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As the Founder & CEO of COCOSIN, a womenswear brand launched in 2012, I’ve spent over a decade building a business that empowers women through fashion and creativity. COCOSIN designs confident, modern pieces to support women in their daily lives. Beyond clothing, we also create space for connection whether by working with young creatives, collaborating with female founders, or organizing community events that bring women together. Our goal is to inspire confidence and support women to express themselves and grow.
Build something rooted in your values, stay curious and don’t be afraid to evolve.
I started COCOSIN in 2012 with a simple but powerful belief: that fashion can be a tool for empowerment. As a woman building a business from the ground up, I saw a gap in the market for accessible yet well-crafted clothing that helped women express confidence and individuality, especially in work and everyday life. My goal has always been to design clothes that make women feel ready to take on the world while creating a brand culture that supports women both inside and outside the business.
COCOSIN has grown into a fashion brand with a strong presence in Vietnam and has recently expanded into Southeast Asia through our international website. Over the years, we’ve connected with hundreds of thousands of women through both physical retail and digital platforms. But more than selling clothes, our mission is to build a space where women feel confident, connected and inspired.
We also launched The Atelier Series, a project that blends fashion with visual art, photography, and sculpture to celebrate the creativity of local artists. Through exhibitions and in-store installations featuring names like Vu Hoang, Zó Project, Chieuhome Decor and theBloom Saigon, we aim to reframe fashion as a medium for artistic storytelling. These collaborations help us introduce a richer, more cultural experience to our customers while supporting Vietnamese artists and preserving local craftsmanship.
Most recently, we collaborated with fashion designer Lưu Việt Anh on the Chi Chi Em Em campaign - an all-women creative project spotlighting sisterhood, femininity and storytelling through fashion. The collection was launched through an immersive pop-up experience at Quang San Art Museum bringing fashion and art together in a unique, meaningful way.This new direction reflects COCOSIN’s commitment to becoming more than just a clothing brand, it’s a movement that empowers women and uplifts local creativity through meaningful connections, shared experiences and purposeful design.
The biggest challenge has been sustaining growth while staying true to the brand’s identity in an ever-changing retail landscape. Balancing creativity with business pressures-especially during the pandemic-forced me to rethink everything from production to customer engagement. I’ve learned that adaptability and listening closely to your customers are key.