The Southeast Asian wave has well and truly taken over fashion’s vanguard by now, with brands popping up all over the region, from Malaysia and Indonesia to, of course, Vietnam. The latter, in particular, has been making quite the impression in recent years, with a new generation of designers bringing Vietnamese fashion to an increasingly international audience. And if you’ve been keeping up with the wardrobes of your favourite K-pop stars, chances are you’ve already come across a few of them. Among these names is Lsoul, the Vietnamese label founded by Nguyễn Trọng Lâm.
Known for its flattering silhouettes and a penchant for romantic details, the brand has developed a distinct design language, with lace meeting striking cuts and fluid draping. It’s an aesthetic that has clearly caught the attention of some of pop’s biggest names. Blackpink’s Jennie wore the label during promotions for her single Mantra, while IU and Madison Beer have also been spotted in its designs. More recently, Lsoul was even tapped to create custom stage outfits for all four members of Blackpink during their Deadline World Tour.
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And now, the brand is bringing its designs a little closer to home with the opening of its first Singapore flagship at 313@somerset. Following its expansion into Bangkok and Shanghai, the new boutique marks another milestone for the label, giving local shoppers the chance to explore its collections in person. The store houses its ready-to-wear offerings alongside accessories, including bags and shoes, as well as pieces from its latest collection, L’amour.
Its fall/winter 2026 lineup, which made its debut at Shanghai Fashion Week earlier this year, explores the many facets of romance while retaining the daring silhouettes that have become central to the brand. The range also explored contrasts in texture, with leather appearing alongside sheer fabrics and lace, while corsetry featured prominently throughout. Soft pastels gradually gave way to darker shades before settling into neutral hues, tracing the different stages of love, from the excitement of a first encounter to the more complicated feelings that follow.
With the brand continuing to make its mark internationally, we caught up with Lâm to learn more about its design identity and what’s next for Lsoul.
Lsoul has built such a recognisable look, from its draping and lace to its proportions—what makes a design distinctly Lsoul?
It’s all about the cut and shape of the clothes and how they fit the body. When girls wear Lsoul, they feel confident in their own unique style and personality. They can stand before the crowd and before the world and say, “I am who I am, and I know who I am.”
Lsoul has become popular among K-pop stars and performers, why do you think your designs resonate with them?
Lsoul is a young brand built by young people, and that’s why it has such a strong connection with stylists and celebrities. They have that same young energy and mindset, which creates a natural connection with the brand. It also helps bring the voice of Vietnamese designers to the world.
You’ve described L’Amour as reflecting your 11-year journey with Lsoul, with love understood as companionship. What inspired the collection?
The L’Amour collection is a very personal story for me, inspired by my own experiences. The collection tells a love story, beginning with the innocence and sweet moments of two people meeting for the first time. It then explores the different emotions that come with being in love, including jealousy, before eventually reaching a happy ending. I’m sure that everyone who has experienced love will recognise these feelings and understand the emotions behind the collection.
When people see the collection and its designs, I hope they will feel those emotions too. From the bows to the smaller details, each element expresses the language of love and its symbolism. I believe the collection has been successful because it has received so much love and appreciation from the fashion community and the people who have seen the designs.
Why did you choose Singapore as your next destination, and what do you want Singaporeans to discover about Lsoul?
After Bangkok and Shanghai, Singapore was the next destination for Lsoul. Singapore is a beautiful country with an open market, especially when it comes to fashion. Singapore is also close to Vietnam, and we see it as a platform for Vietnamese fashion. We felt confident about expanding here, but we also wanted to make sure we had the right timing and the right team before opening our first store in Singapore.
Lastly, what’s next for Lsoul?
In the next two years, we want to open two more stores in Singapore. I also want to focus on the Chinese market. And in Vietnam, our beloved country, we want to continue strengthening the brand’s presence and make Lsoul a destination that people want to visit when they come to Vietnam.
