With support from the Embassy of Vietnam in the United Kingdom, Vietnamese associations in Europe, businesses and artists, the project aims to establish the Ao dai (traditional long dress) on the global fashion stage.

After London, Ao Dai Fashion Week is scheduled to continue in Paris and Milan, two of the world’s leading fashion capitals. “We are bringing the Ao dai to the world while inviting the world to step into Vietnam’s cultural story,” said Hoang Thi Hai Ha, founder of Ao Dai Fashion Week.

Models Lillia Langley and Lauren Elms have presented the Vietnamese Ao dai since 2019. Langley said wearing the Ao dai allows her to experience its modest yet graceful beauty.

“It is a traditional garment that blends naturally with modern life. I feel proud and honoured to help introduce Vietnamese culture to international audiences,” she said. Elms encouraged people to keep an open mind and learn about Vietnamese culture before wearing the Ao dai.

 “Be open and take time to learn about Vietnamese culture before wearing the Ao dai. Each outfit tells a story. Vietnam still has so much to discover,” she said.

Among 200 models who registered for the casting session within the Ao Dai Fashion Week project, 65% were international applicants, showing growing interest in the Ao dai within the global fashion community.

Savita Kaye, Chief Executive Officer of House of iKons, said the beauty of Vietnam itself is one of the factors attracting international audiences to Vietnamese culture and traditions.

In the case of the Ao dai, she said the appeal lies in the refined details of its design and its versatility. These qualities, she noted, are drawing growing attention from Western audiences.

Kaye also expressed confidence that Ao Dai Fashion Week would receive a positive response in Western markets. She said the time has come for Vietnamese creativity and talent to appear on the global fashion stage.

Built on the foundation of Vietnamese cultural heritage, the project seeks to connect different cultures while honouring Vietnam’s traditions.

The press conference on March 8 introduced Ao Dai Fashion Week and marked the start of a longer journey in which heritage and creativity move forward together. Designers, artisans, artists and communities will work together to share Vietnamese culture through the Ao dai.

According to the plan, Ao Dai Fashion Week will be held during London Fashion Week in mid-September 2026.

London is a global financial and cultural centre. It is also a place where the Vietnamese Ao dai tells its own story- a story of beauty, creativity and national pride.

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