HAUTE COUTURE COSTUME DESIGN FROM THE IDENTITY OF PHICHIT PROVINCE

Abstract

      Phichit Province is an ancient city with valuable historical and cultural identities, enriched by local legends that serve as an important part of Thailand’s cultural heritage. These narratives reflect the uniqueness of the province and present opportunities for creative reinterpretation in a modern context through design processes. This research focuses on integrating Haute Couture fashion-French high fashion characterized by exclusivity, meticulous craftsmanship, and custom-made designs-with the cultural narratives and identity of Phichit Province. The aim is to promote local cultural preservation, generate new cultural value, and provide younger generations with access to cultural identity in a contemporary format.

      The study had two objectives: (1) to investigate and design Haute Couture garments inspired by the cultural identity of Phichit Province, and (2) to evaluate consumer satisfaction with the designed garments. A purposive sampling method was employed, comprising two groups: three fashion design experts who assessed the appropriateness of the designs, and fifty consumers aged 20–40 years in Mueang District, Phichit Province, who evaluated satisfaction across three dimensions:
(1) aesthetics and visual appeal, (2) functionality and usability, and (3) consideration of design concepts and production processes.

      After conducting the study and developing Prototype A, the results indicated the following: (1) aesthetics and visual appeal were rated at a high level ( = 4.43)
(S.D. = 0.48), (2) functionality and usability were rated at a high level ( = 4.33)
(S.D. = 0.51), and (3) consideration of design concepts and production processes was rated at a high level ( = 4.30) (S.D. = 0.52). The overall evaluation across all three dimensions was also rated at a high level ( = 4.35) (S.D. = 0.50). These findings demonstrate that the creative design is feasible for practical application and has potential for commercial development in line with the objectives of the study.