Vietnamese fashion in the Middle East

The Middle East is a promising market for Vietnamese fashion. In recent years, "made in Vietnam" designer fashion has made its presence felt in Dubai (UAE) and Saudi Arabia through various channels, from partnerships with local companies and wholesale distribution channels to e-commerce.

Báo Thanh niên•20/07/2025

Building a Vietnamese fashion design community.

Despite being established only in 2024, The Viet Concept (TVC) has quickly become one of the most reputable retail platforms for Vietnamese designer fashion in the Middle East. TVC currently connects 24 Vietnamese brands with customers in Dubai and Saudi Arabia, including prominent names such as White Plan, Hobb, Das La Vie, Hueleyrose, Must Have, Caostu, PHAM studio, Lassy, Keira Tong, Do Long, Lecia, and Calista...

The founder of TVC is Le Kim Thuy Trang, a well-known figure in the hotel industry and a loyal fan of Vietnamese domestic fashion. Her confidence in bringing Vietnamese fashion to the international stage stems from the praise of her foreign friends and colleagues, and from the clothes she bought for them during her visits home. In addition, Trang's life experience, understanding of the culture and lifestyle of women in the Middle East, honed during her three years living and working in Dubai, is also a valuable asset.

Thời trang Việt ở Trung Đông- Ảnh 1. — Caostu fashion in The Viet Concept's Dubai market launch collection.

"I am proud to have successfully introduced many Vietnamese-designed fashion brands in Dubai and sold products at their true value; initially creating a community of designers and enthusiasts who appreciate high-quality designs from independent Vietnamese designers," Thuy Trang shared. The 9X generation designer noted that the UAE (United Arab Emirates) and Saudi Arabia are two countries with high purchasing power and vibrant consumer trends. Dubai has the advantage of being both a rapidly growing consumer destination and facing little competition in the niche fashion segment. Only about 10% of the population in this region are native Emirati, while the rest is a multi-ethnic community from the UK, Russia, Ukraine, India, Pakistan, the Philippines, and other countries. The aesthetic tastes of Middle Eastern women are undergoing a diverse shift, from "modern modesty" (modern, discreet fashion suitable for Muslim women, characterized by layered clothing, ankle coverage, long sleeves, and high necklines) to more free and liberal styles. These are favorable conditions for Vietnamese designs to be well-received.

Thời trang Việt ở Trung Đông- Ảnh 2. — Designer Tra Linh and models at her show in Dubai in June.

However, achieving these current milestones has been a continuous process of trial and error, constantly putting ourselves in the perspective of the locals to develop appropriate marketing strategies. In addition, the "super-fast" packaging, shipping, and delivery policies have also played a crucial role in making Vietnamese goods popular. TVC is the first e-commerce platform to guarantee orders delivered from Vietnam to Dubai in just two days after placing the order.

Great potential, high competition.

The Middle East has been and continues to be a strategic market in Vietnam's journey to bring fashion to the global stage. However, the unique cultural, religious, and political characteristics of the region pose significant challenges for Vietnamese brands.

Another trend of Vietnamese-made fashion present in Dubai and the Middle East in general is independent brands like C.Dam and Montsand. Many financially strong companies are adopting the approach of collaborating with local distributors or using wholesale channels to directly reach Arab customers. Designer Tra Linh considers the Middle East one of her brand's most loyal markets over the past two years. Her brand recently held a successful fashion show in Dubai, showcasing a collection specifically designed for this market.

Thời trang Việt ở Trung Đông- Ảnh 3. — The founder of The Viet Concept - Le Kim Thuy Trang

During her journey of exploring and connecting with partners in the Middle East, designer Linh Nga had a proud personal experience as Vietnamese fashion received objective and genuine praise. While visiting the Museum of Islamic Art in Doha, Qatar, Linh Nga was invited by a photographer to take pictures because he was so impressed with the outfit she was wearing. The Vietnamese designer's image subsequently appeared on a popular Qatari blog. "The feeling of pride lingered when I saw my photo chosen as the representative image for the museum's May events. Each time this happens, it reinforces my deep belief that Vietnamese fashion can and will have a place on the global fashion map," the designer confided. She also announced that she will be participating in a runway show at Dubai Fashion Week in September to meet clients in the Middle East in person.