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MOIDIEN: THE PIONEER IN VIETNAMESE SLOW-FASHION TREND

If you believe that the most polluting industries are radioactive energy production, coal, or gas mining, think again. The fashion industry is actually one of the most environmentally harmful sectors, causing pollution at every stage of its life cycle—from raw material extraction and production to distribution and disposal (Domingos et al., 2022). Its extensive use of water, toxic chemicals, and non-biodegradable textiles contributes significantly to global pollution, making it a major environmental threat. As a consequence, nowadays, some companies are increasingly adopting green initiatives such as cultural innovation and social responsibility as a part of their business philosophy and core values, at the same time, knowledgeable and conscientious consumers prioritize the long-term health of both people and the planet. As a result, a new movement known as Slow Fashion has emerged, emphasizing sustainability, ethical production, and mindful consumption. (Domingos et al., 2022). According to Domingos et al. (2022), "Slow fashion encompasses slow production and consumption. Slow production does not exploit natural and human resources to expedite manufacturing speed, and slow consumption entails a longer product lifespan from manufacturing to discarding."

In Vietnam, a growing number of consumers, particularly the youth, are embracing sustainable fashion choices (Nguyen et al., 2023). Local brands embracing Slow Fashion have experienced remarkable growth, yet Moi Dien stands out above the rest. With its unique fusion of intricate textiles and gender-fluid designs, the brand masterfully balances sustainability with contemporary fashion and trend-forward aesthetics (Moi Dien, n.d.)

Credit: Mensfolio (2022)

Founded in 2016 by Parsons graduate Tom Trandt Minh Đạo, Môi Điên is a Saigon-based fashion studio recognized for its avant-garde designs and dedication to sustainability (Moi Dien, n.d.). Drawing inspiration from both Vietnamese heritage and modern culture, the brand strives to promote ethical fashion practices within the local industry (Somerset House, 2019).

Môi Điên’s creations stand out for their intricate textile work and gender-fluid silhouettes. Committed to environmental responsibility, the studio incorporates surplus, donated fabrics, production remnants, and deadstock materials into its designs (Moi Dien, n.d.).

Credit: Vietcetera (2019)

Môi Điên gained international recognition when it was selected as one of the 16 finalists for the International Fashion Showcase 2019 in London (Hoang, 2018). This achievement underscores the brand's influence in reshaping Vietnam’s fashion industry and its potential for global impact. By pushing the boundaries of traditional fashion norms, Môi Điên seamlessly merges bold, experimental aesthetics with sustainability, playing a key role in the transformation of the local fashion scene (Lace, 2018).

The studio is situated at 28 Tôn Thất Thiệp Street, Bến Nghé Ward, District 1, Ho Chi Minh City, Vietnam. To stay updated on their latest collections and news, visit their official website or follow them on Instagram and Facebook.

Instagram: https://www.instagram.com/moidienstudio/

Facebook: https://www.facebook.com/moidienstudio

REFERENCES:

Domingos, M., Vale, V. T., & Faria, S. (2022). Slow Fashion Consumer Behavior: a Literature Review. Sustainability, 14(5), 2860. https://doi.org/10.3390/su14052860

Hoang, B. (2022, October 4). Môi Điên x Piktina: Cú đánh thức tinh thần thời trang bền vững. Men’s Folio Vietnam. https://mensfolio.vn/moi-dien-x-piktina-cu-danh-thuc-tinh-than-thoi-trang-ben-vung/

Hoang, Q. (2018, July 19). Môi Điên và những biên độ sáng tạo. Vietcetera. https://vietcetera.com/vn/moi-dien-va-nhung-bien-do-sang-tao

Lace, N. (2018, November 29). Moi Dien, Vietnam’s Experimental Fashion Brand | Hive Life Magazine. Hive Life Magazine; Hive Life. https://hivelife.com/tom-trandt-moi-dien/

McNeill, L. S., & Snowdon, J. (2019). Slow fashion – Balancing the conscious retail model within the fashion marketplace. Australasian Marketing Journal (AMJ), 27(4). https://doi.org/10.1016/j.ausmj.2019.07.005

Moi Dien. (n.d.). ABOUT. MoiDien. https://moidien.com/pages/about

Nguyen, T. V. A., Vu, T. B. N., & Pham, Q. H. (2023). Sustainable Fashion Consumption Trends Of Vietnamese Youth. Journal of Humanities and Social Science, 28(8).