Despite your Explore page spilling over with a surplus of trend options in an endless, dynamic catalogue of style, Vietnamese brand Huelley Huelley manages to cut through the noise. If you have a discerning eye for unique fashion, perhaps you have chanced upon their viral fringe post. Featuring the distinctive lace-detailed Eira skirt with its delicate, layered curtain of fringe, paired with the Amie halter top with hand-beaded embellishments and tassel accents, the look certainly makes a statement.
Or perhaps you came across the popular Oanna cascading fringe dress, with its linen bodice and crystal detailing? With over 250,000 likes and counting, this ‘hip sway’ reel has clearly resonated. Across these designs, fluid construction encourages lithe movement and creates a gliding silhouette that follows the natural lines of the body. It is this balance between eclectic detailing and soft elegance that gives Huelley Huelley its appeal, making it a brand to consider for a contemporary wardrobe.
Established in Ho Chi Minh City, the Huelley Huelley brand family began in 2021 with sister label Huelleyrose. With its focus on refined structure, signature boned bustiers and lace-up corsets, Huelleyrose could be considered the more intrepid of the two, while Huelley Huelley, launched just last year, is more grounded in everyday ease. Releasing its designs in numbered collections, including the recent Collection 006, the label stays true to an ethos of softness, comfort and freedom, with a hint of flirtiness.
From sheer chiffon and intricate slip dresses with lace panels to flowing off-shoulder designs, the brand brings together the delicate and the boundary-pushing. Huelley Huelley is equally meticulous about craftsmanship, with each piece made by hand and an emphasis on quality and ethical production. Founded by Huynh Hanh Nhi, the Da Nang native first cultivated her career across fashion design, photography and styling before finding her own voice through her fashion house.
We spoke to Nhi about her avant-garde approach, her commitment to tactile artistry and why she hopes her brand will give modern women, with all their multitudes, the freedom to express their contradictions.
Huelley Huelley has enjoyed quite a bit of virality. Why do you think the brand has been able to successfully capture people’s collective imagination?
I’m not simply trying to sell a product. What I strive to offer is an emotional perspective—something people can genuinely feel when they encounter our designs. I want every piece to exist alongside imagery that feels alive. That sense of life has to be authentic enough to give the product a reason to exist. When everything is honest and sincere, I believe people naturally find their own way to connect with our work. They begin to see themselves in it, while the work remains open enough for each person to imagine and tell a different story of their own.
How do you feel about trends? Do you ever play into them?
Every aesthetic and trend reflects the spirit and needs of a particular moment in time. To me, fashion is inherently cyclical. Every era gives a certain style or form of beauty its chance to shine. That’s why we don’t chase trends. Instead, we choose to observe and reflect on ourselves, to understand who we are and where we truly belong. I believe that building a strong and authentic identity is what ultimately allows a brand to stand out in its own unique way.
Why is fringe a strong part of Huelley Huelley’s design identity?
Huelley Huelley was founded on July 21, 2025, so we’ve just celebrated our first anniversary. It was only during this first year that I truly discovered what Huelley Huelley belongs to, through one particular design—the ‘Eira’ skirt, with its hand-applied fringe. I still remember the very first moment I saw the finished piece. That moment became the foundation for writing the brand’s story and building the DNA that defines us today. The soul of the brand truly came alive when I watched the fringe move. For me, fringe is not simply a trend or a decorative detail. At this point in time, it is an essential part of Huelley Huelley’s design language.
Movement and the experience of tactility seem to be key in your pieces. Why is that?
Whenever I see fabric moving, or simply feel it with my hands, I have the impression that it is truly alive. That feeling fuels my imagination. It inspires the lines and structures of my designs, while also giving the visual world we create for the brand greater richness and depth. To me, a beautiful garment needs moments in real life where it can truly come alive. I always try to capture those fleeting moments and preserve them through the photographs we create for the brand.
You’ve spoken before about how you want women to defy expectations. How do your pieces allow them to do that?
I’m a woman myself, and I think that’s the foundation of why I care so deeply about this. To me, what a woman chooses to wear should be her own decision, not something dictated by society. I believe my work naturally speaks to women who share that mindset. People who are confident in their own identity eventually find one another. I found them, and they found me. That relationship is incredibly meaningful because I hope my work encourages them to embrace themselves even more, while they continue to inspire me to grow as a designer.
How would you describe the different aesthetics of Huelley Huelley and Huelleyrose?
If I had to imagine them as two women, Huelley Huelley would be free-spirited, energetic and emotionally expressive. She laughs out loud, speaks through her eyes and gestures, and loves wholeheartedly in a joyful, vibrant way. That spirit is reflected throughout the collections. There’s a strong sense of movement, playful silhouettes, a broader colour palette and a focus on softness and comfort rather than structured corsetry or rigid construction. These are clothes designed for everyday life, yet still rich enough to spark imagination. Huelleyrose, on the other hand, feels much quieter. She embodies delicacy and refinement, while carrying an intensely passionate inner world. That duality shapes every Huelleyrose collection.
What made you realise it was the right time to start your own fashion brand? What was the catalyst?
The turning point came when I wanted to prove to my family that the path I had chosen was worth believing in. I grew up in a family with limited financial means. When they saw me determined to pursue what seemed like an unrealistic dream, I understood how worried my mother was and why she felt that way. From secondary school onwards, I was deeply involved in performing arts. Being immersed in movement and performance shaped the way I perceive silhouette, proportion and the beauty of the female body in motion. After leaving university during my first year, I spent the next five years working as a stylist, freelance fashion designer, photographer, art director and in several other creative roles. Each experience taught me something new about fashion. Eventually, I realised I no longer wanted to tell someone else’s story. I wanted to build a brand that reflected my own perspective. I felt I had gained enough experience, confidence and responsibility to stand behind my own decisions. It became the most important turning point of my career.
How often do you drop collections? What does your production calendar look like?
In the past, I challenged myself to release a new collection every month. But over time, I found a process that feels much more authentic to the brand, so I no longer work around a fixed schedule. I only introduce a collection when I feel the story is complete and my team is truly ready. I begin with the final image I want people to see and feel. Only then do I design the garments to serve that image. Afterward, my team develops the patterns, selects the fabrics, and moves into production. Some pieces take four or even five months of experimentation before they’re ready. But I no longer measure success by time. What matters most is delivering a story that feels complete.
“More than anything, I hope women everywhere can discover who they truly are, so that clothing becomes something that celebrates their beauty rather than defines it.”
Ho Chi Minh design is seeing a massive surge in popularity right now. How does the local environment show up in your work?
I was born and raised in Vietnam, so everything I’ve experienced is deeply connected to this place. My family, my first love, the relationships I’ve experienced as I’ve grown older, and even the journey toward marriage have all become part of my emotional world. Naturally, they’ve found their way into the identity of my brands. I love observing ordinary things around me. Sometimes it’s simply the shape of a tropical leaf, something that instantly reminds people of where I come from. Other times it’s the architecture that gives a place its own identity. Sometimes those details become part of my designs. Other times, they remain in the imagery we create to tell our stories.
Who would you love to see wearing your designs?
More than anything, I hope women everywhere can discover who they truly are, so that clothing becomes something that celebrates their beauty rather than defines it. I don’t expect Huelley Huelley to be for everyone. I simply hope the women who genuinely connect with our values will find a piece that allows them to feel completely like themselves. If I had to name one person, it would be Zendaya. I admire her work ethic, the way she approaches love with both independence and self-respect, and the importance she places on kindness above every other expectation. To me, she naturally embodies the kind of femininity that Huelley Huelley hopes to celebrate.
5 / 5
Freya top
Available at Huelley Huelley.
Huelley Huelley items are available to shop globally online.
