Why is HIEUTHUHAI given special favor by Louis Vuitton at Paris Fashion Week?

HIEUTHUHAI made a special mark when he became the only Vietnamese artist invited by Louis Vuitton to attend the Menswear Spring/Summer 2026 show at Paris Fashion Week. The event took place in the modern space of Centre Pompidou, which gathered a series of top stars from around the world and Asia.

HIEUTHUHAI made a strong impression with his elegant appearance in a sparkling stone embroidered denim outfit combined with stylish beige wide-leg pants. The male rapper appeared with famous international stars such as j-hope (BTS), Jay-Z, Beyoncé, Bradley Cooper, Jackson Wang... and was seated in the front row - a prestigious position usually reserved for influential figures.

Source: Elle

What is noteworthy is the level of favor that Louis Vuitton gives HIEUTHUHAI. The male artist stayed at Hotel Le Bristol Paris - a luxury hotel with prices ranging from 50-120 million VND per night, and was able to attend a live fitting session at the Louis Vuitton headquarters - a privilege usually reserved for VIP guests and brand ambassadors.

This success is set in the context of HIEUTHUHAI building a strong relationship with Louis Vuitton since early 2024. Previously, the male artist also became the cover face of ELLE Vietnam magazine in June, introducing designs from Louis Vuitton's Fall/Winter 2025 collection.

HIEUTHUHAI in the fitting session before the show.

The fact that HIEUTHUHAI is specially favored by Louis Vuitton has sparked discussions about the strategies of luxury brands when choosing artists to collaborate with.

Before HIEUTHUHAI, Vietnam had artists who appeared at Louis Vuitton events such as Soobin who was a guest at the Louis Vuitton Men's Fall-Winter 2022 show in Bangkok, Thailand. Son Tung M-TP also regularly uses Louis Vuitton outfits and accessories at events, from the performance in Ha Long to the 2025 countdown in Ho Chi Minh City.

Untitled 4.jpg — The show invitation was shared by HIEUTHUHAI on social networks.

However, the level of favor that HIEUTHUHAI receives seems to be superior. This may stem from many factors. Firstly, HIEUTHUHAI belongs to the young generation of artists (born in 1999), which is in line with the trend of "rejuvenating" the target customers of luxury brands, especially the Gen Z generation, who are increasingly able to spend more on luxury goods than the group of customers over 30 years old who have families and tend to consider more carefully when shopping, who prefer Soobin (1992) and Son Tung (1994) more.

Second, compared to 5-6 years ago, Vietnamese artist brands have made strides in Asia and the world, attracting the attention of international brands. HIEUTHUHAI's current appeal to brands is somewhat higher than Soobin's at the same age when he caused a stir with Behind a Girl (2016). Son Tung M-TP was also announced as Gucci's "Friend of the House" in May 2023.

HIEUTHUHAI wears LV clothes for fashion photo shoot in Paris.

However, only Louis Vuitton itself knows the specific goals and strategies when inviting artists to collaborate. Factors such as influence, fit with the brand image, market growth potential and many other factors can play a major role in the brand's final decision.

However, it cannot be denied that HIEUTHUHAI's appearance at Paris Fashion Week 2025 marked an important milestone, not only in his personal career but also in bringing the image of Vietnamese artists closer to the international fashion stage. Fans are currently expecting HIEUTHUHAI to become the first "Friend of the House" of Louis Vuitton in Vietnam.

Minh Dung
Photo: Instagram, FBNV