I’ve read an article by SwissCommunity about traditional costumes in Switzerland, and I think it’s worth providing a bit of context, because it’s quite hard to understand from the outside.
Firstly, there is no such thing as ‘the Swiss costume’. There are hundreds of them. Literally. Every canton, every region, and sometimes even every village, has its own. And this is no coincidence: the colours, embroidery and accessories signified very specific things, such as marital status, religion or even social standing. In short, it wasn’t just about aesthetics; it was almost like a textile version of an ID card.
A second important point: many of the costumes we see at festivals today are not as old as they appear. Many were reinterpreted in the 19th century, when Switzerland, like other European countries, was forging its national identity. Tradition, yes, but thoroughly reworked and staged.
These days, these costumes still exist, but only in very specific contexts: local festivals, cultural societies and parades. Nobody goes to work dressed like that, in case anyone was wondering. And here’s an interesting fact: a full costume can cost several thousand francs. It’s not a souvenir that costs 50 CHF.
Ultimately, this fits in quite well with how Switzerland works: genuine diversity, a highly decentralised system, and a relationship with tradition that is not nostalgic, but rather structured and, in many cases, quite pragmatic.
https://www.espanolesensuiza.ch/