The first National Day took place – more than 100 collectives of companies dressed up in national identity clothes

Colleagues shared happy moments on social networks

Registration was not mandatory, but this year alone there were more than 100 companies and collectives registered. In the office with colleagues, the colleagues of Vilniaus Duona, the main sponsors of this celebration and the first to contribute to the initiators, also celebrated the National Day.

"Many colleagues wore something national for the first time, we dressed up in suits, woven ribbons, hats. It was an opportunity to touch the clothes of our national identity, to feel what they mean to us. For the feast, we made cold beetroot – because after all, the Šaltibarščiai festival is on our nose! We feasted on fresh bread, cheese and honey, and our colleagues even sang a song. It is very nice that so many companies from all over Lithuania have joined!", said Jolita Ažusienė, Head of Brand Communication at Vilniaus Duona, who oversaw this initiative in the company. This company was the first to believe in the idea of the National Day and joined the initiators, as well as donated bread feasts to the first group of registered companies.

"It may seem that the national costume is just an attribute, a detail to visually fulfill the idea. But in fact, today I felt with all my being that this initiative is not about the garment, no matter how beautiful it is. About the code of nationality and citizenship, which either you have or... no. And I also have a very strong one! With pride and my head held high, I entered the office in the morning. And inside there is excitement, even strangely confused with grief, about which I told the whole of Lithuania to the cameras. When the text comes from the heart, self-censorship simply doesn't happen," shared LinkedIn's Aurelija Pocienė, who recently joined the sales team of Vilniaus Duona.

Business companies, state institutions, teams of schools and universities, as well as communities from Lithuania and abroad joined forces. Companies and collectives from Vilnius, Kaunas, Klaipėda, Panevėžys, Šiauliai, Marijampolė, Alytus participated, Jurbarkas and Šilutė communities participated in large numbers, as well as collectives from Pasvalys, Molėtai, Širvintos, Naujoji Akmenė, Plungė, Skuodas, Kretinga, Utena cities and districts registered.

"It's amazing how many different collectives have joined. It is nice that we have been able to reach not only our culture promoters, museums, cultural centres, schools or art collectives, which already traditionally pay a lot of attention to national identity, but also the business community and international companies. We are already receiving a lot of questions, so when will this initiative take place next year, a lot of thanks, feedback, hundreds of shares on social networks – this inspires us to prepare for next year!", said G. Baliutavičienė.

Lithuanian cinema ended the national day

In the evening, the participants of the National Day event gathered in Vilnius in the hall of the initiative's partner, the Skalvija Cinema Centre, where they watched Giedrė Beinoriūtė's film "Sacrum ir profanum Pievėnai" together, tasted Lithuanian feasts and listened to kankliai music, and Anike Shine played the kanklis.

Striving for the costume to decorate important occasions in life

Gitana Baliutavičienė, the author of the idea of the National Day, the communication partner of this initiative and a lover of ethnoculture, said that the idea of gathering like-minded people for this initiative came from noticing that in Lithuania the costume is still more an attribute of folklore concerts, celebrations, and folk collectives than an outfit for important occasions in life.

"There was a desire to expand the boundaries and audience of the national costume, to help try it on, try it on, see it even for those who have not worn it or considered it. We would also like to remind you that we have not only the usual national costume for representation, but also a costume that reflects the long period of Baltic culture. It is gratifying that in a relatively short time, one and a half months, we managed to bring together over 100 companies from all over Lithuania and Lithuanians abroad, who joined the initiative. It was an opportunity to dress up and see the craftsmanship inherited from our ancestors, the finest patterns, handmade creations, to take an interest in the clothes of our country from different eras and to celebrate our identity," said Gitana Baliutavičienė, who was dressed in a Baltic costume created for her that day, recreated according to the findings of the Lithuanian tribe who lived in Eastern Lithuania.

Variety of ethnographic regions and Baltic costumes

Lithuania has different national costumes of a total of five ethnographic regions: Dzūkija (Dainava), Aukštaitija, Samogitia, Lithuania Minor, Suvalkija (Sudūva).

As well as costumes of Baltic tribes (Curonians, Prussians, Seleucids, Yotvingians, Samogitians, Lithuanians, Latgalians, Skalvians, Semigallians, Highlanders), which are created through archaeological reconstructions and creativity. The Council for the Protection of Ethnic Culture of Lithuania has equated the Baltic costume with a national one, suitable for wearing during representative and state events.

It is not yet known what part of the Lithuanian population has a national costume. In countries such as Norway and Austria, about half of the population has national costumes.

Partners of the initiative

In addition to Vilniaus Duona, a group of partners and friends joined the initiative: Vilnius Ethnic Culture Centre, LRT, Skalvija Cinema Centre, Vita Antiqua Public Institution, National Costume Sewing, Vilius Paškevičius ĮI, Be Ledo, Sway, Rūta Žalioji, Beata Nicholson, Dovilė Filmanavičiūtė and others. 

You can read more about the initiative here. And also FB or LinkedIn.