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THE STORY BEHIND MONTSAND AND DESIGNER DIỆP YẾN: A JOURNEY FROM PASSION TO PRESTIGE
HEIDI TRUONG
- Fashion Blogger -
Diệp Yến, a 9X-generation CEO, founder, and owner of the fashion brand Montsand, has pursued her passion for fashion and art with steady progress, building a fashion empire of her own.
Diệp Yến, a 9X-generation CEO, founder, and owner of the fashion brand Montsand, has pursued her passion for fashion and art with steady progress, building a fashion empire of her own.
A Story of Education and Career
Diệp Yến, born in 1992, discovered her love for fashion early in life, embarking on a journey that would combine creativity with cultural storytelling. She refined her craft by studying at the London College for Fashion Studies in Vietnam and furthered her education at the University of the West of England (UWE Bristol). These formative experiences provided her with exposure to both Eastern and Western aesthetics, allowing her to develop a unique design sensibility.
After completing her education, Diệp Yến began working in the fashion industry, honing her skills in tailoring, fabric manipulation, and contemporary design. Her early career successes not only highlighted her technical prowess but also showcased her ability to create pieces that resonate emotionally with wearers, blending nostalgia with modernity.
Entrepreneurship and Influence
Armed with passion and a vision for redefining Vietnamese fashion, Diệp Yến founded Montsand, originally known as Lobbster. Under her leadership, the brand emerged as a rising force in the international fashion landscape. Montsand's rapid rise was propelled by Diệp Yến's innovative approach, combining cultural motifs with modern designs that speak to a global audience.
Diệp Yến’s influence expanded beyond national borders, gaining recognition from celebrities and fashion enthusiasts worldwide. She positioned Montsand as a luxury brand that reflects the elegance of Vietnamese artistry while embracing the dynamism of contemporary fashion.
Design Philosophy and Vision
Diệp Yến’s design philosophy revolves around the idea of balance—between tradition and innovation, East and West, and simplicity and sophistication. Her collections often reflect themes of nature, ephemerality, and self-love. She believes that fashion should not only make people look good but also feel empowered and at peace with themselves.
The choice of materials in her designs, such as delicate lace and hand-beaded wool, exemplifies her commitment to craftsmanship and sustainability. Montsand’s designs, hailed as “Vietnam’s answer to Dior,” embody a poetic narrative that makes fashion not just wearable but meaningful. The talented designer shared: “The message Montsand aims to convey is one of balance. Each design results from thorough research into the structure of Vietnamese women’s bodies. I listen to what their bodies express and create designs that conceal flaws, enhance figures, while still ensuring comfort for the wearer."
Recently, Diệp Yến and Diệp Linh Châu are propelling Vietnamese fashion to the global stage by showcasing their designs at London Fashion Week. Through their collection, they present a harmonious fusion of cultural heritage with contemporary fashion, reflecting Vietnam's creative prowess. This milestone emphasizes not only the growing potential of Vietnamese brands on the international scene but also signals a shift toward global appreciation for local artistry. Their participation at the event reinforces Vietnam's ability to compete in the luxury fashion space, further elevating its creative identity worldwide.
The Birth of Montsand
Montsand officially made its mark when Diệp Yến rebranded Lobbster to align with her evolving artistic vision. As the brand grew, so did its ambition, culminating in Montsand’s debut at the 2025 London Fashion Week. The La Pureza collection, inspired by the mythical Udumbara flower, featured 40 designs celebrating impermanence, tranquility, and the beauty of nature.
With Montsand, Diệp Yến succeeded in bridging Vietnamese heritage with the world of haute couture, creating pieces that captivate both local and international audiences. Her designs have become a symbol of Vietnamese craftsmanship meeting global trends.
SPRING SUMMER 2020 - MAISON DE L'ART NOUVEAU COLLECTION
The Spring/Summer 2020 collection from Montsand channels the essence of Art Nouveau, a late 19th-century movement that merged nature with artistic innovation. Inspired by its romantic architecture, feminine Edwardian fashion, and the poetic works of William Morris, the collection reflects refined elegance. Montsand elevates this historical influence with contemporary materials like Taffeta, Cotton Lace, Brocade, and Denim, creating a harmonious balance between tradition and modernity. The collection embodies sophistication, drawing from the past while adding a fresh, creative twist for today’s fashion-forward audience.
A few designs from MAISON DE L'ART NOUVEAU COLLECTION
One of Montsand’s most iconic moments came when pop superstar Taylor Swift wore the Printed Jungle Dress to a family wedding. This dress, part of the Spring/Summer 2020 collection, embodies Montsand’s ethos of storytelling through fashion.
Swift’s choice to wear Montsand—especially a design so rooted in artistic and cultural heritage—catapulted the brand into the global spotlight. The Printed Jungle Dress not only showcases the seamless blend of art and fashion but also reflects Montsand’s ability to create timeless, evocative pieces that resonate across cultures.
Radiant Revelries collection
This collection offers a vibrant selection designed for weddings, parties, and casual summer outings. This collection emphasizes comfort and style, featuring breathable fabrics in soft pastels and ocean-inspired prints, making it perfect for warmer seasons. The range includes dresses, tops, and pants, with an aim to keep wearers looking polished while feeling relaxed and cool during social occasions.
Each piece reflects the brand's focus on effortless elegance, allowing customers to feel chic without compromising comfort, whether attending an event or enjoying a casual night out
Designs from Radiant Revelries collection
Modest Glamour Collection - The journey of creating the versatility of the modern woman.
And the most recent collection by designer Diệp Yến is called Montsand Voyage. Montsand fashion house has dedicated extensive time to researching the captivating essence of their designs, which seamlessly blend refined fabrics and graceful movements. Noteworthy creativity shines through each collection, showcasing the artistic application of lace arrangements, creating structures that honor the softness of femininity. Femininity is further exemplified through wide-legged denim trousers, floor-length skirts that elegantly graze the ground, complemented by corsets or broad-shouldered blazers inspired by the vibrant image of actress Bianca Jagger confidently striding through the streets of London in 1947.
Creative Director Diep Yen with a desire to craft joyful experiences : "Montsand can speak the language of femininity in any form. The most extraordinary aspect is witnessing our girls finding happiness and embracing their authentic selves in every circumstance as they embrace Montsand's garments into their vibrant lives"
Epilogue
Montsand’s journey, led by designer Diệp Yến, exemplifies the perfect harmony between heritage and innovation. From reviving the elegance of the Art Nouveau era to crafting pieces that resonate with modern sensibilities, Montsand has become a symbol of Vietnam’s rise in global fashion. Each collection reflects a deeper connection with art, nature, and refined craftsmanship, solidifying the brand’s place on the world stage. As Montsand continues to inspire and captivate, it paves the way for future generations of designers to embrace creativity without borders.
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