Transforming amidst the 'storm' of closures

After nearly 2 years of making up losses to maintain the store, Lam Khue founder - Huong Pham shared that keeping the brand alive during this period is a battle to avoid being "drowned". After trying every way but still not being able to turn the situation around, she decided to stop.

PHOTO: PROVIDED BY DESIGNER

Although this door has closed, many designers have opened or are opening another door for themselves by simultaneously running a younger brand. Do Hai Yen has Silàme, Huong Pham has Viyen, the "Made in Vietnam" handbag brand Luuvietanh is the "short-term to long-term" strategy of designer Luu Viet Anh on his journey to pursue his passion.

The bright side of Vietnamese fashion in the first half of 2025 is the newly opened stores of Phan Dang Hoang, Van Van... Brands, even with stores, are always looking for new distribution channels and e-commerce platforms to reach multinational customers and increase international activities. Designer Ngo Hoang Kha is the only representative of Vietnam to reach the final round of the Asian competition on sustainable fashion design (Sustasia Fashion Prize 2025). He will have a performance at Singapore Stories 2025 , a program organized by the Singapore Fashion Council in September. Meanwhile, designer Nguyen Tien Truyen has just made a mark for Vietnamese fashion when 12 designs he collaborated with stylist Kevin Germanier were shown at the Paris Haute Couture Week, France (July 10).

Using fashion to tell the story of Vietnamese identity is a highlight of young brands. Vietnamese silk and handicrafts become the main creative materials when Falvaon by Luu Viet Anh introduced My A silk, Gia Studios used dyed lacquer silk, amber-colored Tan Chau silk... Designer Phan Huy marked his success with a series of costumes recreating the beauty of the Vietnamese countryside when performing in France (7.7)...

It is still a cultural story, but young people do not tell the story of the ao dai over and over again. They distill the best of tradition and techniques that have been cultivated for many years to create their own. Vietnamese fashion appears unique, both approaching the spirit of international fashion and reflecting the Vietnamese cultural identity.