Hayiichu is the brainchild of Isabella Duong, a brand that artfully intertwines her personal identity and understanding of womanhood to create designs that are both enchanting and thought-provoking. Endorsed by influencers like @evelilycp, Isabella has already made a significant mark and is ready to make an even bigger impact.
Her exquisite designs feature elements such as coquette-style bows, ruffles, puffy underskirts, and latex that exudes confidence and sensuality. The fusion of skin-tight silhouettes with more innocent and pure pumpkin skirts and shorts creates a diverse representation of femininity, showcasing the ability to be both innocent and seductive. This collection plays with different aesthetics, celebrating the multifaceted nature of women.
The goal of Hayiichu is to empower wearers, providing them with a means to explore their identities and potential. Isabella infuses her Vietnamese heritage into the collection, blending traditional elements like embroidery and the backless style of áo yếm with modern, hyper-feminine anime aesthetics. This unique mix makes the collection versatile and meaningful, appealing to romantics everywhere. Introducing the talented Isabella Duong.
Interview with Isabella Duong
Hello Isabella, it’s wonderful to discuss your new brand Hayiichu with you! Could you explain your slogan: “Embracing Femininity with a Touch of Individuality”? What are the key themes of your collection?
As a designer, ensuring that the brand’s identity reflects my own is crucial. Fashion has always been my mode of self-expression. For my debut collection, I wanted to showcase my true self, something recognizable to those who know me well. At 24, after navigating adolescence, I have embraced my femininity, which is central to Hayiichu’s message. I create unapologetically feminine garments that resonate with women, inspiring self-expression and highlighting personality within this framework. My aim is to create a welcoming universe for everyone to engage and make it uniquely theirs.
You mentioned being self-taught. What inspired you to start this brand, and how did you achieve such a high level of skill without formal guidance?
My inspiration comes from creating pieces that resonate with my style and vision of what I would love to wear, extending that vision to women with similar tastes. Behind the scenes, I’m supported by a talented team of skilled women whose expertise enriches my designs. I am grateful to work with and learn from them. Fashion illustration classes a year ago also helped me communicate my ideas more effectively. I drew inspiration from fashion houses like Simone Rocha, Comme Des Garçons, and Alexander McQueen.
Can you describe the creative process behind your collection? How did it evolve?
It began two years ago with my first design: a black baby doll dress with embroidered taffeta and grosgrain ribbon. This design garnered interest, leading me to create more pieces and share them with friends and family, receiving positive feedback. The collection’s aesthetic has remained consistent, blending femininity and creativity, rooted in self-expression. Our goal is for women to feel authentic and empowered, embracing femininity and individuality.
How have you incorporated your Vietnamese heritage and Asian culture into your collection? How did living in England influence your brand?
Incorporating my Vietnamese roots and Asian culture has been significant. The collection features traditional Asian motifs and techniques, infused with modern silhouettes. Elements like bows and puffy skirts reflect Southeast Asian pop and anime culture, made with embroidered taffeta inspired by traditional attire. Living in England exposed me to diverse cultural influences, shaping the brand’s identity. This fusion of East and West, modern and traditional, inspires me to celebrate cultural diversity and individual expression.
The collection is very feminine. What does femininity mean to you, and how do you approach inclusivity in your designs?
Femininity encompasses a range of emotions, from softness and innocence to sensuality and power. In my collection, femininity is expressed through bows, tulle, and voluminous dresses, evoking girlish charm and romance. Features like backless cuts and see-through fabrics add allure. Femininity is about unapologetically being oneself. Inclusivity is essential, offering made-to-measure options for all body types. Featuring a transgender model with tattoos challenges traditional notions of gender and beauty, showing that femininity can be celebrated by everyone.
Why did you choose to use diverse materials and shapes in your designs?
The combination of latex and tulle materials celebrates individuality. Latex, associated with sexiness, contrasts with the innocent silhouette of pumpkin skirts and shorts, blending cuteness and sensuality. This juxtaposition allows for exploring different aesthetics and perspectives.
You describe your brand as if it were a person. Does personifying Hayiichu make it more intimate?
Yes, I want the brand to have an intimate connection with wearers, making each piece a reflection of their unique identity and style. It’s about sharing the brand’s story and making it part of their own, fostering loyalty and belonging beyond fashion.
What motivated you to step out of your comfort zone and pursue this brand despite familial doubts?
Creating garments drives me, filling me with excitement, passion, and motivation. Despite challenges, the creative process is fulfilling. It’s this joy that keeps me moving towards my goals.
What challenges have you faced as a newly formed brand, and what advice would you give to others on the same journey?
I’ve faced obstacles like building brand recognition and overcoming self-doubt. Starting a brand requires courage and perseverance. My advice is to believe in yourself and take the first step. Embrace the journey with confidence and resilience.
What sets your brand apart in the fashion industry, and how will you maintain your brand identity?
Hayiichu stands out for its authenticity and unique identity, rooted in my personal experiences. The brand is a genuine reflection of who I am. While it may evolve, I will stay true to my core values, ensuring our brand remains relevant and authentic.
What would you tell your younger self who is just beginning to explore fashion?
Embrace every moment of the journey. Take risks, follow your creative instincts, and stay true to your vision. Surround yourself with supportive mentors and peers. Every setback is an opportunity to learn and grow. Trust in your unique voice and perspective, and with dedication, you’ll carve out your own path in the industry.
