HÀ NỘI — Popular fashion brand Ivy Moda will hold its annual fall-winter show this Saturday (October 13) at the National Convention Centre.

The show, titled Tomorrow Land, will feature 100 looks for women, men and kids created by designer Graeme Armour from the UK and his Vietnamese colleagues at Ivy Moda.

“This show bears a new mission – a big change by Ivy Moda to reach the international market,” said Lê Thị Ngọc Linh, deputy general director of the company, at a press conference on Tuesday.

The show will include ready-to-wear casual fashion for women & men, Ivykids fashion and senora [party] outfits.

Over the past 13 years, Ivy Moda has confirmed its name with office-style clothes for women, clothes for men from last year and clothes for kids this year, she said.

“We want to be a trendsetter for the domestic market,” she said.

“Our products are not only designed in the most up-to-date styles, but also use the best quality materials approved by textile authorities in Việt Nam.”

“The collection is a new beginning; a new statement, the joy of the unknown, and what comes tomorrow we don’t know. So we named the collection Tomorrow Land,” designer Armour told Việt Nam News.

“It’s a combination of my European style and Vietnamese style,” he said.

According to Nguyễn Lê Vũ Linh, business director of Ivy Moda, the company chose Armour due to his rich profile and experience.

A graduate from Central Saint Martins, Armour worked with Alexander McQueen whilst completing an MA in womenswear. After graduating he was approached by some of the biggest names in fashion - including Emanuelle Ungaro and Karl Lagerfeld - but elected to set up his eponymous label in 2007.

A finalist in Colin McDowell’s Fashion Fringe, he was named Scottish Young Designer of the Year at the Scottish Fashion Awards in 2008, judged by vogue.com editor Dolly Jones, Hilary Alexander and the Hon. Daphne Guinness.

Hoàng Kiều Vân Trang, director of design at Ivy Moda, said for this collection, various trendy materials such as wool, sequins, leather, 3D cotton, tweed and chiffon had been used.

“We have worked with Armour for the past six months,” she said. “There have been disagreements in choosing the patterns and arranging the designs, but we have overcome them to find satisfactory solutions.”

Armour appreciates Ivy Moda’s products in terms of style and materials.

“I think Ivy Moda has a positive future in the Vietnamese market with great products and a great customer base,” he told Việt Nam News.

This November, Ivy Moda will set up its first representative office in Russia to conduct market research before opening its first stores in Russia.

The company will also open stores in neighbouring Asian countries soon.

It currently has 64 stores throughout Việt Nam. — VNS