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Story THU HOA, CHAU GIANG
Photos INTERVIEWEES
Entrepreneurs Le Quoc Vinh and Trang Le share common traits: kindness, a positive mindset, and, most importantly, the courage of pioneers and leaders. The fashion publications, shows and events they have spearheaded have significantly contributed to setting the Vietnamese fashion industry on a global journey.
Businessman Le Quoc Vinh
The spirit of a pioneer
Building a career in an era when Vietnamese fashion was still in its infancy and fraught with challenges, Le Quoc Vinh has paved the way for the fashion media landscape in Vietnam with his vision and the boldness to “think big, take responsibility and take action” as a leader.
In 1999, when the Vietnamese public was not yet fully engaged with fashion culture, and the economy faced numerous difficulties with few foreign brands investing in the nascent market, Le Quoc Vinh recognized the rich yet challenging potential of the fashion industry. Believing in his vision, he founded Vietnam’s first high-end fashion magazine, Dep (Beauty). In its early years, the magazine encountered continuous financial struggles as Vietnamese designers did not yet appreciate the importance of media, and the number of high-end fashion brands in Vietnam was minimal. Instead of giving up, he remained steadfast, working tirelessly to raise awareness about the significance of fashion publications in a developing and increasingly affluent society.
During this challenging period, Le Quoc Vinh was involved in every aspect of the process, from creating content and conceptualizing photoshoots to printing and production. He even took on the role of photographer himself, aiming to provide Vietnamese brands with images that were not only artistically beautiful but also strategically crafted to resonate with the public. He was the first in Vietnam to successfully persuade and produce a fashion photoshoot for iconic brand Louis Vuitton, featuring models, photographers and locations that were entirely Vietnamese, embodying the essence of the country. This marked the beginning of establishing a professional photography team, which significantly shifted the communication mindset of both Vietnamese designers and international brands regarding the importance of systematically promoting their product images in the Vietnamese market.
This was also the dawn of a golden age for fashion magazines. In 2000, Vietnam Airlines launched Heritage Fashion, and between 2010 and 2015, globally renowned magazines such as Elle, Harper’s Bazaar and L’Officiel began producing editions for the Vietnamese market, affirming the robust development and integration of not only fashion but also fashion media in the country.
In the early 21st century, Le Quoc Vinh observed that designers typically showcased their collections as artistic performances during variety shows. Recognizing the need to bridge the gap between creators and consumers, he resolved to organize the Đẹp Fashion Show in 2005. This was the first professionally invested fashion show in Vietnam, providing an opportunity for designers to showcase their talents, connect with audiences, and set trends. The Dep Fashion Show was held continuously for over ten years, becoming a significant milestone for Vietnamese designers and fashion brands to explore, research and pave the way for the flourishing of such events over the past two decades. Renowned names such as designers Cong Tri, Do Manh Cuong, Adrian Anh Tuan, Kelly Bui and Truong Thanh Hai have all emerged from the Dep Fashion Show.
Following this event, fashion shows gradually became a familiar concept for the public, leading to the emergence of larger programs like the Elle Fashion Show and Vietnam International Fashion Week, which incorporated more international elements and brought Vietnamese fashion closer to the global stage.
Beyond his contributions to fashion, Le Quoc Vinh is a towering figure in the field of Vietnamese media. As a journalist, author, founder of a magazine and the Elite PR School for public relations training, as well as a university lecturer in communication and chairman of Le Bros media company, he has never ceased to develop his career and expand his influence. He continually delves into research to promote the creative industry, ensuring that Vietnam’s intellectual products are embraced by the world and strive towards the dream of establishing strong “national brands.”
With high hopes for the future, we believe that Vietnam’s national brand will find its place on the global stage, thanks in part to the contributions of individuals such as Le Quoc Vinh.
Businesswoman Trang Le
Vision leading to success
The media often refers to Trang Le with titles such as “The Queen of Vietnamese Fashion,” “The Powerful Woman” and “The Iron Lady.” However, Heritage Fashion sees her as a vivid embodiment of Steve Jobs’ profound words: “If you are working on something that you really care about, you don’t have to be pushed. The vision pulls you.”
Anyone who meets Trang Le in person would likely be surprised, as she is quite different from the “powerful” figure portrayed on the stages of major fashion events. With her simple yet refined style and gentle voice, it is hard to believe that she is the strong woman who has boldly set the sails for Vietnamese fashion to venture far and wide. Starting as a junior accountant at E-Media, which was then producing the hit show Who Wants to Be a Millionaire, Trang Le faced a choice: continue in her old profession or carve out her own path. She resolutely decided to build her own “empire,” beginning with a persistent study of the discarded catalogues from her former company. This led to the establishment of MultiMedia JSC, with a vision focused on multi-dimensional and multimedia communication – a concept that few had considered at the time. Her challenging path forward began here.
The initial phase of her journey involved participating in television fairs in China, South Korea and the United States to acquire program rights and sell them to Vietnamese television stations. She then boldly invested in a studio to produce to edit the popular children’s television program Do Re Mi. With production experience under her belt, she continued to dream of bringing Next Top Model to Vietnam. This reality television show about modeling had already aired in over 170 countries by 2007. CBS, the company that owned the Next Top Model format, required MultiMedia JSC to prove its financial capabilities and production competence, along with a staggering cost for the rights. Through sheer determination, after three years of persistence, Trang Le finally convinced CBS. MultiMedia JSC became the first company in Vietnam to acquire the rights to produce a reality television format focused on fashion and modeling.
Securing the rights was challenging, but transforming an international format into a localized program was even more daunting. Trang Le had to seclude herself for days and nights, poring over documents and production processes, studying various versions of Next Top Model worldwide, and even bringing her team to the U.S. to learn firsthand how to produce a reality show. Thanks to her dedicated work ethic, Vietnam’s Next Top Model became a phenomenon on television during its first season. Moreover, the program had a positive impact by continuously creating opportunities for Vietnamese models to step onto international fashion stages.
Not content with her achievements, Trang Le understood that standing still meant falling behind. The value she aimed to provide was not only for Vietnamese models but also for designers through other programs such as Project Runway and The Face Vietnam. Especially from trips taking models and designers abroad, where she actively engaged behind the scenes and witnessed the professional operations of organizers in Singapore, New York, Paris, Seoul, Tokyo and beyond, Trang Le nurtured the dream of establishing a professional fashion week of her own. In 2013, she proudly became the first senior representative from Vietnam to join the Asian Couture Federation, with the mission of promoting Vietnamese fashion on the international stage. As she has said: “Where there is fashion, there is civilization and integration.”
After relentless efforts in 2014, Trang Le turned her dream into reality with the launch of the Vietnam International Fashion Week (VIFW). Over ten years and 17 seasons, VIFW has not only served as a platform showcasing thousands of impressive designs but has also become a cultural bridge, gradually bringing Vietnamese fashion into the global arena. It is now regarded as the fourth largest fashion event in Asia, following the fashion weeks in Tokyo, Seoul and Shanghai.
It can be said that Trang Le has played a significant role in setting sail for Vietnamese fashion into the wide ocean, contributing to the success of countless Vietnamese models and designers. Yet, above all, on this journey marked by sweat, tears and pride, Trang Le has also found peace in her heart – the heart of someone who loves kindness, dedicates herself to her work and steadfastly moves forward.
