing Thailand x Jim Thompson” collection is available at Jim Thompson stores and online.
Source: TAT News
