📈 Rising Popularity
Vietnamese fashion brands are gaining fans online as both celebrities and fashion enthusiasts embrace them. For instance, when Jennie from Blackpink posted pictures of a new eyewear collection, fans noticed her gray miniskirt from L Seoul. This “Jennie effect” nearly crashed L Seoul's website with orders. Hashtags like #Vietnamfashion have garnered millions of likes. Phan Hoang Hanh, a dressmaker in Hanoi, receives over a dozen overseas orders monthly, making up a third of her clientele.
🌟 Celebrity Endorsements
Vietnamese brands are favored by stars such as Beyoncé, Rihanna, and Katy Perry. Young influencers like Bella Hadid and Doja Cat also endorse these brands. Rebecca Morris from RMIT Vietnam noted, “A lot of local brands kind of exploded over the last few years; it really testifies to the power of social media.”
🛍️ Sustainable Choices
Shoppers are turning away from Chinese fast fashion brands like Shein and Temu due to their poor quality and unethical practices. Instead, they prefer Vietnamese brands using natural fabrics. Jovanka Yaputra, a fashion student, found several small Vietnamese labels using durable, eco-friendly fabrics. “Big fast fashion brands are out,” she said.
🌍 Global Reach
Vietnamese fashion brands are expanding their reach. L Seoul is opening a shop in Bangkok, with plans for Dubai. About 60% of its customers are now outside Vietnam. However, experts believe Vietnamese brands should stay small to maintain their distinctiveness and sustainability. “I think we can do our own version, which is accessible, not necessarily as cheap, but is sustainable,” said Morris.
Would you switch to sustainable fashion brands?
