Cover Stay tuned for the upcoming Asia’s Most Stylish fashion night with Tatler
Stay tuned for the upcoming Asia’s Most Stylish fashion night with Tatler
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For the first time, the Asia’s Most Stylish event has taken place in Vietnam, under the leadership of Tatler Vietnam – Nha Tap Tinh Hoa. The occasion reflects the beauty of cultural identity while sketching the contours of luxury that is steadily finding its place on the continent.
In the past, destinations synonymous with international fashion and lifestyle events tended to be Singapore, Hong Kong or Taiwan, long-established names on the global style calendar. Today, however, Vietnam is increasingly recognised as an “emerging stage”, a country where creativity, culture and aspiration converge. It is for this reason that Asia’s Most Stylish has deliberately chosen Vietnam for its debut appearance. The event is more than a glittering gathering: it is a statement of how Vietnam has stepped beyond its former boundaries to position itself as a dynamic meeting point for cultural exchange, fashion innovation and the flourishing luxury market.
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Vietnam in the flow of Asian style
It is no coincidence that Asia’s Most Stylish selected Vietnam as its next stop in the region. Over the past decade, this Southeast Asian country once better known for tourism and cuisine has been carving out a place on the fashion map with striking advances. In 2024, Hoang Ku and Chi Pu introduced a Vietnamese label to millions of Chinese viewers through Sisters Who Make Waves. Local names such as FANCI Club, DATT, La Lune and Lsoul unexpectedly caught the eye of international stars including Lisa (Blackpink), Dara (2NE1), aespa, Jessica Jung and Hailey Bieber. From Milan and Shanghai to New York, Vietnamese designers have continued to appear on global stages, bringing with them an artisanal spirit and a sustainable philosophy.
Above Lisa chose a pair of strikingly designed shoes by La Lune at the 2024 MTV Video Music Awards (VMAs) (photo: Getty Images/Jamie McCarthy)
Above Jennie wore Lsoul’s Eros Skirt on her return to the M Countdown stage after eight years (photo: Lsoul)
Lisa chose a pair of strikingly designed shoes by La Lune at the 2024 MTV Video Music Awards (VMAs) (photo: Getty Images/Jamie McCarthy)
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On a wider scale, Asian style is also drawing attention across the world. From Seoul to Bangkok, Shanghai to Jakarta, each city offers a distinct expression. Tokyo has long been admired for its innovation, Seoul represents elegance, while Bangkok is known for colour and freedom. Within this landscape, Vietnam seeks to balance traditional craftsmanship, closeness to daily life, and an eagerness to engage with global trends.
Above Designer Phan Dang Hoang’s Ceramic collection was inspired by the paintings of Nguyen Bieu Chanh. It was presented at Milan Fashion Week last year (photo: hoang_dang_phan)
Above In this collection, the designer collaborated with silk house Hangsilk to present 40 captivating looks (photo: hoang_dang_phan)
Designer Phan Dang Hoang’s Ceramic collection was inspired by the paintings of Nguyen Bieu Chanh. It was presented at Milan Fashion Week last year (photo: hoang_dang_phan)
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It is this sense of harmony that shapes the distinctive voice of Vietnamese style. From Bao Loc silk light as air, Pa Co beeswax brocade breathing the spirit of mountains and forests, to Nga Son water hyacinth bags infused with the soul of rivers, or jewellery crafted from revived fabric scraps, each detail carries the resonance of cultural heritage flowing into contemporary fashion. Within that setting, Asia’s Most Stylish is more than a gathering for individuals of refined taste; it is a statement that Vietnam is ready to share its story with the world. If the West often highlights individuality and globalisation, Asian style, and Vietnamese style in particular, underscores the strength of community, cultural memory and the idea of “wearing to tell a story”.
Vietnam and the dialogue with Asian luxury centres
Above The arrival of leading fashion and jewellery houses in Vietnam signals that the country is becoming an attractive destination on the global luxury map, with a growing upper class eager to affirm both status and aesthetic sensibility
The arrival of leading fashion and jewellery houses in Vietnam signals that the country is becoming an attractive destination on the global luxury map, with a growing upper class eager to affirm both status and aesthetic sensibility
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Behind the glamour of Asia’s Most Stylish, Vietnam is revealed not only as a cultural and fashion hub, but also as a luxury market now “ripe with opportunity”. Where once luxury boutiques appeared discreetly as experiments, today the increasing presence of Tiffany & Co., Montblanc, Christian Louboutin and, more recently, names such as Off-White, Ambush and Amiri in Hanoi and Ho Chi Minh City paints a picture of rapid transformation.
See also: Asia’s Most Stylish 2025: Meet this year’s stars of style from throughout the region
That transformation is underscored by compelling figures. According to Statista, in 2021 Vietnam’s personal luxury market reached nearly USD 1 billion, with projected annual growth of more than 6.5 per cent. Yet perhaps more significant is the portrait of the new consumer: a young generation with an average age of 32.5, raised in urban settings, well educated and willing to invest in premium products and experiences. Worldometer reports that around 37.7 per cent of the population lives in cities. This is the demographic global brands are increasingly targeting, not only for their spending power but also for their desire to express identity through lifestyle and style.
Above Gucci has returned to the Vietnamese market by reopening its flagship stores in Ho Chi Minh City, a turning point as the Italian fashion house now operates directly rather than through a distributor (photo: Gucci)
Gucci has returned to the Vietnamese market by reopening its flagship stores in Ho Chi Minh City, a turning point as the Italian fashion house now operates directly rather than through a distributor (photo: Gucci)
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International studies further reinforce this momentum. Knight Frank, the UK real estate consultancy, forecasts that the number of Ultra-High-Net-Worth Individuals (UHNWIs) in Vietnam will rise by 31 per cent between 2022 and 2027. This indicates a dynamic domestic luxury market, attracting international attention and reflecting a shift from “need-driven spending” to “expressive consumption”.
Beyond fashion, other luxury categories are also shaping an ecosystem. Between 2016 and 2020, imports of high-end watches grew at an average rate of more than 28 per cent per year, while imported cars and fine wines both recorded double-digit growth prior to the pandemic. With Vietnam projected to join the world’s top 20 countries by middle-class size by 2030, such trends suggest a future where luxury is no longer an “emerging playground” but part of the fabric of urban life.
Above Asia’s Most Stylish, an annual series initiated by Tatler Asia, will make its official debut in Vietnam this September
Asia’s Most Stylish, an annual series initiated by Tatler Asia, will make its official debut in Vietnam this September
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It can be said that Asia’s Most Stylish choosing Vietnam is both a signal of rising cultural prestige and a “certification” of market strength. If culture shapes identity, the luxury market provides the socio-economic foundation that nurtures and amplifies that identity on the global stage.
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