VietNamNet Bridge – Thanks to TV shows like Viet Nam’s Next Top Model as well as social media and film stars, the image of the local “fashionista” has emerged as a powerful role model. Thu Anh reports.

Traditional: Young actress Angela Phuong Trinh of HCM City at the 69th Cannes Film Festival in a silk dress embroidered with folk art made by artisans from Bac Ninh Province’s Dong Ho Village. The dress was chosen by her Vietnamese stylist Hoang Ku. Photo courtesy of Angela Phuong Trinh’s Facebook

Young Vietnamese fashion professionals, often known in the media as “fashionistas”, are out to show the world that local design can proudly stand along the best from Hong Kong, Tokyo, Milan or Paris.   

“We were the first people who were called fashionistas in Viet Nam. But the truth is, we simply look at fashion as an art and our bodies as a canvas,” says Le Hoang Anh Khoa (also known as Kelbin Lei), one of the best-known fashion industry pros in HCM City.

“The sense of style we develop along the way is really the ‘masterpiece’," he says.

"We’re devoted to fashionable clothing, particularly unique or high fashion. But we don’t believe in trends. Real fashionistas never follow trends. We’re pioneers," he says.

In 2009, the 26-year-old began his career, working as a fashion editor and personal stylist for several fashion magazines, film studios and performers in the arts.

At fashion shows, he has collaborated with top designers such as Ly Quy Khanh and Adrian Anh Tuan.

But his star rose after becoming one of HCM City’s most popular fashion bloggers, with 120,000 followers on Instagram.   

His shop in District 1 offers eye-catching clothes designed by himself as well as local and foreign designers.

His customers, mostly young people, receive advice on new trends and styles, including useful information about fabric, size and accessories.     

This year, Kelbin and 23 other artists from Asia were selected to participate in the global fashion campaign Gucci Tian launched by Gucci this year.

The Gucci Tian collection included accessories and handbags designed with floral monograms, at prices between US$280 and 1,850.

Kelbin also worked with Gucci’s creative director Alessandro Michele and his staff to create a backpack for $2,200, which was included in the Guccigram collection.

He has also created items with Gucci Viet Nam.   

 “I love clothes with a rock-chic style because of its edgy, glamourous feel,” he says. “Although the style burst onto the fashion scene in the 1970s, it still shows no sign of dying out. If you’re looking to try a new style that reflects your rebellious nature or music taste, choose rock-chic.”

In March, Kelbin returned home from Seoul Fashion Week, where his black-on-black styles appeared in the Best Street Style Pics in Vogue Korea magazine.  

“Fashion is limitless. I’ve learned many news things at fashion events in Seoul, Tokyo, Ha Noi and HCM City,” he says.

 “I don’t think style is just a designer suit or expensive jeans. Put your soul into clothes and listen to your voice before you decide what to wear.”

Today, as more Vietnamese people, both men and women, seek international clothing styles, there is increasing competition for talented designers and stylists.

To survive, they must find their own niche to attract fans and customers.

Hoang Ku, whose real name is Nguyen Manh Hoang, is a personal stylist, fashion model and make-up artist in Ha Noi who likes playing with clothes.

“For me, fashion pros create new styles and take the lead in setting new trends," he says.

A graduate of the London College for Design & Fashion in Ha Noi, he has worked with leading fashion magazines and social media websites such as Dep (Beauty) and kenh14.vn.

Hoang Ku has opened a shop offering unique clothes from a variety of brand names he has collected in HCM City.

His special talents extend to helping celebrities as well.

He has worked as a stylist for dozens of famous artists, including pop stars Ho Ngoc Ha and Son Tung M-TP, singers Noo Phuoc Thinh and Hoang Thuy Linh and film actress Minh Hang.

One of his special clients is young actress Angela Phuong Trinh, who impressed audiences at the 69th Cannes Film Festival, wearing a dazzling traditional gown.

Hoang Ku selected Trinh’s silk dress embroidered with folk art by artisans from Bac Ninh Province’s Dong Ho Village.

The dress was part of a 2016 Spring-Summer collection by designer Thuy Nguyen.

“We worked several hours looking at clothes before making the final decision on Thuy’s design. Thanks to Hoang Ku, I made a good impression at Cannes,” says Trinh, who was included in a photo fashion campaign launched in May by D&G.   

Fashionista: Fashion blogger, stylist and editor Kelbin Lei of HCM City and 24 other artists from Asia this year participated in Gucci Tian, a fashion campaign launched worldwide by Gucci. Photo courtesy of Kelbin Lei’s Facebook

Speaking to local media recently, Hoang Ku, 28, who has 28,000 followers on Instagram, says that his job was “to connect Vietnamese designers and their customers and show them how to wear fashion”.

His colleagues, including Nicky Khanh Ngoc and Travis Nguyen, share the same ambition to play a role in the fashion industry’s development and expand at home and overseas.

Ngoc, fashion editor of ELLE Viet Nam magazine, often writes and uploads information on beauty tips, exercises and new trends to help her 30,000 followers on Instagram, particularly young women, enhance their beauty and health.

A fan of Ngoc writes on her Facebook page: “I didn’t know how to use my lipstick correctly until I followed Ngoc on Instagram. Honestly, she has changed my look from a girl to a woman.”  

Life-changing? No, but Ngoc believes that her influence extends beyond the superficial.

“Fashion is art,” she says “It can help you believe in yourself and change your life.”

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