Kingsley Luu Champions Contemporary Vietnamese Style

The self-taught style savant

Phúc Luu (Kingsley Luu) is the founder of LIDER, a contemporary fashion brand based in Ho Chi Minh City (HCMC). Born in 1993 in the province of An Giang, he has made HCMC his home, where he lives, works, and pursues his passion for fashion.

Kingsley’s journey began not with formal training but with a curiosity for beauty and a desire to express personal narratives through fabric, design, and the essence of each collection. Starting instinctively, he’s self-taught in design, production, and business. As his expertise grew, he committed to building a brand with clear goals: not only to create beautiful clothing, but also to redefine the aesthetic sensibilities of young Vietnamese people.

A key milestone for LIDER was its official launch and debut collection, warmly received as a fresh addition to the fashion scene, earning praise from customers and the Vietnamese fashion community alike. The pivotal moment came when he embraced his vision with confidence, stepping beyond his comfort zone to bring it to life. From being a casual enthusiast of style, he now leads a structured brand with a dedicated team, loyal clientele, and a remarkable ten-year legacy.

VMAN: How do you define personal style? How long did it take to shape it, and how did you do it?

Kingsley Luu: I believe personal style shouldn’t be confined, but if I had to define it, I’d choose “refined but subversive”–elegant yet with a subtle rebellious edge.

VMAN: Does your style influence the creative direction of the LIDER brand? Can you share how your style aligns with or inspires it?

KL: LIDER is an extension of myself. I don’t separate myself from the brand, which is why what I wear, how I live, and what I believe in all shape LIDER’s product lines, visual concepts, and spirit. Each collection reflects a version of “me” at different stages—sometimes quiet, sometimes rebellious, sometimes cool, sometimes approachable. Yet always consistent.

VMAN: Do you believe your personal style has guided your career?

KL: Absolutely. Style was the starting point for everything. Understanding who I am and what I want to express has kept me on the right path in building my brand. Style isn’t just an exterior; it’s the core identity of my entire career.

VMAN: What are your thoughts on the relationship between fashion and style?

KL: Style is how you use fashion to tell a story. Fashion can be bought, but style is something you must live and understand to create. They aren’t opposites but complementary—fashion is the language, and style is the message.

VMAN: What is your overall perspective on the current Vietnamese fashion market?

KL: Vietnamese fashion is undergoing a significant transformation. Many young, creative brands are fast in production, both keeping up with trends and creating them.

On the global fashion map, particularly in Asia, I believe Vietnam is starting to have a clearer voice, but to truly break through, more brands need to venture beyond local market preferences.

VMAN: Do you feel a responsibility to represent your country’s culture to the world through your style, lifestyle, and creative activities? If so, how would you describe this sense of responsibility?

KL: Yes, I do. But rather than seeing it as a burden, I view it as an honor and a responsibility. Creating a fashion brand in Vietnam isn’t just about making beautiful clothes—it’s about showing the world a different perspective on young Vietnamese people: modern, confident, tasteful, and distinctive.

As seen in the pages of VMAN SEA 04, available in print and by e-subscription.

Photography Lê Bào Trân

Special thanks Vic Lee