st year, especially those nestled inside old buildings renowned for housing unique boutiques by rising labels. Meanwhile, in Thailand, it is easy to spot Vietnamese fashion labels inside Bangkok’s shopping hotspots, such as Platinum Fashion Mall or Siam Square, with retail prices two to three times higher than in Vietnam. The exact reason behind the sudden surge in the popularity of Vietnamese designer brands in this market remains unclear. However, endorsements from various Thai celebrities like Lisa or Aoom Thaweeporn, who have the power to sway consumer preferences and create trends, have likely played a significant role. Their endorsements of Vietnamese designers have sparked the curiosity of Thai consumers, encouraging followers to seek the labels out. Tourism push Ha Mi Tran, co-founder at SR Fashion Business School & Style-Republik.com, told Inside Retail the growth of tourism is among the main drivers expanding the global exposure of Vietnamese fashion labels. “These brands are less popular than major global brands found in other countries,” Mi said. “Vietnamese brands are particularly appealing due to their affordability and accessibility, making them a popular choice for international customers who may not find these options in their home country.” The BoF-McKinsey State of Fashion 2024 Consumer Survey indicates a strong link between the tourism and fashion industries. About 80 per cent of global respondents anticipate shopping for clothes, footwear, and accessories while travelling, with 28 per cent planning to spend more than the previous year, offering new growth opportunities for brands and retailers. However, tourism is not the only driving force behind the global exposure of Vietnamese fashion brands. Vietnam has long been one of the world’s major manufacturing hubs of footwear and apparel products for many global fashion powerhouses, including H&M, Nike, and Adidas. Yet, the fashion retail industry only started shaping its form in the past few years. The country’s fashion industry has seen the rising popularity of young designers making their way out of their home market. Mi said the trend was also largely driven by the popularity of pioneering Vietnamese fashion designers, including Nguyen Cong Tri, Gia Studios, Subtle Le Nguyen, and Fanci Club. “The world is beginning to pay attention to Vietnamese designers,” Mi said. Increasing global exposure through celebrity endorsements Launched in 2018 by Vietnamese designer Tran Khanh Duy, Fanci Club, which is known for its Y2K aesthetics and bold designs made from materials such as nylon, spandex, and deadstock mesh, was among the pioneers of a new fashion wave. The brand has captured international attention with designs endorsed by global celebrities such as BlackPink, Olivia Rodrigo, Doja Cat, Sabrina Carpenter, and supermodel Bella Hadid. Last year marked La Lune’s crossroads when Blackpink’s Lisa wore its customised Guillotine Top in the girl group’s world tour concert in the US, the brand’s first product produced using 3D printing techniques. It also collaborated with the K-pop girl group Aespa, further capturing fashion fans outside Vietnam. Other Vietnamese fashion brands endorsed by global stars include Ononmade and Bupbes. These endorsements have helped to elevate the profile of Vietnamese designs on the global stage, showcasing the creativity and innovation of designers like Tran Khanh Duy or Quach Dang Thang. This has led to increased opportunities for Vietnamese designers to collaborate with international brands and showcase their talent on a global scale. Vietnamese designs were also brought to the world’s fashion capitals by local fashionistas, such as Khanh Linh, Chau Bui and Quynh Anh Shyn. “Thanks to social media networks, it becomes easier for international customers to access local brands,” Mi added. More affordable fashion labels like Lseoul, She By Shj, Stressmama and Levents also benefited from influencers, gaining traction on social media outside their home market. Lseoul entered Thailand last year under a partnership with e-commerce giant Lazada, marking the first Vietnamese fashion brand to join the platform in that country. Meanwhile, Levents introduced the Levents Crew project in collaboration with retailers in Singapore, Japan, the US, and South Korea to further reach its overseas customers. The affordability and unique designs offered by Vietnamese brands may also be contributing factors to their growing popularity in other markets. The early stage of growth Despite the recent global exposure, it will be a while before the new generation of Vietnamese fashion brands can compete with other regional brands as retailers. This is mostly because, in comparison to more established regional businesses, Vietnamese fashion firms are still in their infancy and have limited resources. These businesses can encounter difficulties in building a solid consumer base outside of Vietnam and gaining awareness in the marketplace. According to Mi, to compete with regional players and secure international customers’ interests, Vietnamese fashion labels should have brand stories and a proper production system, from sourcing to retail stores, making sure stocks are available once the collection is introduced. She believes fashion businesses should analyse domestic and international customer behaviour to have a strong, accurate overview and insight into buyers’ profiles and preferences. “It is necessary to have thoughtful after-sales programs so that customers are not afraid of geographical distance,” Mi added. “There will undoubtedly be more tourists as tourism grows, which will boost all aspects of tourism, including fashion shopping. However, foreign consumers will view Vietnamese fashion goods as substandard if Vietnamese brands do not promise quality,” she said. “This could potentially hinder the growth of the fashion industry in Vietnam and limit its potential to attract international shoppers. Therefore, Vietnamese brands must prioritise quality and ensure that their products meet global standards to thrive in the competitive market and establish a positive reputation among foreign consumers.” Ha Mi is also behind the SR Celebrating Local Pride [in design] fashion show project, which takes place twice a year to help inspire and expand the local fashion community and further promote young Vietnamese fashion brands. This year, SR Celebrating Local Pride partnered with South Korean e-commerce startup Bidu to bring ‘See now, buy now’ feature to the runway, allowing buyers to purchase fashion items from brands as it was showcased on the catwalk. This story first appeared in the February 2024 Inside Retail Asia magazine.