Millions of Thais are donning the bright new look as yellow is the colour associated with Monday, the day when King Bhumibol Adulyadej was born.

Government workers in Bangkok were urged to wear yellow to work from June 1-15, but the fad has caught on across the country.

Private companies are also promoting the campaign. Companies like the Charoen Pokphand Group are handing out free yellow T-shirts to their employees. And at CP Group, some T-shirts are also available for sale at Bt200 each with the proceeds going to charity.

Indeed, this is an auspicious moment for people to show their love and respect for the King. That must be what CP Group chief Dhanin Chearavanont is thinking, for he has proven himself a true royalist. Executives in the group have been told many times that they should do nice things for the sake of the King.

During the first 15 days of this month, companies under CP Group are urging all executives and employees to wear yellow T-shirts. Executive uniforms have turned from black suit and tie to slacks and yellow T-shirt.

CP employees are proudly performing their jobs in this new uniform, even when they have to meet clients outside. And like other major buildings, CP Tower is dotted with yellow T-shirts.

Given that there are eight working days during the period, one needs at least three T-shirts in rotation.

Special T-shirts and polo shirts have flown off the shelves as prices doubled in the last week.

It seems nobody wants to be out of style.

achara_d@nationgroup.com.