At a press conference in Hanoi on February 3, the organizers said that under the theme “A Runway of Heritage, A Future of Style,” the event will be held as part of the London Fashion Week, under the patronage of the Vietnamese Embassy in the U.K., with the participation of numerous reputable organizations from Europe, the U.K. and Vietnam, and with particular support from the State Committee for Overseas Vietnamese.
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Nguyen Viet Trieu, President of the Vietnamese Women Union in Europe, speaks at the February 3 press conference on the Ao Dai Fashion Week London 2026. (Photo: Organizing Committee) |
The initiative is regarded as a large-scale cultural diplomacy project bringing together designers, artisans, artists, media experts, the Vietnamese community in Europe and international partners.
The fashion week is designed as a series of interconnected activities in which culture, creativity, community and commerce are closely linked in a continuous experiential cycle.
At its core are ao dai fashion shows, featuring collections by leading Vietnamese designers on an international stage. The program will also include an exhibition showcasing the essence of traditional Vietnamese handicrafts, introducing brocades, silk, ceramics, folk paintings, handmade jewelry, conical hats, and environmentally friendly products.
In addition, a Vietnamese cuisine and specialty display will present familiar flavors such as pho, fresh spring rolls, fried spring rolls and banh mi (Vietnamese sandwich).
Speaking at the press briefing, Nguyen Viet Trieu, President of the Vietnamese Women Union in Europe, stressed that bringing the traditional attire onto the international runway is a way of telling Vietnam’s story through the language of art and culture.
People’s Artist Vuong Duy Bien, President of the Vietnam Cultural Industry Development Association, described the project as an encouraging model in which heritage meets innovation and the international market. He noted that preservation today should go beyond mere conservation, towards developing heritage as part of cultural industries. In this context, ao dai has the potential to become a distinctive creative cultural product of Vietnam on the global map.
Pham Thi Kim Hoa, deputy head of the State Committee for Overseas Vietnamese, praised the spirit of cooperation among community organizations, designers and media teams in promoting ao dai internationally.
The organizing committee now aims to build the Ao Dai Fashion Week into a global brand, with future editions planned for Paris and Milan.
Source: VNA