The trend of green fashion consumption is becoming increasingly strong, attracting numerous local brands or fashion houses with strengths in craftsmanship, product diversification, or high levels of personalization...
La Pham is one of the few sustainable fashion brands from Vietnam to have a presence at major international fashion weeks such as Paris and London.
Having founded the La Pham fashion brand in Vietnam after more than 20 years of settling and building her career in Switzerland, Pham Ngoc Anh chose sustainable fashion.
Sharing with reporters, she said: "Vietnam has 54 ethnic groups with 54 treasures of fashion culture, containing countless codes, patterns, colors… The traditional methods of weaving, dyeing, sewing, knitting, embellishing, and handcrafting of these ethnic groups are very interesting."
Above all, it's the clothing; each garment tells a story about life, aesthetics, history, art… Anything can be turned into a 'legend,' from the story of choosing indigo dye to the story of growing hemp, spinning yarn, rolling stones to make fabric, and drawing with beeswax."
La Pham at House of iKons London Fashion Week 2024
Go to the raw material source and find artisans who make eco-friendly fashion.
Embarking on a "sustainability" journey, La Pham embarked on a quest to trace the source of raw materials, completing a green process for the products of designer Pham Ngoc Anh. She explained that to create unique ao dai (Vietnamese traditional dresses) from pristine silk fabrics, she and her team visited numerous silk-producing regions, from Nha Xa ( Ha Nam ) to Bao Loc (Lam Dong)...
To create brocade designs that appeal to Vietnamese expats, Europeans, Americans, and others, she traveled extensively in the northern mountainous regions, visiting the homes of ethnic Thai, Dao, and Mong dyers and embroiderers. This journey, lasting months, was not only about finding materials and design inspiration, but also about learning traditional production methods. Her goal was to contribute to preserving traditional values while minimizing environmental impact and protecting consumer health.
"When I went to Hoa Binh, Lao Cai... to learn from ethnic minority people how to dye fabrics using natural materials, how to embroider and embellish traditional designs, and together with them to create costumes that bear the distinct mark of the local culture, satisfying fashion enthusiasts who love culture, I believe that a green circle has been created around the product," said designer Pham Ngoc Anh.
"Green fashion in Vietnam is developing rapidly, attracting more and more sophisticated and discerning customers. Their understanding of sustainable fashion, crafts, and traditional arts is a source of inspiration and motivation for those working in green fashion. It can be said that fashion is only truly green and sustainable when it belongs to a community," said designer Pham Ngoc Anh.
Choosing the right "partner" opens the door for green fashion to flourish.
Sustainable fashion consumers have long been known to come from Europe, the US, or Japan. However, this has recently changed. Many domestic customers have become devotees of green fashion.
"While fast fashion holds a large market share but isn't necessarily strong, sustainable fashion is becoming increasingly stable. Although the price is higher, green products are durable, good for health, environmentally friendly, and possess unique aesthetics and timeless designs, thus winning over a wide range of customers, from high-end fashion enthusiasts to artists, researchers, managers, and social activists," said designer Pham Ngoc Anh.
Singer Pham Anh Khoa and brocade designs by La Pham. The participation of celebrities in the green fashion trend helps to strongly spread the sustainable value of the products.
Cellist Dinh Hoai Xuan in a cyanotype-printed silk ao dai from the "Cloud Reflection on Silk" collection, a perfect blend of Hue's cultural heritage and contemporary style by designer Pham Ngoc Anh.
People's Artist Tran Ly Ly, Director of the Performing Arts Department, Ministry of Culture, Sports and Tourism, in a "green" design by La Pham.
Miss Duong Thuy Linh shows off her figure in a design by designer Pham Ngoc Anh.
Leading the green fashion trend, KOLs, celebrities, and artists who love green fashion are opening up strong potential for its development, bringing about fresh new definitions of fashion. Through their expressions, sustainable fashion becomes more stylish and impressive.
The collaboration of influencers with green fashion strengthens sustainable fashion, fuels idol-driven shopping, and makes green fashion not just an industry but a future…, model Dung Duong commented.
Model Dung Duong, one of the devotees of green fashion, said: "The fact that celebrities, KOLs, and artists love and use sustainable fashion is like a domino effect, spreading a positive message to millions of fans. They become ambassadors of sustainable lifestyles, inspiring the public to pay more attention to the origin and impact of the clothes they wear."
This not only helps raise awareness about sustainable fashion but also creates a wave of love for green fashion in society, encouraging more manufacturers to pursue more sustainable business models."
Source: https://thanhnien.vn/thoi-trang-tre/nha-thiet-designer-pham-ngoc-anh-chon-dung-nguoi-yeu-thoi-trang-xanh-se-phat-trien-185240913203329458.htm
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