Maison Song — hand embroidery and living crafts of Vietnam

Location: Vietnam

Dates:1998–2016

Overview: a lifestyle brand inspired by colonial serendipity, built around Vietnamese craft.

At its heart, hand embroidery, the living soul of Vietnamese craft.

Around it: hand-woven hemp from the Hmong of Sapa, lacquered silk from Tân Châu, indigo dye, quilting from Thanh Binh, weaving from Thanh Hoa. Each craft identified, then reinterpreted in a tropical lifestyle.

Boutiques and worldwide export. Private label for hotels, brands, private clients.

What clients took home was an emotion.

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For twenty years, one question stayed with me. how do we keep these fragile knowhows from disappearing?

I came to believe that luxury must claim them openly. Not hide the hands behind the label. And that’s what’s happening now in luxury.

Maison Song — hand embroidery and living crafts of Vietnam

At its heart, hand embroidery, the living soul of Vietnamese craft.

For twenty years, one question stayed with me. how do we keep these fragile knowhows from disappearing?

The Presidential Club (interior)