Q & A with fashion brand phuong my


MM: Can you introduce your brand and yourself in a few sentences?


PHUONG MY is a luxury line of designer Phuong My. Each season, PHUONG MY presents new collection dedicated to separate themes honoring the Oriental beauty of Asian women - who are known for their talent, enthusiasm, feminine beauty, subtlety but also strong will. Designer Phuong My is well-known for her signature silhouette featuring hour glass, cocoon shape in the lower parts of dresses that highlight the beauty of women’s shape. Luxury materials are hand -selected from prestigious textile mills in HongKong, Tokyo, Milan and Paris to ensure the highest quality and perfection.


MM: Can you describe your creative process? Where do you find inspiration in your day-to-day life?


Imagining women as a canvas and their deeply-rooted characteristics as water colors, Phuong My painted women by their femininity, delicacy and charm. These influences came from her childhood memories living in the gracious life of grandmother and mother. She was taught to exemplify perfect etiquette in every occasion; to dress and carry herself with dignity; and to speak eloquently in conversation. She grew up to become a woman of grace. When it comes to evening dresses and formal gowns, Phuong My understands essential elements that make women shine in her special moments. She draws inspirations from graceful women around her to create designs that exude the hidden charm of women.


The signature silhouettes of Phuong My are wasp waist that accentuates women’s hour glass figure with cocoon shape in the lower parts of dresses. This concept is inspired by the beliefs and ideologies of beauty in the East world; women should have a small waist and a back that is as smooth as pearls. Mastering the language of fashion design, Phuong My is a true artist; she visualises her signature silhouettes that help sculpt the body of women in unique artistic forms and exquisite shapes that describe both soft and strong side of women.


An infinite quest of perfection is reflected in Phuong My’s attention to details throughout her designs.


With flowers as symbols of feminine beauty, dresses are adorned with flower-inspired details to give intricate touches. This appears in collars as well as decorative details made by satin, beads, Swarovski crystals or feathers. There are more than 70 artisans from famous fashion studios were hand-selected by Phuong My to work on specific pattern design.

MM: What kind of questions do you ask yourself when you begin creating a collection?


What does the PHUONG MY women like to wear/ see this season. I belive each collection we are telling a story, a concept behind the brand. At the end of the day, our customers come to us to buy a lifestyle, a story, not just a piece of clothings.


MM: How has your work evolved since you began your own label?


I understand more of my customers, of who will wear the designs I draw, of who they are and what they look for. The work reflect the women of PHUONG MY brand.

MM: How do you find working as a designer in Vietnam? Has the culture/surroundings affected your design aesthetic? Do you feel connected to your home?

I travel very often and do not stay in one place. I believe today world is global and connected. To be a designer in Vietnam is the same as being a designer anywhere else in the world. You get access to the same information, the same resources. However, my designs are deeply influenced by the Asian Culture –the Oriental beauty.

MM: What sparked your interest in fashion design?


Our greatest inspiration comes from the exquisite virtue of Asian women, who are at the same time fervent and feminine, bold and delicate. Behind their dainty grace, lies brilliant compassion and admirable strength. With beautiful, striking silhouettes clothed in the most exclusive luxury fabrics, designs of Phuong My embrace the feminine figure of the Orient.


MM: How did you learn the business of fashion?


By being in it, be a part of it everyday.


MM: What is your favourite part of being a designer? What drives you to design?


To have a fashion company and to be able to sustain the company, 90% of the time I must learn how to do business, how to balance number, finance, manage people, production, etc. Only 10% of the time I get to truly be a designer and design. It is still my favorite part of the job. When I get to design, I truly am happy and live in that moment.


MM: What is the inspiration behind your S/S19 collection to be showcased at Vancouver Fashion Week?


This season, we take inspiration from sounds and color. The contrast between the smallest sound to the deepest, the slow note to the fast emotional beat. The solid dark color with a hint of light. We called this collection Sonorous.

Follow Phuong My on Instagram @phuong_my and check out the website here.