For Lee Vinh-Khuat, the Managing Editor of Men’s Folio Vietnam, an illustrious career in the world of fashion magazines began without any hesitation. From graduating with a fashion bachelor’s degree, landing his first job as a stylist’s assistant, to becoming producer, fashion editor, and then fashion director, nearly ten years of experience of working for esteemed international fashion titles like F Fashion, Style, Heritage Fashion, and Harper’s Bazaar were precious stepping stones that led him to become one of the biggest and most influential names of the Vietnamese fashion scene.
Read on for his insights on his journey towards leadership, witnessing the exciting blooming of Vietnam’s fashion scene, and all the up-and-coming Vietnamese designers hot on his radar.
Hi Lee! Could you tell us a little bit about what you do?
Hello Men’s Folio Singapore! My name is Khuat Nang Vinh (Lee Vinh-Khuat), and I’m the Managing Editor of Men’s Folio Vietnam. Currently, I hold the position of Managing Editor at Men’s Folio Vietnam and also serve as the Head Of Content Creative at LUXUO Media.
How has it been like being at the helm of Men’s Folio Vietnam? How has it grown since its launch during the pandemic?
Men’s Folio Vietnam initially had a relatively small team consisting of only about five employees, but the number has since increased fourfold and is expected to continue growing in the future. Additionally, we have established partnerships with international collaborators from various regions such as Europe, Asia, and America. These achievements are a testament to the exceptional efforts made by the entire management team of Men’s Folio Vietnam.
In terms of my working principles, I prioritise the development of individuals and foster a spirit of cooperation based on the win-win principle. When someone presents a breakthrough idea or encounters a challenging problem, I actively listen and engage in a constructive dialogue. I believe that personal growth is intertwined with professional growth. At present, the Men’s Folio Vietnam team consists of both experienced individuals and fresh faces. However, the opportunity to meet and work with each team member has been a tremendous blessing for me. Throughout life, we encounter people who pass through our journey—some offer motivation, others teach us valuable lessons, and some demonstrate the endless possibilities that life holds. I firmly believe that behind Men’s Folio Vietnam lies a team brimming with enthusiasm and passion for the industry.
Observing my colleagues evolve and mature day by day, fearlessly venturing out to gain experience, and consistently giving their best effort in their work fills me with immense pride. I am confident that they are gradually becoming inspired individuals. As a leader, my style revolves around being a listener and an understanding person, prioritising the needs of those I work with.
Where do you think Men’s Folio Vietnam sits in the Vietnamese fashion scene? What has the title brought to the scene?
Men’s Folio has been a pioneer in innovation and development in Singapore for 26 years, and it has expanded its presence across various countries in Asia. In 2023, Men’s Folio Vietnam celebrates its three-year milestone in the Vietnamese market. Despite being the newest fashion title in the market, it has swiftly carved its own path, emerging as one of the leading publications and trendsetters in fashion and lifestyle for Vietnamese men. Moreover, it has fostered a community that brings together individuals from the younger generation, characterised by modernity and aesthetics (new-money).
The accomplishments of Men’s Folio Vietnam include significant growth in annual retail sales of publications, successful collaborations with numerous new brands, and a diverse audience. We are immensely grateful for the trust bestowed upon us by our loyal companions and readers who have consistently supported and followed our publication’s activities.
Throughout our journey to establish a strong presence in the local fashion market, Men’s Folio Vietnam places great emphasis on community development. We aspire to contribute to the country’s fashion, art, and cultural market by delivering projects of the highest quality and aesthetic appeal. Some of our notable signature events include “ẨN Concept,” an exhibition event that celebrates and promotes street culture, as well as the “MALE ICON AWARDS,” an annual awards ceremony that recognises individuals who have made significant contributions to the industry. These events serve as highlights on our annual calendar.
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How does the Vietnamese fashion scene compare to the global one? What are some similarities and differences?
I would like to use the word “thriving” to describe the current Vietnamese fashion and luxury market. Over the past five years, the domestic fashion and luxury market has witnessed significant advancements. Leading global brands have shown bold investments in the Vietnamese market, while domestic fashion brands have expanded their international export business models. Additionally, the market’s key players have welcomed a new generation of highly promising young individuals in their management apparatus. Renowned names in the Vietnamese fashion industry have gradually made a bold impression on the international stage. For instance, designer Cong Tri has created costumes for music superstars such as Beyoncé, Adele, Katy Perry, and Rihanna, and has participated in New York Fashion Week. Fashion influencers like Chau Bui and Quynh Anh Shyn have achieved the highest total media value at the Fall Winter 2023 fashion week.
While Vietnam’s fashion and luxury market is still relatively young compared to the global scene, there is no denying that domestic brands and consumers are quickly catching up with international trends and fashion movements. Professionals working in the fashion industry in Vietnam aspire to create a fashion and entertainment sector on par with neighbouring countries in the region. To achieve this, it is crucial to establish strong connections between individuals and businesses, fostering an active competitive market and ensuring sustainable development. These similarities and differences highlight the distinctive characteristics of Vietnam’s fashion and luxury market in comparison to the global landscape.
What is the key difference between the consumer behaviours of the Vietnamese and those of other Southeast Asian markets?
Vietnam currently ranks 3rd in the world in terms of the growth rate of super-rich individuals, positioning our country as a potential market for the luxury industry. Many modern Vietnamese businessmen have developed a penchant for collecting watches, supercars, and acquiring high-end real estate properties. The demand for luxury goods among Vietnamese people, spanning from super-luxury real estate and cars to gourmet food, is gradually increasing. Luxury brands recognize Vietnam as a potential market with a growing demand and a rising class in emerging economies.
However, it is important to note that the consumption of high-end fashion in Vietnam is not proportionally high. In reality, the population of super-rich individuals remains a minority among the nearly 100 million people in Vietnam. On average, only 15 out of every 100 people possess high-fashion items. In my opinion, this discrepancy represents the biggest difference in consumer behaviour between the Vietnamese population and neighbouring countries such as Singapore, Thailand, and China. As Vietnam is still a developing country, the per capita income has not yet reached levels that would enable the majority of people to afford high-fashion items. Consequently, many individuals still prefer mass-fashion options offered by brands like UNIQLO, H&M, and Zara.
Where would you say is the true fashion capital of Vietnam?
In Vietnam, Hanoi is the city with the highest concentration of luxury fashion stores, offering a plethora of options for high-end fashion enthusiasts. On the other hand, Ho Chi Minh City takes the lead in terms of fashion activities, bustling with a vibrant fashion scene and hosting numerous fashion events and shows.
Where is the best place to shop in Vietnam?
Saigon Center and REX Arcade in Ho Chi Minh City, as well as Trang Tien Plaza in Hanoi, are renowned destinations for shopping high-end fashion in Vietnam. These establishments offer a wide selection of luxury brands and cater to the discerning tastes of fashion enthusiasts.
For those interested in exploring local fashion, The New Play Ground and Ton That Thiep Apartment are ideal places to shop. These locations provide opportunities to discover unique and emerging local designers, showcasing the creativity and talent within the Vietnamese fashion scene.
What are some up-and-coming Vietnamese designers to lookout for?
Hudb+ by Freddy Nguyen, DUC Studio by Nguyen Minh Duc, and La Lune by Quach Dac Thang are three brands of upcoming designers whom I highly appreciate at the moment.
Last but not least — number one song that is on repeat for this year (so far)?
Break My Soul by the one and only Beyoncé!
Visit Men’s Folio Vietnam here. Once you’re done with this story, click here to catch up with our May 2023 issue.
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