A Vietnamese local brand promoted by many Korean stars suddenly removed its signboard and closed its doors. Previously, this brand caused a stir because BlackPink, Twice, and IU chose to wear its clothes.
In recent years, many Vietnamese local brands have received recognition from the international market and have had the opportunity to collaborate with many famous people. LSEOUL - A Vietnamese brand that has gained popularity in Thailand, China and South Korea has suddenly removed its signboard and closed its doors. This move is surprising because the brand has been doing well.
After a period of ambiguity, the brand said it would remove the old name and replace it with a new one. The rebranding after 8 years of establishment is a step for this brand to expand further in the international market and change the way it approaches customers. The old name caused this local brand to be mistaken as being from Korea.
Previously, many Kpop stars trusted and chose clothes from this Vietnamese brand. The most recent example is Lisa (BlackPink), she wore a black feather-covered coat in MC New Woman . This image of Lisa is causing a stir on social networks.
In August, the brand was embroiled in controversy when foreign designer Kateryna Chyrka accused the brand of borrowing ideas. The designer claimed that the feather outfit Lisa wore in the MV New Women plagiarized her design. In response to the accusation, LSEOUL provided many evidences to confirm that it did not plagiarize. After receiving feedback, the designer admitted his mistake, proactively apologized and deleted the clip with more than one million views on TikTok.
During the launch of the Jentle Salon collection in collaboration with Gentle Monster, Jennie also wore a dress from the Vietnamese brand. The dress was quickly "hunted" by young people and sold out.
After Jennie promoted the outfit, the brand was accused of using the celebrity’s image to double the price. The brand affirmed that it would not increase the price based on external factors, and explained that the price depends on the material and production time.
In late 2023 and early 2024, Thai tourists flocked to Vietnam to travel and shop for clothes. The youthful, trendy, flattering and affordable designs of local brands are popular with young Thai people. Even Lisa, Lukkade... joined this trend. BlackPink members also came to Vietnam with their friends and tried on clothes at many local brands in Ho Chi Minh City.
Besides BlackPink members, many other stars such as Twice, IU, Dara (2NE1), Madison Beer, Babymonster... also actively wear clothes from Vietnamese brands, causing fans' purchasing power to skyrocket.
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