Vietnamese minimalist fashion

Following global trends, some Vietnamese fashion brands and consumers are clearly embracing minimalism amidst significant social and environmental changes.

Minimalist lifestyles in general, and minimalist fashion in particular, have been popular worldwide for decades. In recent years, this trend has begun to be introduced quite a lot in Vietnam through popular books such as "A Book on Minimalism" (Chi Nguyen), "The Minimalist Lifestyle of the Japanese" (Sasaki Fumio), "The Art of Pursuing Minimalism" (Greg McKeown)... In addition, minimalist time is also starting to attract attention from Vietnamese people.

Simplified and sustainable

Expert Dung Tô (founder and leader of the Eva De Eva brand during its first 15 years; currently a speaker, ambassador for the trend forecasting organization WGSN, and CEO of Style Lounge) believes that minimalist fashion has a strong influence, stemming from major social and environmental changes. Factors such as economic recession, climate change, and the explosion of technology have led to profound changes in consumer demand. Today's consumers are gradually abandoning the habit of using fast-fashion, cheap, and short-lived products in favor of owning more durable and long-lasting items. "As society increasingly focuses on sustainability and environmental responsibility, minimalist fashion is not just a trend but also an expression of a conscious lifestyle," Ms. Dung Tô commented.

Fashion expert Dung Tô models the Style Lounge collection herself.

Photo: Provided by the interviewee

Driven by her passion for fashion, Ms. Tran Phuong Dong founded the White Chic brand in 2022. Initially, she focused on developing products that created an elegant and creative look with intricate details, diverse materials, and varied silhouettes. However, in 2024, White Chic shifted towards a minimalist style. The CEO shared: "Over time, I realized that elegance doesn't necessarily have to be expressed through elaborate designs. The minimalist style helps focus on the true essence of beauty in fashion, which lies in refined materials, meticulous details, and most importantly, lasting value."

After more than a year of intense effort, White Chic has undergone a comprehensive transformation in both design direction and production process, with the Rebirth collection marking a significant turning point. Instead of chasing trends, the brand creates highly practical designs that can accompany wearers for extended periods. The products focus on simplicity, using high-quality materials, precise silhouettes, and meticulous tailoring techniques involving 14 stages of production. Furthermore, the brand contributes to inspiring a minimalist, sustainable, and responsible lifestyle through activities such as tree planting, donating trees, and collecting recycled clothing.

White Chic's minimalist design

Photo: Provided by the interviewee

From his role as a devotee of minimalist fashion, Pham Thai Khang created the men's fashion brand MEnimal based on his own style. The 9X generation entrepreneur shared: "Fashion is expressed through two prominent characteristics: the simplification of unnecessary details to create the core of simplicity and the liberation from the concept of traditional beauty, gender, or age." With MEnimal, he wants to create a sustainable, timeless wardrobe for men. Minimalist dressing means choosing clothing that is simple, with few details and accessories; and colors that lean towards neutral, dark, or monochromatic tones.

The potential of minimalist fashion

Fashion expert Dung Tô emphasizes that minimalist fashion is not simply about design simplicity, but also about optimization – less is more. This means focusing on quality over quantity, ensuring that each item in the wardrobe is valuable and highly functional. Therefore, it's not just a fleeting trend, but a reflection of humanity's deep need for sustainability, individuality, and a sophisticated lifestyle.

Singer Hieuthuhai wore a minimalist outfit from MEnimal.

Photo: Provided by the interviewee

Not just White Chic, Menimal, or Style Lounge, but currently dozens of domestic Vietnamese fashion brands are choosing a minimalist approach. This raises questions about competition and development potential. Ms. Dung To believes that what creates a competitive advantage for a minimalist brand doesn't lie in following any particular trend, but in its ability to tell its own unique story. Accordingly, each brand must identify its specific customer segment, deeply understand their needs, and possess unique competitive advantages. From there, the brand can create its own distinctive style through characteristic designs. In addition, a creative marketing strategy also contributes to creating a unique identity. This expert stated that, in reality, the cycle of a trend can last up to 20 years. The return of the minimalist trend in recent years and the values ​​it brings show that this is a trend with a long lifespan in the future.

Commenting on the potential for growth in 2025, expert Dung Tô cited data from a BMI Research report showing that the Vietnamese fashion market is projected to grow at a rate of approximately 15-20% annually during the 2023-2025 period, thanks to the expansion of the middle class and increased consumption among young people. Meanwhile, a Nielsen survey in Vietnam indicated that 73% of consumers are willing to pay more for sustainable fashion products. These are positive signs for domestic brands to develop minimalist and environmentally friendly product lines.