The collection "Fragrance and Colors of Vietnam" makes a strong impression

The language of materials and memory

The collection "Fragrance of Vietnam" by designer Vu Thao Giang is a return to the roots, where intangible cultural heritage is awakened through the language of fashion .

The collection marks nearly a decade of her involvement with ao dai design, while also opening up a new approach in bringing national identity into the contemporary flow.

Amidst the brilliant atmosphere of the 2025 Ao Dai Tourism Festival, when the Ao Dai flaps flutter like the musical notes of the country, Vu Thao Giang brings "Fragrance of Vietnam", a harmony between tradition and creativity, between heritage and time.

As a Tay ethnic designer, born in the 90s, she chooses to tell stories about her homeland through materials, shapes and emotions.

The collection is a subtle combination of colors, materials and shaping techniques, like a dialogue between the past and the present.

Inspired by the embroidery art of the craft villages, from the brocade patterns of the Tay, Nung, Thai, Dao people, to the folk melodies of Quan Ho, Ca Tru, Hat Xam, Cheo, and the practice of Then singing and Tinh lute, Vu Thao Giang listens to the heartbeat of the heritage and transforms it into visual language on each flap of the dress.

“I was born in the heart of the mountains and forests of the Northeast, where culture permeates every breath. I want each design to be a ‘cultural ambassador’, bringing Vietnamese heritage closer to the world ,” Vu Thao Giang shared.

“The Fragrance of Vietnam” uses soft velvet like a lullaby, delicately woven lace like a painting of the countryside, shimmering brocade like the full moon and smooth satin like the river of the homeland.

Each dress is a story, a perfect combination of materials, where the past meets the present in a modern spirit.

Vu Thao Giang chose her own path, bringing regional identity to the catwalk. For her, fashion is a way to tell cultural stories, a journey to extend national memories through each stitch.

Her name is associated with many collections bearing strong cultural imprints such as "Vietnam brocade", honoring the beauty of heritage through double-sided printing and embroidery techniques; "Northeast Breath", "Vietnam's Fragrance", "Heritage Colors"... designs that recreate the poetic cultural space of the highlands.

Recently, she continued to introduce “Golden Imprint” and “Prajna”, inspired by royal architecture, mosaic ceramics, traditional motifs, expressing the spirit of fusion between classical and modern.

When fashion becomes a bridge between culture and tourism

Vu Thao Giang has left her mark on major catwalks such as the Ho Chi Minh City Ao Dai Festival or the program "Song Cau - Source of Heritage" with a catwalk in the middle of the river nearly 60 meters long.

Every time she appears, she conquers the audience by telling stories with material and emotion.

In 2022, she was honored with the "Outstanding Tourism Product Design" award at the Conference on Tourism Development Linkage of Ho Chi Minh City and 8 Northeastern Provinces, a reward for her persistent journey of making fashion a bridge between culture and tourism.

Recently, the Ministry of Culture, Sports and Tourism invited her to participate in the "Cultural Essence" section at the 2025 Autumn Fair, where she continued to introduce "Fragrance of Vietnam" in the art exhibition space.

From highland brocade patterns to stage lighting, from folk songs to modern tailoring techniques, Vu Thao Giang is doing what many people dream of: Turning heritage into fashion, turning the Vietnamese ao dai into a common language of national beauty and pride.

The 2025 Ao Dai Tourism Festival was organized by the Hanoi Department of Tourism at the Hanoi Museum from November 6-9. The event opened a series of activities to honor the beauty of Vietnamese Ao Dai and promote the image of tourism in the capital.

Source: https://baovanhoa.vn/giai-tri/bst-huong-sac-viet-nam-gay-an-tuong-manh-180062.html