Chloé opens first boutique in Ho Chi Minh City, celebrating effortless femininity
Chloé opens its first standalone boutique in Vietnam at Saigon Centre, marking the French luxury house's official market entry with a focus on effortless femininity and personal freedom.
Chloé has officially opened its first boutique in Vietnam, located within Saigon Centre in Ho Chi Minh City. The debut marks a significant milestone for the French luxury house, which has anchored its creative vision around what the brand describes as "Parisian femininity" and freedom of personal expression.
The boutique launch event drew Vietnamese fashion influencers and industry figures including Ninh Dương Lan Ngọc, Châu Bùi, Khả Ngân, Thảo Nhi Lê, and others. Each guest interpreted the brand's core aesthetic through their own styling choices, reflecting Chloé's philosophy that feminine beauty transcends rigid conventions.
Designed with a neutral palette, natural materials and refined minimalism, the 565-square-metre boutique showcases the full spectrum of Chloé's offerings: ready-to-wear, handbags, footwear and accessories. The space embodies what the brand describes as "timeless elegance and warmth."
The Collection on Display
Guests at the launch wore pieces from Chloé's Summer 2026 collection alongside heritage silhouettes. Ninh Dương Lan Ngọc paired a vivid pink knit top with an asymmetric skirt and the house's signature Banana Bag, demonstrating what the brand terms "effortless femininity." Châu Bùi wore a draped nude chiffon design with the revived Paddington Bag—a logoized shoulder carry that Chloé has reintroduced as part of its current direction.
Other attendees including Jun Vũ, Hoàng Ku and media partners reinforced the breadth of the collection's appeal across different style preferences, from bohemian lace to structured tailoring.
A New Chapter in Vietnam
The opening reflects Chloé's broader expansion strategy in Southeast Asia. The boutique introduction comes under creative director Chemena Kamali, whose tenure has emphasised romantic storytelling, wearability and contemporary sensibility. For Vietnamese customers, the brick-and-mortar presence signals the brand's commitment to the market beyond wholesale distribution.
According to the brand, the space invites visitors to explore Chloé's full creative narrative—one centred on personal autonomy and refined taste rather than trend chasing.
