The official website of the DANGHAIYEN fashion brand has announced that it will be closing its Flagship Store on 03 Hai Ba Trung, Hanoi, on June 30.
The website also shared a handwritten letter from the brand’s founder and designer, Dang Hai Yen, to her customers.
“In the next few months, it will be my 10th anniversary in this industry. And it’s also the time when I seriously question whether I truly belong in this superficial world. I long to go back to simplicity, to shut the door and just breathe. Perhaps this door will close, perhaps the next one will too, but I’ve never truly given up. Simply because this is what I do best,” wrote Dang Hai Yen.
Established in 2014, DANGHAIYEN has consistently pursued a “quiet luxury” aesthetic since its inception.
The brand’s designs are characterized by minimalism and sophistication, stripping away complexity and bringing garments back to the core of fashion. DANGHAIYEN aims to elevate Vietnamese design on the international stage.
The brand has dressed numerous Vietnamese celebrities, including Ho Ngoc Ha, Huong Giang, Jennifer Pham, and Diem My.
Prior to this announcement, DANGHAIYEN had set its sights on becoming an international brand by 2025.
In an interview with Dep+, Dang Hai Yen shared that she will be taking time off to reflect and find a way forward. While the international market is an enticing prospect for any brand, it is challenging to expand globally when there are issues in the domestic market.
“Expanding into new markets is not just about fulfilling a few online orders and shipping them out. I’m not setting my hopes on far-fetched goals. For now, I want to find a business model and design direction that stays true to DANGHAIYEN’s DNA of Quiet Luxury, even before the term became popular. In addition to DANGHAIYEN, I also run the brand Silàme, which caters to a younger demographic. It’s through managing these two brands simultaneously that I realized DANGHAIYEN needs a break to find the most suitable answer,” said Dang Hai Yen.
Before the closure, DANGHAIYEN will be hosting a private sale event, offering exclusive discounts to its loyal customers from June 12 to 19.
The final VIP event for DANGHAIYEN’s Resort ’25 collection will be held at the store located at 03 Hai Ba Trung.
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