In recent years, the image of Vietnamese artists at international fashion events is no longer rare. From Son Tung M-TP, Ho Ngoc Ha to Hieuthuhai, Amee..., each person is building relationships with luxury brands in different ways.
The increasing appearance also makes concepts such as "an ambassador", "Friend of the House", "VIP guest" or "first-row guest" frequently appear in the media. However, are these titles of great value?
From guests to ambassadors
In the luxury fashion industry, an artist appearing at a show does not necessarily mean they are brand ambassadors.
Fashion houses have many forms of working with celebrities, from inviting to events, cooperating in campaigns, building long-term relationships, Friend of the House to ambassadors in each market or global ambassadors.
There is no absolute common hierarchy between all brands. However, a title officially announced by a fashion house often shows a deeper relationship than an artist appearing at a show.
In Vietnam, Son Tung M-TP is one of the notable cases. In 2023, Gucci announced that the male singer became Friend of the House in Vietnam. Before that, he had many years of contact with the brand, including participating in the introduction event of Gucci's Autumn-Winter 2018 collection in Hong Kong (China).
Ho Ngoc Ha was also announced by Gucci as Friend of the House in 2023. After that, the female singer continued to appear at fashion shows in Milan and expanded relations with Bvlgari, where she held the role of Friend of the House in Vietnam.
But the official title is just a cross-section in the journey of Vietnamese artists in the international fashion industry.
Hieuthuhai is another example. The male rapper is building increasingly clear relationships with Louis Vuitton even though he does not need an ambassador title.
In 2025, he was invited by Louis Vuitton to attend the Spring Summer 2026 men's fashion show at Paris Fashion Week. Hieuthuhai appeared in the front row at an event gathering many international stars. During the trip, the male rapper also had a fitting schedule and used designs from the fashion house.
Before Hieuthuhai, Soobin also had a time accompanying Louis Vuitton. He once appeared on magazine covers with the brand's outfits and accessories, and also attended the Louis Vuitton show with Binz in Thailand in 2022.
When Vietnamese stars become regular customers of Paris, Milan
Another direction for Vietnamese artists is to increase recognition by appearing frequently at international fashion weeks. Chau Bui and Quynh Anh Shyn are two typical cases.
Through many Fashion Week seasons, Chau Bui has continuously been present in Paris, Milan, attending shows of Louis Vuitton, Hermès, Chloé, Dolce & Gabbana and many international brands.
Not only coming to see shows, her schedule usually includes fitting, attending events, implementing fashion content and changing her image according to the spirit of each brand.
Quynh Anh Shyn also built a similar direction but made a mark with a stronger experimental style. She has appeared at shows of Louis Vuitton, Dior, Rick Owens, The Attico, Onitsuka Tiger, Acne Studios...
The presence at Fashion Week is now also expanding beyond the group of fashionistas. Singer Anh Tu once attended the Lacoste show at Paris Fashion Week, while many other Vietnamese artists are increasingly appearing at fashion events in the region and internationally.
This shows that the gap between Vietnamese showbiz and major fashion capitals is narrowing. However, being invited to Fashion Week and becoming a link in the brand's global strategy are still two different stories.
For Vietnamese artists, the imprint is currently concentrated in three directions, including owning an official position in the Vietnamese market; building long-term relationships with the brand even though they have not become ambassadors; or increasing recognition through continuous appearances in Paris, Milan and international events.
Therefore, a top spot at Fashion Week is not the only measure.
The artist's position is also reflected in how many seasons they have been invited by the brand to return, where they appear in the show, whether they are present on official media channels or not, which campaign they are selected for and whether the relationship is progressing towards an official title or not.
