The Vietnamese fashion label is now available at Le Bon Août at Bangsar Village II

The Vietnamese fashion scene is undoubtedly having its moment. From tailored suits and contemporary dresses to edgy streetwear, Vietnam has emerged as an underrated fashion force, with its homegrown labels gaining increasing international recognition. One brand we’ve recently come to know is WHITE ANT, a designer womenswear label founded in 2006. As one of the early pioneers of sustainable fashion in Vietnam, the brand is on course to become the country’s first sustainable fashion label.
During his trip to Malaysia for the launch of White Ant at Le Bon Août, Bangsar Village II, we spoke to founder Bach Cao Cuong about the brand’s journey, its approach to sustainability, and the Vietnamese fashion landscape as a whole.

Vietnamese fashion labels have been gaining significant attention across the region in recent years. What do you think is driving this new wave?
I don't see it as a passing trend. I believe it is the result of years of steady growth and continuous evolution.
Today, Vietnamese fashion brands are no longer focused solely on manufacturing. We are investing in design thinking, brand identity, craftsmanship, and product quality. We understand that succeeding internationally is not about following trends, but about creating a distinctive design language and telling an authentic story.
At the same time, Vietnam is home to a remarkable generation of designers, artisans, and creative talents. Craftsmanship, resilience, and creativity have always been part of the Vietnamese spirit. Today, many of these talents have had the opportunity to study, work, and gain experience within global fashion education systems and international creative environments before returning home to contribute to the growth of Vietnam's fashion industry.
More importantly, Vietnam is becoming increasingly connected to the contemporary global fashion dialogue. We are embracing international standards in design, craftsmanship, quality, and brand building while preserving the richness of our cultural identity, traditional craftsmanship, and local values. I believe this balance between global integration and authentic identity is what makes Vietnamese fashion increasingly relevant on the international stage.
I believe this is only the beginning. In the years ahead, Vietnamese fashion brands will be recognised not simply for being “Made in Vietnam”, but for having their own creative voice and making meaningful contributions to the future of global fashion.
Because today, fashion is no longer defined by where it is made, but by the originality of its ideas and the values it brings to the world. And I believe Vietnamese fashion is ready for that conversation.

What do you think sets WHITE ANT apart within Vietnam’s fashion landscape?
I believe differentiation is only the starting point. What matters even more is building an identity that is distinctive, recognisable, and enduring over time. That philosophy has guided WHITE ANT for nearly two decades.
From the very beginning, WHITE ANT has been built upon three foundations. —timeless elegance, sustainable fashion and craftsmanship. I believe it is this harmony that has shaped WHITE ANT's distinctive design language. Beyond this, we place great emphasis on silhouette and garment construction. At WHITE ANT, a design is only truly complete when it strikes a balance between aesthetic beauty, impeccable fit, and the experience of wearing it.
We are not building WHITE ANT to be remembered for a single successful collection. Our ambition is to create a brand that accompanies women through different chapters of their lives, allowing every design to evolve alongside both its wearer and the evolution of the brand.

What is the biggest challenge in creating pieces with strong construction while ensuring they still feel effortless to wear?
I believe the greatest challenge is making complexity disappear.
At WHITE ANT, every collection begins long before the first sketch. We carefully source fabrics and trims from some of the world's leading suppliers, particularly in Japan, Italy, Germany, and South Korea — countries renowned for their exceptional textile innovation, premium tailoring standards, and uncompromising quality. Every material is selected not only for its beauty, but also for the way it drapes, moves, and feels against the body.
The development of each collection takes between six months and a year. Every design goes through multiple stages of research, pattern development, fittings on real bodies, proportion adjustments, and refinement before entering production. Throughout this journey, each piece undergoes several rounds of quality control — from prototype evaluation and production-line inspections to final checks at our central warehouse. We combine premium tailoring techniques, modern technology, and artisanal craftsmanship to create garments with precise construction while preserving softness, fluidity, and natural movement.
That, to me, is the greatest challenge. A woman should never have to think about the engineering behind a garment. She should simply feel confident, comfortable, and free in every movement.

WHITE ANT is now entering Southeast Asia for the first time through Malaysian multi-label store Le Bon Août. Why did you choose this moment to expand into the Malaysian market?
I see this as much more than entering a new market. For us, it marks the beginning of a new chapter in WHITE ANT's journey — one where the values we have patiently cultivated over nearly two decades can be shared with a wider community across the region.
We have never measured our growth by how quickly we expand. Instead, we have chosen to invest our time in building a strong foundation: refining our design language, elevating our craftsmanship, strengthening our product development process, and remaining true to our philosophy of timeless elegance and sustainable fashion. Only when we felt the brand had reached a certain level of maturity did we believe it was the right time to take this next step.
Malaysia felt like a natural place to begin. Beyond its vibrant fashion landscape, we see a community of women who appreciate thoughtful design, exceptional craftsmanship, and garments with lasting value. There is also a cultural and climatic familiarity between our two countries, allowing WHITE ANT's design language to resonate naturally with everyday lifestyles.
Equally important was finding the right partner. Le Bon Août is not simply a multi-label store; it is a curator of independent designer brands with a distinctive point of view. We share the same appreciation for authenticity, craftsmanship, and timeless design. That shared vision gave us confidence that WHITE ANT would be introduced in the right context and to the right audience.

Tell us more about the Gallop collection. What inspired the collection, and what story did you want to tell through its silhouettes and details?
Speed Gallop Resort '26 was born from a simple belief: "Move In Your Own Rhythm."
This is more than the campaign's message; it reflects the philosophy behind the entire collection. We live in a world that constantly encourages us to move faster, achieve more, and keep up with expectations defined by others. I wanted to tell a different story — that true confidence comes from understanding yourself and having the courage to move at a rhythm that is uniquely your own.
The horse became the central symbol of the collection because it represents freedom, resilience, endurance, and the quiet determination to move forward. Rather than interpreting that symbol literally, we translated its spirit into fluid silhouettes, refined tailoring, natural fabrics, and handcrafted details that create a sense of effortless movement.
The collection also reinterprets elements of Vietnamese cultural heritage — from layered thatched roofs and handcrafted rain capes to the enduring spirit of Vietnamese craftsmanship. Through WHITE ANT's signature surface treatments, these memories are transformed into a contemporary design language. For me, preserving heritage is not about recreating the past, but allowing it to evolve with the present.

As WHITE ANT approaches its 20th anniversary, what is your vision for the brand's next chapter?
As WHITE ANT approaches its twentieth anniversary, we enter a new chapter with greater clarity of identity and greater ambition for the future. We will continue to grow from Vietnam to Asia and beyond through our design language, craftsmanship, and the enduring values shaped over time. I have always believed in the philosophy of "slow and steady” — because lasting journeys are built one purposeful step at a time.

Interview: WHITE ANT’s founder on the steady rise of Vietnamese fashion

Tags

Recommended posts for you

Fashion