Bangkok University is offering the chance to win diamonds to female students who dress conservatively and eschew short, tight-fitting uniforms.
Students are said to be too keen to follow fashion
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The university says large numbers of young women are putting fashion before modesty, distracting male students with tight blouses and revealing slit skirts - and potentially putting themselves at risk.
It is offering three sets of diamond pendants and gold necklaces worth 4,800-6,500 baht apiece (US$118-160) to encourage students to dress less provocatively.
Bangkok University deputy rector Suree Buranathanit said "well-dressed" students would be picked every month to
become eligible for a lucky draw at the end of the school year, the Bangkok Post newspaper reported.
She said many uniforms were inappropriate and added: "The university understands that young girls must be in trend but that may put them in danger."
But the Bangkok Post said a random sampling of opinion found that students would not be swayed by the contest, and
would continue to dress in fashionably tight attire.
Sunisa, a senior studying business administration, told the paper youngsters were not interested in precious stones.
Sexy outfits did not affect student learning, she said, adding the university should focus on improving the quality of its instruction.