The evolving tradition of GIA STUDIOS, passing on what has been woven to the next generation

GIA STUDIOS is a Vietnamese brand founded in 2018 by designer Lam Gia Khang. GIA” means ‘house’ in Vietnamese and is a family business that connects the family business by him who was literally born into a family that was a tailor. The brand interprets traditional Vietnamese clothing through a lens tailored to the modern woman. What is ahead of GIA STUDIOS’ challenge to support the Vietnamese fashion industry in a big way in spite of its minimalistic design?

Craftsmanship inherited by the family

Born into the fourth generation of a tailoring family, Lam Gia Khang grew up in constant contact with clothing from an early age. His mother routinely picked him up from kindergarten and took him directly to her workshop so that she could watch over him while she worked. As a result, the sewing tools became his best friend and taught him how to sew without his knowledge. His childhood experience is his starting point.
　
After competing in the reality show “Project Runway Vietnam” in 2013 and winning third place, he studied design and fashion again at the London College for Design and Fashion in Hanoi to improve his skills. It is no exaggeration to say that he was born to be a designer, having been exposed to fashion from an early age and following the rails to become a designer.
　
For him, his mother, a great presence in his life as a designer, is indispensable. It goes without saying that he learned his attention to detail and attitude toward fashion from his mother, who has been making clothes for the women who visit her tailor shop. Today, he still directs the brand with his mother and son, who are also his best colleagues to support him. From sketching to production, they work side by side with him to manage everything and keep his passion for the brand.

CULTURAL APPRECIATION, NOT CULTURAL APPROPRIATION

An essential part of the appeal of GIA STUDIOS’ clothing is his method of taking Vietnamese ethnic costumes and incorporating them into modern pieces. He takes inspiration from the halter-neck “ao yam” undergarment and the Ao zai. For the Vietnamese people, the Ao dai is a traditional costume consisting of a tunic dress and pants worn by both men and women on festive occasions and holidays, and dates back to the Nguyen Dynasty in the 18th century. Like the Japanese kimono, the ao dai is a traditional garment, yet it is rare to see people wearing it in their daily lives.
　
Change is necessary to keep the tradition alive for future generations. To this end, Lam Gia Khang is creating a new Vietnamese culture. Transparent pants, shirts that are exquisitely high above the knee, and elegant female figures. Using Vietnamese silk and wool, and working with local artisans to preserve the country’s craftsmanship. Such Made In Vietnam clothes have expanded to the United States, Hong Kong, Japan, and other countries, attracting many customers.

GIA STUDIOS' Challenge is to be Sustainable

GIA STUDIOS items are simple yet made of high quality materials. The pieces that adorn an adult woman’s wardrobe are not fluidly designed to follow trends, but are timeless and will be loved 10 to 15 years from now. From the very beginning, they have believed in sustainability and have continued to run with it. And they will continue to place the highest priority on sustainability in their manufacturing. From now on, they aim to change to environmentally friendly materials in order to avoid dependence on natural materials. In addition, they are developing packaging and hangers using biodegradable plastic. Passing on the ancient traditions to the future will lead to the protection of the earth.

Like a cool breeze in the hot and humid Vietnamese weather, GIA STUDIOS’ clothes are somewhat light and healthy. Looking at the archive photos, one can see a lineup of designs that could be enjoyed both in the city and at resorts.

His ambition to connect with the times has achieved growth beyond the framework of a family business to become a leading brand in Vietnam. The challenge of GIA STUDIOS has only just begun with the craftsmanship that has been passed down from generation to generation from the family and the interpretation of tradition through his lens.