13 trending labels from Vietnam’s rising style scene

In the realm of Vietnamese fashion, a burgeoning powerhouse has emerged under the visionary leadership of Duy Tran. Swiftly ascending the style hierarchy, this label has garnered the admiration of celebrities such as Doja Cat, Olivia Rodrigo, and the members of Blackpink, all donning its creations. Drawing inspiration from the sought-after Y2K aesthetic, the brand seamlessly marries contemporary panache with touches of sheer sophistication.

Carving a niche within the fashion cosmos, La Lune, born from the creative genius of designer Quach Dac Thang, thrives on a concept richly infused with “demi-couture.” Renowned for innovative and imaginative designs, Thang’s creations are celebrated for their whimsical silhouettes and intricate detailing that appear to draw inspiration from realms beyond the terrestrial and cyberpunk. The label recently garnered attention when Blackpink’s Lisa donned its Guillotine top, marking another significant moment in the brand’s visionary journey.

Established in 2020 by Dang Que Huynh, a graduate in Fashion (Merchandising and Management) from RMIT Vietnam, the brand is dedicated to transforming the fashion landscape through its fearless embrace of individuality and imperfections. Drawing inspiration from the Wabi Sabi lifestyle, it champions the allure of uniqueness and the essence of adventure. Guided by the mantra “be bold in wearing the unexpected,” the brand encourages its clientele to challenge norms and embrace their authentic selves.

Effortlessly harmonising intricate textiles, gender-neutral silhouettes, and striking colour palettes, this Saigon-based brand, established in 2016 by Parsons graduate Tom Trandt Minh Dao, has captured the admiration of fashion connoisseurs and eco-conscious style fiends. Committed to sustainable practices, including repurposing surplus fabrics for fresh creations and promoting natural alternatives, the label, whose name translates to ‘outspoken’ in Vietnamese, serves as a vanguard for those who cherish audacity and revel in making courageous fashion statements.

Kilomet109In 2012, designer Thao Vu embarked on a groundbreaking journey, giving rise to Kilomet109, a label that masterfully unites the intricacies of traditional Vietnamese textiles with cutting-edge design. A passionate champion of sustainability and the preservation of cultural heritage, the brand is known for its innovative practices, such as extracting colour from traditional yam root and utilizing fermented indigo dye. With finesse, it seamlessly weaves together time-honoured crafting techniques with a contemporary aesthetic sensibility.

Loved for its distinctive and engaging aesthetic, which deeply resonates with individuals who often find themselves at odds with mainstream society, Feng System weaves a design narrative that brims with themes of protection, connection, and unapologetic self-expression. In the face of the creative challenges posed by the pandemic, siblings Nguyen Phung and Phung Quang Dat founded the brand in 2021. Their vision revolves around a unique design aesthetic that strikes a chord with outcasts and creatives, fostering a community where fashion becomes a conduit for unfettered self-expression.

Established in 2019, Roi Workshop is a streetwear fashion brand that places a strong emphasis on crafting pieces that accentuate the unique personalities of its consumers, effectively transforming them into ‘roi,’ which translates to ‘tangled’ or ‘disordered’ in Vietnamese. Its predominantly unisex collection is tailored for individuals who aspire to articulate their individuality through their attire. The brand’s top-selling items underscore a preference for distressed denim and relaxed, street-inspired clothing, striking a chord with a fashion-forward, youthful audience.

This Vietnamese brand is seriously bringing the heat, rooted in the vibrant energy of Saigon. Meet Paradise Saigon, a Vietnamese fashion brand that champions local culture and community, drawing inspiration from the vibrant life of Ho Chi Minh City.

Their collections often feature casual streetwear staples with unique graphics and motifs. You’ll find a range of apparel like graphic tees (e.g., “ZAZADISE TEE,” “HOLY NUOC MAM TEE”), hoodies, denim, and accessories like caps and bags (like the “UNITY CROISSANT BAG”). Their aesthetic often blends urban cool with subtle nods to Vietnamese identity, creating pieces that resonate with a youthful and modern audience.

Just checking out AKA.MYDINH’s Instagram page is giving off some seriously distinct vibes even if the full aesthetic isn’t spelled out. We’re seeing pieces like the “Bricky Shorts,” “Tickety-Boo Shorts,” and “Cher Top,” which hints at a playful, possibly even cheeky, style with unique naming conventions. There are also “Champagne Weather Skirt” and “Red Spirulina Bikini Set,” suggesting a range from quirky casual to bold swimwear. It feels like a brand that’s not afraid to be a little different and expressive.

Aesir by David Le is seriously a whole vibe! This brand, founded by David Le just before the pandemic, is all about individuality and self-expression. They’re dropping fire pieces that are totally genderless and size-inclusive, which is a huge win.

Aesir blends everything from athleisure to punk to high fashion, giving you that effortlessly cool, deconstructed aesthetic. Think clean styles, sick colors, and eco-friendly materials – because sustainability is a major flex. If you’re into clothing that tells a story and lets you be unapologetically you, Aesir is def one to watch.

Bunnyhill Vietnam is definitely a brand to have on your radar if you’re into that minimalist-chic, effortlessly cool vibe with a touch of sophistication. They’re all about clean lines, flattering fits, and high-quality fabrics that feel amazing on. Think pieces you can literally dress up or down, making them super versatile for any occasion – whether you’re going for “casual cool” or “street-style edge.”

They’re not just serving looks, though; it’s also about comfort and timelessness. Their stuff is designed to last and blend seamlessly into your wardrobe, making you look polished without even trying too hard. If you’re into understated yet impactful fashion that’s both elegant and modern, Bunnyhill is totally it.

Alright, if you’re sleeping on Latui Atelier outta HCMC, you need to wake up! This brand, founded by makeup artist Xi Quan Le, is totally redefining what local fashion can be. They’re serving up some seriously avant-garde, boundary-defying looks that mix Y2K vibes with a raw, punk edge.

Think subversive basics, like their iconic low-rise “ASSylum*69 Jeans,” or edgy corset tops and ripped details that aren’t afraid to make a statement. Latui is all about that unapologetic self-expression and embracing individuality. They’ve even got international stars like Rosé from Blackpink rocking their pieces, so you know they’re legit. It’s giving “fashion-forward apocalypse survivor meets high-fashion rebel.” Major cool points.

Tatichu, hailing from Vietnam, is seriously shaking up the fashion scene with its unapologetically bold aesthetic. If you’re into clothing that screams confidence and a bit of “IDGAF” energy, then this brand is probably already on your radar.

They’re not afraid to play with edgy details like distressed denim, fierce leopard prints, and sleek leather pieces, often incorporating unexpected cuts and silhouettes. Think super cropped tops, daring mini skirts, and cool, oversized jackets that just make an outfit. Tatichu’s vibe is all about embracing your individuality and expressing yourself with statement pieces that are both trendy and timelessly cool. It’s giving main character energy, always.

This article was originally published in FEMALE.