Designer Viet Hung has started the Hoa Tho Cam Project to popularise traditional brocatelle.

H'Ang Nie, Viet Hung and actress Dinh Y Nhung (left to right)

Hung said he was attracted to brocatelle 20 years ago when he first started working in the fashion industry. 

"The brocatelle is a traditional material of the Tay, Muong and other ethnic minority groups in the northwest mountainous area to the Central Highlands. Their brocatelle is different but they all reflect people's daily lives and culture. After 20 years of researching, I feel confident to introduce brocatelle to the world," he said.

Many people joined in the project including H'Ang Nie, a beauty pageant from the Central Highlands. Nie said she feared that brocatelle was losing its position even among the ethnic groups as many people only wear the brocatelle clothes during key festivals.

"It's great that the brocatelle fashion is being made popular again. To me, it's important to preserve the culture of the Central Highlands,' she said.

The designs were first introduced on March 31 on Bui Vien Street in HCM City. Hung said he'd introduce 50 different brocatelle ao dais every month. He will also set up a fashion programme on TV channels with over 1,000 outfits. The first episode will introduce outfits of the ethnic minority groups in the Central Highlands.

Hung said he had spent his own money to promote the brocatelle. It is estimated that the project will cost him VND5bn (USD219,000).

"I have a passion to promote Vietnamese brocatelle to the international market," he said.

Hung also believes that more people will join him in the future to expand the project, organise charity projects to disadvantaged people and support traditional villages.

Dtinews/Tien Phong