Vietnamese fashion in Thailand

Leveraging the influence of idol culture and favorable geographical conditions, many Vietnamese fashion brands have chosen Thailand as their first destination to "go global" on their journey to bring Vietnamese brands to the world.

Accessing international markets from Thailand

Vietnamese fashion is not only making a splash in the international market through runway shows and being chosen by famous artists, but it has also taken a big step forward by opening stores right in Bangkok, the capital of Thailand. At the end of 2024, two names that were constantly mentioned included the everyday fashion brand Yody and the designer fashion brand Lsoul.

Lsoul fashion on the runway at Shanghai Fashion Week 2025

Photo: NTKCC

Runner-up and supermodel Hoang Thuy will be modeling for Lsoul at Shanghai Fashion Week 2025.

Photo: NTKCC

Vietnamese singer My Tam wore an outfit by Lsoul.

Photo: NTKCC

K-Pop girl group Aespa appears in a magazine wearing outfits by Lsoul.

Photo: NTKCC

Brand founder Nguyen Trong Lam stated that before opening its flagship store in Thailand, Lsoul was already a Vietnamese brand known and loved by Gen Z in Thailand. Young Thais who came to Vietnam on shopping trips purchased clothing directly at the store. In addition, the number of Thai customers ordering through the website and Facebook was also very stable. The list of Thai celebrities who favored the Vietnamese brand includes: Lisa from BlackPink, Namtan, Film, Miss Grand Juthamas runner-up Mekseree, MYYU... along with a series of popular YouTubers such as Apple Lapisara, Milky Praiya, Janis Janistar… "We also conducted 'tests' through social media channels like TikTok and X... to directly reach young Thais and received very positive feedback. All these factors motivated us to choose Thailand as our first 'go global' destination," the founder, born in 1995, shared.

In the context of a challenging market, where many businesses are shifting to online operations and leveraging e-commerce to save on operating costs, the opening of a physical store demonstrates the long-term commitment of the Vietnamese brand to the Thai market. The physical store allows Lsoul to directly convey its spirit, image, and message to customers; it also facilitates specific marketing campaigns and the implementation of after-sales service and customer appreciation policies tailored to each region.

Operating since 2014 and reaching the milestone of 280 stores at its 10th anniversary, Yody focuses on the everyday wear segment and its development strategy starts in suburban areas and small towns before expanding into urban centers. The brand's products, including polo shirts, jeans, and sportswear , prioritize versatility, sustainability, and environmental friendliness. Yody surprised many by ranking among the Top 10 leading fashion brands in Southeast Asia in 2024, alongside established giants like Viet Tien (according to Campaign Asia and Milieu Insight research company). In addition to its store in Paradise Park shopping mall (Bangkok), Yody also has an online store in Thai.

Yody's fashion focuses on everyday wear.

Photo: Yody

Yody store in Thailand

Photo: Yody

Meanwhile, Vietnamese fashion brands targeting young people are taking a more cautious approach. Nguyen Thi Ngoc Mai, founder of Dottie, stated that partnering with a multi-brand concept store (a format showcasing multiple brands in one store) is Dottie's first opportunity to bring its products directly to customers. Simultaneously, e-commerce platforms are being developed to facilitate online sales. "Thailand is a potential market because, in addition to domestic customers, there is a large international customer base. If Vietnamese fashion can conquer the Thai market, the opportunity to reach international and Southeast Asian customers will be much wider," Mai commented.

The door is wide open.

After its Thailand store successfully met expectations, Trong Lam continued to introduce the brand to Chinese customers with a runway show at Shanghai Fashion Week and the upcoming opening of its own store. Commenting on the Vietnamese brand's debut, Vogue China remarked: "In just eight years, this pioneering brand in Southeast Asia has risen from a local star to an international luxury giant."

Following its debut at SR Celebrating Local Pride 7, the Dottie brand opened a popup store in Thailand.

Photo: Organizing Committee

Dottie's outfits are trendy, youthful, and modern.

Photo: Dottie

Before being recognized as an international brand, Lsoul created a sensation known as the "Jennie effect." Over 2,000 products sold out within 15 minutes after the BlackPink singer posted a video of herself wearing an Lsoul dress on her personal page. While acknowledging the influence of celebrities in making the brand familiar both in Vietnam and the international market, Trong Lam frankly questioned: Why do celebrities choose to wear Vietnamese fashion? The answer lies in the brand's spirit, design, materials, and manufacturing process. In addition, the consulting and after-sales service contribute to the brand's success in conquering the mass market. "If we only relied on celebrity customers, we might have been eliminated from the market immediately after selling 2,000 products to people wanting to try on the outfit Jennie once wore," Trong Lam said. Accordingly, the most important goal for him and his colleagues when bringing Vietnamese fashion to the world is to affirm brand identity - maintaining its unique "quality" amidst countless international trends and tastes.

In recent years, Vietnamese fashion has become increasingly familiar to fashion enthusiasts in Thailand. Many Vietnamese designers have traveled to Thailand to showcase their collections at Thailand Fashion Week, cultural events, and diplomatic occasions. Besides established brands like Lsoul, Yody, and Dottie, many other opportunities have opened up for Vietnamese brands to reach Thai customers. Nguyen Minh Duc, Creative Director of Narc Studio, stated that the studio is currently collaborating with concept stores in Bangkok to select 10 Vietnamese fashion brands to showcase their products in stores located in three prominent locations: Siam Square Soi 2, Siam Center, and Emsphere (Bangkok, Thailand).

Source: https://thanhnien.vn/thoi-trang-viet-บน-dat-thai-185250529210825973.htm