Models in áo dài (Vietnamese traditional dress) at a fashion show that opened the 7th Áo Dài Festival in HCM City on Sunday (October 11). — Photo courtesy of HCM City Department of Tourism

HCM CITY — Nearly 20 new collections of áo dài (Vietnamese traditional dress) by renowned designers were displayed by models and artists on stage during the seventh annual Áo Dài Festival that opened on Sunday (October 11) in HCM City.

The event, which runs until the end of next month, features activities praising the charm and elegant beauty of the áo dài. It is part of an effort to promote the city as a friendly, safe and exciting tourist destination.

Speaking at the festival’s opening ceremony on Sunday (October 11), Chairman of the HCM City People’s Committee Nguyễn Thành Phong said the festival is held to promote traditional cultural identity and the image of the country to foreign tourists.

The festival has been highly rated by locals and foreigners in the last six years, Phong said.

Nearly 500 new designs of áo dài by 14 designers such as Nguyễn Tuấn, Việt Hùng, Võ Việt Chung, Ella Phan, Tuấn Hải, Nhật Dũng, Đỗ Trịnh Hoài Nam, Tạ Linh Nhân, Liên Hương, Ngô Nhật Huy and Vũ Thảo Giang debuted at the festival this year.

Many Vietnamese beauty queens, artists and celebrities were official festival ambassadors, including Miss Universe Việt Nam 2019 Nguyễn Trần Khánh Vân, Miss Việt Nam 2018 Trần Tiểu Vy, People’s Artist Kim Xuân, Meritorious Artist Phi Điểu, Meritorious Artist Trịnh Kim Chi, singer Nguyễn Phi Hùng and MC Quỳnh Hoa.

Activities to inspire the public are being held until the end of next month at high schools and popular tourist sites in the city such as the War Remnants Museum, the Central Post Office and the Áo Dài Museum.

An online contest on video production with the theme “I Love Việt Nam’s Áo Dài” was launched for the first time. Áo dài lovers at home and abroad are able to customize their videos with pre-made clips to praise the beauty of áo dài. About 10,000 videos created by locals and foreigners are expected to be made.

The event, which was rescheduled from its original date in early March due to the COVId-19 pandemic, marks the beginning of the largest ever tourism communication and stimulus campaign, titled “Hello HCM City”.

The campaign, which runs until January next year, is aimed at kick-starting the tourism industry. — VNS