Vietnamese Culture in the Fashion Industry: The Case of TiredCity and BARO
Abstract
The international fashion industry has undergone significant development over the years, in response to the change in consumer preferences, technological advancements, globalization, and socio-cultural shifts. Vietnamese fashion has been steadily gaining recognition and prominence in the global fashion industry with cultural identity and unique aesthetics. The combination of traditional elements with modern influences has resulted in a unique and distinct style that is gaining recognition in both domestic and international markets. The influence of Vietnamese culture in the fashion industry is reflected in many aspects such as design, material, and products. The case studies of two distinct brands TiredCity and BARO explore the incorporation of Vietnamese culture in the fashion industry. Both brands aim to celebrate and promote the rich heritage of Vietnamese culture while presenting it in a contemporary and fashion-forward manner. By celebrating Vietnamese culture through their fashion products, TiredCity and BARO not only appeal to the local market but also attract international customers. This integration of cultural elements helps foster cross-cultural understanding and appreciation, contributing to cultural diversity and the development of the Vietnamese fashion industry.
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