The trend of green fashion consumption is increasingly emerging, gathering a large number of local brands or fashion houses with strengths in the ability to handcraft, diversify product functions or highly personalize designs…
La Pham is one of the few sustainable Vietnamese fashion brands present at major fashion weeks in the world such as Paris and London.
Founding the fashion brand La Pham in Vietnam after more than 20 years of settling down and working in Switzerland, Ms. Pham Ngoc Anh chose sustainable fashion.
Sharing with reporters, she said: “Vietnam has 54 ethnic groups with 54 treasures of fashion culture, which contain countless codes, motifs, patterns, colors… The traditional methods of weaving, dyeing, sewing, knitting, attaching, and hand-sewing of the ethnic groups are very interesting.
Above all, the costumes, each set of clothes is like a good story about life, aesthetics, history, art… Anything can be written into an ‘anecdote’ from the story of choosing indigo for dyeing to the story of growing hemp, spinning thread, rolling stones to make fabric, painting with beeswax”.
La Pham at House of iKons London Fashion Week 2024
Go to the raw material area, find green fashion workers
Embarking on “sustainability”, La Pham embarked on a journey to find each raw material region to complete the green process for the product for designer Pham Ngoc Anh. She said that to create unique ao dai from canvas squares and pure silk, she and her colleagues visited many silk regions from Nha Xa (Ha Nam) to Bao Loc (Lam Dong)…
To create brocade designs that overseas Vietnamese, European, American customers… love, she has traveled to many places in the northern mountainous region.yes, to the homes of dyers and embroiderers of the Thai, Dao, Mong ethnic groups… The journey lasted from month to month for her not only to find materials and design inspiration, but also to learn manual production methods, to not only contribute to preserving common traditional values but also to minimize impacts on the environment, protect consumers’ health…
“When I came to Hoa Binh, Lao Cai… to learn from ethnic minorities how to dye fabrics from natural materials, how to embroider and attach traditional pieces, and to work with them to create costumes with a strong local imprint, satisfying fashionistas who love culture, I believe that a green circle has been created around the products,” said designer Pham Ngoc Anh.
“Green fashion in Vietnam is growing day by day, with more and more civilized and educated customers choosing it. Their understanding of sustainable fashion, traditional crafts and arts is a source of inspiration and motivation for those who make green fashion. It can be said that fashion is only truly green and sustainable when it belongs to a community,” said designer Pham Ngoc Anh.
Choose the right “lover”, green fashion has a wide open door to development
Customers of sustainable fashion have long been known as consumers from Europe, America or Japan. However, this has recently changed. Many domestic customers have become followers of green fashion.
“While fast fashion occupies a large market share but is not necessarily strong, sustainable fashion is becoming more and more… strong. Although the price is high, green products are durable, good for health, environmentally friendly, with unique aesthetics and timeless designs, so they conquer many customers, from high-end fashion followers to artists, researchers, managers, and social activists,” said designer Pham Ngoc Anh.
Singer Pham Anh Khoa and brocade design by La Pham. The participation of celebrities in the green fashion trend helps to spread the sustainable value of the product strongly.
Cellist Dinh Hoai Xuan in a cyanotype silk ao dai design from the “Soi may tac lua” collection, a perfect combination of Hue’s cultural heritage and the contemporary style of designer Pham Ngoc Anh.
People’s Artist Tran Ly Ly, Director of the Department of Performing Arts, Ministry of Culture, Sports and Tourism, in a “green” design by La Pham
Miss Duong Thuy Linh shows off her figure in a design by designer Pham Ngoc Anh
Leading the green fashion trend, KOLs, celebrities, and artists who love green fashion open up strong development potential for it, bringing new shapes to fashion. Through their expression, sustainable fashion becomes more stylish and impressive.
The association of influencers with green fashion creates a strength for sustainable fashion, promoting the need to shop according to idols, making green fashion not only an industry but also a future…, model Dung Duong commented.
Model Dung Duong, one of the followers of green fashion, said: “The fact that celebrities, KOLs and artists love and use sustainable fashion is like a domino effect, spreading positive messages to millions of fans. They become ambassadors of sustainable lifestyle, inspiring the public to care more about the origin and impact of the clothes they wear.
This not only helps raise awareness of sustainable fashion but also creates a wave of love for green fashion in society, encouraging more manufacturers to pursue a more sustainable business model.”
