When Katseye, the viral girl group formed by South Korea’s Hybe (the agency behind BTS) and US-based Geffen Records, made their Coachella debut this year, the five members — Sophia, Lara, Daniela, Yoonchae, and Megan — looked like fairies as they performed hit songs like “Touch”, “Internet Girl” and their latest single “Pinky Up”, wearing surrealist, candy-colored ensembles.
Selected by Katie Qian, the Los Angeles-based stylist whose clients also include Tyla and Camila Cabello, the clothes were custom-made by Vietnamese fashion brand La Lune. It’s not the first time that La Lune has been worn by a celebrity or Korean idol; among its fans are also Lisa of Blackpink; Karina, Winter, and Ningning of Aespa; and Pharita of Babymonster.
Indeed, La Lune is one of several fashion brands hailing from Vietnam that have captured the hearts of K-pop stars in recent years. Also among those gaining traction is Fanci Club, whose Y2K-inspired ruffled dresses and corset tops have been a hit with all four Blackpink members, Minju of Illit, and singer-slash-actress Chuu. Meanwhile, Cong Tri’s intricate designs have been worn by Lisa and fellow Blackpink member Rosé. And L Soul’s hyper-feminine pieces have been sported by Korean girl groups Twice and Babymonster, as well as Blackpink for its 2025 Deadline world tour, which marked the group’s return after nearly two years of solo activities.
As one of the world’s biggest textile and apparel exporters, Vietnam has long been associated with mass production. Its $46 billion manufacturing industry, driven by competitive labor costs and extensive free-trade agreements, supplies global brands like Nike, Zara, and The North Face. And while Vietnam remains a highly lucrative consumer market with young shoppers who embrace high street fashion, a new generation of brands — including Fanci Club, La Lune, and Cong Tri, as well as Gia Studios, Huelley Huelley, and Moi Dien Studio — have been shifting their focus to producing higher-value finished products, some made with artisanal techniques and materials.
As a result, their designs are being worn at high-profile events globally. When Aespa wore custom La Lune in 2021 to MBC Gayo Daejejeon, an annual end-of-year South Korean music show, it was a real turning point for the label, says founder Quách Đắc Thắng, better known by the moniker “Vicki Virus”. “At first, my customer was just Vietnamese, but because of social media, and also when Aespa wore my clothes, the brand became more and more known,” Thắng says.
Thắng believes the agility of La Lune, along with its bold, experimental silhouettes (for example, its bestselling wide-leg jeans, embroidered with bat wings) has been attractive for K-pop stylists, who often seek eye-catching styles for their clients. The designer also emphasizes La Lune’s versatility and white-glove treatment. “We’re always online and keep discussing until everything’s done. We stay in touch with them every step of the process. Our team always makes things on time and we make everything happen on their schedules.”
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