K-pop stars are propelling Vietnamese fashion brands like La Lune and Fanci Club into the global spotlight, reshaping the country's identity as a fashion destination. Katseye, a viral girl group formed by South Korea’s Hybe and US-based Geffen Records, donned custom-made outfits from Vietnamese brand La Lune during their Coachella debut in 2026. Stylist Katie Qian, who also styles Tyla and Camila Cabello, selected the surrealist ensembles for the group’s performance.
K-Pop Stars Embrace Vietnamese Brands
La Lune, whose designs have been worn by Blackpink's Lisa and Aespa members, is among several Vietnamese brands gaining traction in the K-pop realm. Other brands include Fanci Club, known for its Y2K-inspired ruffled dresses and corset tops, and Cong Tri, whose designs have graced stars like Rosé of Blackpink. L Soul’s hyper-feminine pieces have been popular with Twice and Babymonster.
Fanci Club’s founder, Duy Tran, pivoted from reselling vintage items to designing original pieces after Blackpink’s stylist Park Min-hee requested a custom order. Today, only 30% of Fanci Club’s sales come from Vietnam, with the rest distributed globally.
Vietnam's Evolving Fashion Industry
Vietnam, traditionally known for its $46 billion manufacturing industry, is shifting towards higher-value products. Brands like Gia Studios and Moi Dien Studio are focusing on artisanal techniques. Aespa's 2021 performance in custom La Lune outfits marked a turning point for the brand, according to founder Quách Đắc Thắng, known as “Vicki Virus.”
Social media has expanded the reach of these brands, with Western celebrities like Keke Palmer and Meryl Streep wearing Cong Tri on the red carpet. Fanci Club is favored by international stars like Olivia Rodrigo and Rosalía.
A New Generation Embraces Local Craft
Vietnam’s youth, born largely post-1975, are driving the country's cultural boom. With K-pop evolving beyond Korean stars, Vietnamese members like Hanni of NewJeans bring further visibility to homegrown labels. The rise of K-pop has coincided with Vietnam's economic surge, marked by 53 months of GDP growth.
Fanci Club's Tran emphasizes the unique heritage of Vietnamese fashion, which blends local craftsmanship with global trends. The brand opened its first flagship store in 2024, showcasing its designs beyond digital images.
Potential for Growth in Global Fashion
New York-based publicist Gia Kuan notes that Vietnamese brands are gaining a foothold on the international stage. Phan Huy's presentation at Paris Haute Couture in 2026, as the first Vietnamese couturier, highlights the growing influence of Vietnamese designers. The success of these brands reflects a broader trend of Southeast Asian talent making waves in the global fashion industry.
As Vietnam’s fashion labels continue to rise, they offer a fresh perspective, challenging perceptions of the country as merely a production hub and establishing it as a source of creativity and innovation.
Source: https://www.vogue.com/article/k-pop-stars-are-fueling-the-rise-of-vietnamese-fashion
