The áo dài through the love of 5 Vietnamese brands

In the opening feature, we present five brands/designers: Huy Vo, dada.ww, Lơ Boutique, Duc Studio, and Trang Bùi. Each brand/designer is a love letter to the áo dài, expressed through their dedication to preserving and evolving it within modern life. From materials to design perspectives, from mindset to the way they interpret the new era, each contributes to a heartfelt narrative of contemporary Vietnamese culture – one that DNNLY is honored to share with you.

HUY VO – Heritage

LƠ SILK – Freedom

DUC STUDIO – Bold

DADA.WW – Poetic

TRANG BÙI – Dynamic

Huy Vo fuses Vietnamese legacy with contemporary haute couture, turning cultural spirit into timeless, handcrafted designs. These pieces embody sustainable luxury, made to be cherished and passed down through generations.

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Duc Studio is all about being different, diverse, and unconventional. They obsess over structure, fabrics, and the overall experience. Finding beauty in the everyday, our designs reflect a unique personal style. Each piece has a touch of graceful “weirdness,” inviting you to smile and embrace who you are.

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Lơ Boutique embraces the slow fashion journey, valuing elegance and conscious living. Using natural silk, they create minimalist, versatile, and timeless designs. Every piece connects cultures, making silk a part of daily life while spreading Vietnamese craftsmanship and their sustainable ethos, guided by the 3R principles (Reduce – Reuse – Recycle).

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Dada.ww channels a rebellious creative energy, blending cultures without boundaries and connecting across generations. They see each design as both clothing and art, a combination of form, function, and feeling. Their pieces are made to be timeless companions that celebrate a bold and free identity.

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Trang Bui started with the ao dai as just a small product line, but their customers’ special love for it became a catalyst that nurtured their passion. From there, the ao dai evolved from being just a garment into a starting point for bigger stories about the people and culture of Vietnam.