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T R E N D S P O T T I N G
The brand guru of Saigon and beyond,
Liccioni grew up surrounded by the
lavender fields in Provence before
moving to Dusseldorf, London, New
York, Hong Kong and Bangkok. His
Eurasian roots brought him to Vietnam
where home is just a block from the
Notre Dame Cathedral and in the other
direction, Vincom Center, Saigon’s
first premium shopping mall in District
Johnny Hien
29,
stylist
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Spotted!
1.
The creator of his namesake PR
and communication consultancy,
Liccioni, weaves between the world of
fashion, beauty and entertainment, to
name a few. Working with brands and
businesses to create large-scale events
and media campaigns has made him a
familiar face among the stylish elite.
How is Saigon’s style different from
what you will find in Hanoi?
Compared to Saigon, Hanoi’s style is
still more brand-driven than fashion-
driven. While many people in Saigon
are also still prone to wear something
because of its brand status, you
find more people who’ll use their
fashion sense to express an individual
sensibility.
Where do you see the style trends
going next?
When the economy goes down,
creativity goes up. So hopefully more
individual style will come of it and less
conformity to global trends. There is
an increase of good local designers
in Vietnam with a huge amount of
creativity and sense of fashion that
works for Saigon. But their collections
often lack structure and are not
merchandised to achieve better sales.
They also lack good-quality fabrics.
What would you say has been the
biggest change in the style scene
recently?
Street fashion and cool casual style.
Younger people are keen to include
street style in their dress sense.
They understand the breadth of style
beyond the confines of their immediate
surroundings: all this participates in
their style education.
