Blending the richness of Bhutan’s heritage with cutting-edge modern design, the inaugural Bhutan Fashion Week (BFW) is set to take the nation by storm from October 27 to November 1. The week-long spectacle will span three districts—Bumthang, Paro, and Thimphu—each showcasing a distinct facet of Bhutanese fashion.
The historic Wanduechholing Palace in Bumthang will pay homage to Bhutan’s illustrious past, while the bustling streets of Paro will transform into a runway celebrating contemporary style. Thimphu, meanwhile, will serve as the launch-pad for the future of Bhutanese fashion, highlighting forward-looking designs and innovations.
Sonam Penjor, Director of the Department of Media, Creative Industry, and Intellectual Property (DOMCIIP), explained that the event seeks to preserve Bhutan’s design heritage while fusing traditional elements with modern aesthetics to create sustainable, globally appealing fashion. “The present is where we learn from the past, and the present shapes the future. Our goal is to honor timeless traditions and elevate them through modern expression,” he said.
BFW also aims to position Bhutan on the global fashion map, providing designers a platform to showcase their work to international buyers. “This is about transforming culture into an economic driver, taking Bhutanese artistry from heritage to marketable modernity,” the director noted.
The event will encourage young Bhutanese to explore careers in design, diversifying employment beyond conventional civil service paths. Intellectual property (IP) protection is another focus, ensuring that unique designs are registered and that artisans receive royalties when their creations are used commercially. “By formalizing IP, we secure sustainable income for our designers and textile workers while celebrating creativity,” Penjor added.
Tourism is also intertwined with the initiative. “Bhutan is known for its mountains and forests, but our design and fashion are equally compelling. Bhutan Fashion Week is a new tourism product, inviting the world to experience our culture through creativity,” he said.
To expand global access, a dedicated website will feature showcased designs, allowing international audiences to engage with Bhutanese fashion. Plans are also underway, subject to funding, to present BFW in India, further amplifying Bhutan’s reach.
Despite logistical challenges, particularly in Paro and Bumthang, the organizers remain determined. “We have anticipated the risks and are committed to delivering a world-class event,” Penjor said.
Approximately Nu 10 million has been allocated for the Bhutan Fashion Week (BFW), with funding sourced through the Economic Stimulus Plan (ESP) and supplemented by generous support from the Government of India. This substantial investment underscores the government’s commitment to nurturing the creative industry as a driver of both cultural preservation and economic growth.
The inaugural BFW promises a dynamic convergence of talent, featuring 21 local designers whose work spans traditional Bhutanese textiles to contemporary fashion interpretations. Their creations will be captured and promoted by five international photographers, ensuring global visibility and professional documentation. Complementing the designers’ efforts, 12 top models from India will bring the runway to life, elevating the event’s international appeal and standard.
Significantly, Bhutanese fashion is already stepping onto the global stage: several designs from Bhutan will be showcased at Milan Fashion Week in September. This milestone signals Bhutan’s emerging influence in international fashion circles, demonstrating that the country’s unique blend of heritage, craftsmanship, and innovative design is gaining recognition and acclaim worldwide.
Collectively, the funding, participation of international professionals, and exposure on prestigious global platforms position BFW not merely as a domestic event, but as a launchpad for Bhutan’s creative economy, tourism, and cultural diplomacy, highlighting the kingdom as a hub for sustainable, heritage-inspired fashion.
Bhutan Fashion Week promises not only to celebrate tradition and modernity but to ignite a cultural and economic revolution in the country’s creative industry, positioning Bhutan as a unique hub of design, innovation, and sustainable fashion.
Nidup Lhamo from Thimphu
