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Lucienne is a slow fashion brand inspired by one of the strongest women in my life, my grandmother. Lucienne Leonie Huard. Lucienne’s story, including her life in Vietnam, left an impact on me so much that one of my goals for the brand is to showcase the works of Vietnamese fashion designers.
My grandmother was a creative and resourceful person, and she made some of her dresses herself. I often think this brand should have been hers! That’s why photos of her outfits served as a reference for Lucienne’s first collection and why it’s named after her.
Lucienne, Southern Vietnam, 1938
Caroline-Lucie, Los Angeles, 2019
A warm welcome from the granddaughter.
Hi! My name is Caroline-Lucie (pictured in the second image above). The stories about my grandmother’s time in Vietnam have always particularly fascinated me - so much so that I started spending more and more time in Southeast Asia, particularly in Singapore and Ho Chi Minh City. Creating the brand Lucienne is a long-time project of mine. It started in 2016 when I took a course on creating a fashion business at Central Saint Martins in London.
Brand vision
I believe that style should be intentional. “Where do my clothes come from?”, “Who makes my clothes?”, “Are my clothes made from materials that can be traced?” These are just a few of the questions I want people to start asking themselves. As the founder of a fashion brand, I want to integrate this idea with Lucienne’s concept, which is all about slow fashion. I want my clients to curate their wardrobes carefully, adhering to the “less is more” philosophy as a way to be kinder to our planet.
LUCIENNE STANDS FOR 3 VALUES:
French & Vietnamese flair
Combining Parisian style and Vietnamese craftsmanship to create timeless wardrobe staples.
Ethical fashion
Our creations are made to last. From sourcing fabrics and materials to practicing fair trade, we are committed to longevity.
Powered by women
We work with talented women from Vietnam – from seamstresses to designers – and make stunning creations together.
I create timeless pieces with a touch of Vietnamese craftsmanship and focus on the longevity of the clothes to make up the ultimate capsule wardrobe. Think classic silhouettes, a fresh take on accessories, and sophisticated designs.
WHY NOW?
We need to rethink fashion.
The year 2020 and 2021 has shown how broken the fashion industry is. From unpaid labor to toxic materials, we still have a long way to go to improve our efforts to make the industry less damaging. With Lucienne, I hope to shed light on these issues through my garments and the whole design process.
Team
Linda is a fashion designer based in Paris, France. She has over 12 years of experience in entrepreneurship and sustainable fashion design for German and French brands produced in Vietnam. When she is not busy coming up with new designs for Lucienne, Linda likes to do rock climbing or spend weekends away from the city.
Caroline is an entrepreneur who has lived and worked in Asia, Europe and the US. As a child, she loved drawing pictures of well-dressed women, proving her interest in fashion at an early age. Caroline still very much enjoys drawing, as well as traveling, doing yoga, and writing about entrepreneurship, coaching and more.
Based in Ho Chi Minh City, Jérémy and Ha, the founders of Arrow project, provide fashion design, production, branding services.