White and black dominate the ramps and magazines in the fashion hubs of Paris, Milan and New York, but in Thailand, the official color of the season is yellow.
The government is encouraging people to dress in yellow, the royal hue, to mark the royal occasion of Chanatkatanyuy, 60th anniversary of the king's accession to the throne.
Everything, from T-shirts and skirts to accessories, is being demanded in yellow, which is creating a windfall for the garment market.
This has a lead to an imbalance in the demand and supply of yellow clothes.
The demand for yellow clothing is expected to continue til December, the month of the King's birthday.