Vietnamese fashion is popular in Southeast Asia.

Artists and young people in Southeast Asian countries such as Singapore, Thailand, and the Philippines are increasingly developing a special fondness for Vietnamese fashion.

Báo Thanh niên•25/05/2026

The new status of sustainable fashion in Vietnam

Vietnamese fashion has not only become a trending hashtag on many social media platforms but has also attracted attention from international fashion magazines. Ngo Hoang Kha, the founder and designer of the KHAAR brand, was praised by Elle Singapore for "transforming textile waste into purposeful fashion products through meticulous craftsmanship." The article also introduces three pioneering Vietnamese brands: KHAAR, Moi Dien, and Onetone.

Vietnamese fashion is popular in Southeast Asia - Photo 1.

Singaporean actor Richie Koh wore a suit handcrafted with over 15,000 crystals from the brand Unique.

PHOTO: NTKCC

Vietnamese fashion is popular in Southeast Asia - Photo 2.

Filipino beauty Marian Rivera tries on outfits for Hacchic Couture's 2026 Private Tour.

Ngo Hoang Kha said he first brought his designs to Singapore when he reached the Top 12 of the Audi Star Creation 2013 competition. Later, after launching his own brand, he and co-founder Christine Lek continued to lead KHAAR to the Top 10 of the Vogue Singapore x BMW Innovation Prize 2024. The young sustainable brand was also fortunate to receive guidance from Ting-Ting Zhang (CEO of Singapore Fashion Council) in design development, thereby "unlocking" many more opportunities. At the Singapore Stories 2025 show, the RICE/Rise: From Fields to Pixels collection made a big impact by offering a perspective on Vietnamese culture through the lens of the digital age. Each outfit is a blend of images of rice fields, buffaloes, handcrafted materials, pixel effects, and digital thinking... From a small experimental pop-up, the brand has now secured its own charming space at DORS at Design Orchard - a design, fashion, and lifestyle space in the heart of Singapore. In this way, KHAAR has steadily marked the emergence of sustainable Vietnamese fashion in the region.

Vietnamese fashion is popular in Southeast Asia - Photo 3.

A design from the Rice/Rise: From Fields to Pixels collection.

Ngo Hoang Kha observed that aesthetic tastes and fashion preferences in Singapore are quite diverse. He said: "Those who appreciate sustainable fashion are often businesspeople, collectors, and politicians with refined aesthetic sensibilities. They are quite discreet, calm, and not overly interested in the entertainment world or the glitz and glamour of mass media. Fashion customers in the Lion City are willing to pay for artistic, handcrafted, and unique items, especially designs repurposed from fabric scraps and textile waste."

From Southeast Asia to all of Asia and the world

At the recent Star Awards 2026 red carpet event in Singapore, three artists – Richie Koh, Jona Chung, and Desmond Ng – all wore outfits from Doc Ban, a brand founded by designer Ho Tan Tai in 2015. For over a decade, Ho Tan Tai has consistently focused on quality over media attention or the glitz and glamour of the runway. From his Giong collection, inspired by the image of Saint Giong, the brand has naturally gained a reputation for its unique designs and is loved by many Vietnamese artists. Opportunities to design for international artists came to him naturally. He even received orders from clients in Thailand, the Philippines, and other countries, who secretly purchased his products and tagged the brand on Instagram after wearing them. The designer from Ben Tre believes Vietnam has great potential for development thanks to its ability to quickly adapt, its creativity, and its capacity to rapidly update to global trends. However, the limitations lie in production capacity, raw materials, labor, technology, etc. "We still lack a standardized process to make a local brand go viral and reach international levels, something only a few pioneering designers have achieved," said designer Ho Tan Tai.

Vietnamese fashion is popular in Southeast Asia - Photo 4.

Mai Davika wore a stylish outfit by Latui Atelier.

PHOTO: LATUI ATERLIER

When discussing the popularity of Vietnamese fashion in the region, it's impossible not to mention famous female celebrities. Marian Rivera, "the most beautiful woman in the Philippines," is a loyal customer of Hacchic Couture. She wears Vietnamese clothing on many important occasions such as her wedding anniversary, judging competitions, attending award ceremonies, and film festivals... and has gradually become a special bridge between the Vietnamese brand and the Philippine market. Thai model and actress Mai Davika also openly expresses her love for Vietnamese fashion on her personal page with over 17 million followers. She owns a wardrobe full of famous Vietnamese local brands such as DATT, Latui Atelier, Fancì Club, Lsoul... In addition, Vietnamese fashion is regularly featured in various media publications. Das La Vie was mentioned by Vogue Philippine in an article introducing "10 Southeast Asian designers reshaping everyday life through craftsmanship"; Malaysian lifestyle magazine FirstClasse praised "Vietnamese fashion is gaining increasing global recognition, shaping and catching up with trends" in an article introducing eight brands: Montsand, Fancì Club, La Lune, Latui Atelier, Lsoul, Huelleyrose, Viery Studios, and Bunny Hill Concept.

Vietnamese fashion is popular in Southeast Asia - Photo 5.

Marian Rivera wore a sequined Hacchic Couture gown while serving as a judge on the popular dance show Stars on the Floor in the Philippines.

Vietnamese fashion is popular in Southeast Asia - Photo 6.

Designer Ngo Hoang Kha and his small corner showcasing sustainable Vietnamese branding at DORS at Design Orchard in Singapore.

The aforementioned highlights demonstrate the efforts of fashion designers to bring Vietnamese fashion beyond borders. A common thread among popular representatives in international markets is their ability to stay rooted in cultural elements. Designer Ngo Hoang Kha's fashion subtly and suggestively conveys Vietnamese culture, easily recognizable and combined with contemporary ideas and aesthetics. Handcrafted techniques are one of the most important factors for sustainable Vietnamese brands to gain attention from fashion professionals and enthusiasts in the region. He believes that the craftsmanship of artisans, traditional craft villages, and the creativity of young workers in the industry are strengths and fertile ground for Vietnamese designers to "nurture." Kha shared: "Culture and language may differ between countries, but visual beauty, unique sophistication, and the hard work and creativity conveyed through hands will always be easily felt by the heart without the need for words or language."

Source: https://thanhnien.vn/thoi-trang-viet-duoc-ua-chuong-o-dong-nam-a-185260524214036039.htm