'Blue Butterfly' – a creation by Vietnamese designer Nguyễn Minh Tuấn, was worn by US actress Caylee Cowan at the 76th Cannes Film Festival. Photo courtesy of the designer

Attending the 76th Cannes Film Festival in May, US actress Caylee Cowan caught the attention of the international media with her stunning evening gown named Blue Butterfly by Vietnamese designer Nguyễn Minh Tuấn.

The lines of the dress were designed based on the pattern of a butterfly, with a shimmering colour-changing effect that mimics the butterfly's wings. The design was meticulously crafted on a premium mesh material through the art of crystal embroidery, which was carried out by seven skilled artisans over the course of 10 days, using thousands of crystals.

With 95 per cent of the dress covered in embroidery, including the wide flared hem, the estimated time for completion by the team was 1,100 hours, involving the work of 10 people.

US actress Caylee Cowan in the evening gown Hoàng Kim (Golden), designed by Nguyễn Minh Tuấn. Photo courtesy of the designer

Besides Blue Butterfly, the actress also put on another of Tuấn’s creation while attending this year’s Cannes, entitled Hoàng Kim (Golden). The gown was created in 2022, inspired by the image of the Turtle Tower at night in Hoàn Kiếm (Sword) Lake in the heart of Hà Nội.

“I was overjoyed when Caylee Cowan not only wore one but two of our creations at the two official film premieres at the Cannes Film Festival,” the 31-year-old designer said.

Over the course of nearly 10 years building his personal brand – Minh Tuấn Couture, the fashion designer has had the opportunity to work with many renowned celebrities worldwide, like Dutch singer Emma Heester, Miss Universe 2005 Natalie Glebova, and Miss Grand International 2021 Nguyễn Thúc Thuỳ Tiên.

Miss Supranational Caribbean 2023, Andreina Pereira, in one of Tuấn's creations. Photo courtesy of the designer

Most recently, he is responsible for the outfits for Miss Supranational Caribbean 2023, Andreina Pereira.

Besides Tuấn, many other Vietnamese fashion designers, like Nguyễn Công Trí, Chung Thanh Phong or Trần Hùng, have also impressed fashionistas worldwide with their designs for the stars.

In early June, Lisa, a member of K-pop girl band Blackpink, put on a stunning outfit designed by Trí at a fan meeting in Thailand. It consisted of a short red top with a bow design, paired with high-waisted loose-fitting pants. The pop star styled her hair in a half-up, half-down hairstyle that complemented the design of the outfit.

Lisa, a member of K-pop girl band Blackpink, is seen in an outfit designed by Nguyễn Công Trí. Photo courtesy of the designer

Prior to Lisa, another member of Blackpink, Rosé, has also worn creations by Trí in her music video Gone. The singer wore a stunning formal dress with intricate feather detailing, which featured a subtle colour transition.

Trí has been considered a "rising star" in the international fashion industry for over six years now. In 2014, he was honoured to become a member of the Asian Couture Federation and has been recognised as one of the three standout fashion designers in the US by the Hollywood Reporter.

This is not the first time that his designs have been chosen by famed international stars. Previously, many A-list Hollywood celebrities such as Adele, Rihanna, Katy Perry, Beyoncé, and more have chosen his dresses to wear to events.

According to Tuấn, the activeness and creativity of Vietnamese fashion designers in recent years is one of the reasons why many international celebrities have favoured their creations.

“Vietnamese fashion designers are constantly updating themselves with the latest trends from around the world to be creative and develop their own designs. They also know how to promote their products on popular social media platforms such as Instagram, Facebook and Twitter,” he told Việt Nam News, saying that Cowan directly contacted him through Instagram instead of a middleman or a stylist.

Vietnamese fashion designer Nguyễn Minh Tuấn has collaborated with many international celebrities. Photo courtesy of the designer

In addition, the low labour costs and skilful craftsmanship of Vietnamese artisans are also competitive advantages of the luxury made-to-measure fashion industry, catering to specific customers, he noted.

“I focus on ensuring the quality of my products, with designs that are truly exquisite and require time and expertise in cutting, sewing, and high-end embellishments. These efforts have been appreciated and chosen by Hollywood celebrities for important events,” he added.

Tuấn said there were a few special principles when working with celebrities.

“International celebrities always have a lot of clothing options, and many fashion houses are willing to pay a large sum of money for them to wear their designs. Therefore, to get them to choose the designs, the first requirement is to have good quality and be in line with international trends. In addition, factors such as service and customer care are also taken into consideration.

“There are several principles to keep in mind. First, it is crucial not to post any designs until the celebrity has worn them. Second, some celebrities may require you to work through their stylist or management company, rather than communicating directly with them. Third, some celebrities may request exclusive designs, which means that the designer cannot use the design for anyone else,” Tuấn said.

The development of social media in recent years presents a great opportunity for young fashion designers like Tuấn to promote their brands to the world. The international fashion industry often uses Instagram as a platform and if used intelligently, designers can reach out to their potential customers.

"Social media is also a fiercely competitive space as designers from all over the world have the same opportunity to showcase their work," Tuấn noted.

"Therefore, to stay afloat, Vietnamese fashion designers must stay up to date with the latest trends and be willing to put aside their own preferences to cater to the needs of their customers," he said.

“To be successful in this highly competitive market, designers must maintain a professional attitude, uphold their reputation, and ensure the quality of each design through thorough checks. Only then can a new fashion brand survive the intense competition in the market.”

Sharing his pride in contributing to the increasing recognition of Vietnamese fashion globally, designer Trí said: "I feel honoured and proud that Vietnamese fashion is being noticed and received by the world."

“Nearly 150 international celebrities have so far chosen designs from the CONG TRI brand. When naming the brand, I chose to omit accents for easy accessibility to foreign customers, with a focus on international markets. Every time I see my customers' outfits being highly evaluated by major fashion magazines, I feel more energised to pursue internationalising Vietnamese fashion,”

Vietnam International Fashion Week has been a platform to introduce Vietnamese fashion to the regional and international markets. Photo courtesy of VIFW

One of the major events introducing Vietnamese designs to the world is Vietnam International Fashion Week (VIFW), which is the top international fashion event in Southeast Asia and fourth in Asia.

According to Trang Lê, VIFW chairwomen, by organising the event twice a year, with the participation of nearly 20 Vietnamese and international fashion designers and brands showcasing their new collections, VIFW is expected to pave the way for Vietnamese fashion to enter regional and international markets. VNS