Meet Lan Vy Tran, founder of the aota fashion business platform: the woman “seeking the intersection” between fashion and art

What, in your view, are the distinct advantages and recurring challenges of Vietnamese fashion when entering global markets?

The Vietnamese brands I choose to work with all share a quality I admire. They tell stories about our culture and values with a gentle and deliberate pace. Yet they remain open to the world, never insular. They’re rooted, but outward-looking. We’ve seen this duality celebrated in Korean and Japanese fashion, and now Vietnam is following suit.

When people speak of international fashion capitals, names like Paris, Milan, New York, London or Tokyo come to mind. For Vietnam to stand alongside them will take time and collective effort, from designers, investors and consumers. Aota is proud to play a part in that journey.

Read more: Meet Dinh Trung Hieu, Founder & CEO of Nuoa.io, the “green pioneer” helping Vietnamese enterprises join the global green supply chain

Entering the e-commerce space also means stepping into a complex matrix where trust must be built in a virtual environment. Lan Vy Tran, what lessons have you drawn from your experience with aota to your current role at Phillips?

Investing in visual identity is essential. In the digital space, especially within an online fashion business platform. What you see is often all you have to go on. Trust, whether online or offline, is never easy to establish. When I first introduced myself as a representative of an American auction house in Vietnam, many people assumed Phillips was an electronics brand. Returning to Vietnam gave me the opportunity to reconnect and build relationships with collectors, helping them become more familiar with the name and heritage of Phillips.

Defining a brand personality is equally important. I’ve always gravitated towards things that stand apart, I used to wear what few others would, and with aota, I chose brands that often lived on the fringes, under the radar. Their unique spirit is what allows them to endure. And while the business is conducted online, physical presence remains crucial. Knowing which international showrooms to align with can significantly expand your reach and visibility to the right clientele.

If aota aims to take Vietnamese fashion to the world, then Phillips Auction House is doing the opposite, entering Vietnam through the founder of aota. Do you see these as opposing movements?

Not at all. I see them as two journeys heading in the same direction. Fashion and art have always shared a close affinity. Just look at Victoria Beckham: her transition speaks volumes. Many of aota’s customers are also passionate collectors; they appreciate beauty in all its forms and are deeply connected to its emotional and cultural resonance.

Does maintaining a slow living space reflect your approach to business, especially in industries where being on trend is often a matter of survival?

In part, yes. In the beginning, I believed it was essential to align with trend-savvy brands. But now, I have a much clearer understanding of which brands fit and who my customers are. I’ve come to believe that in both art and fashion, beauty is the trend, and the best brands are the ones that set it. I’m more drawn to enduring beauty than to passing fads. If I had to choose a single word to define my way of living, working, and interpreting style, it would be timeless.

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