Conceived in the heart of London and nurtured by the ambition to assert a distinct Vietnamese identity, IHF Studio is a journey of heritage and continuous evolution, expressed through the language of fashion and moving beyond the confines of passing trends. Creativity lies in the delicate intersection between heritage and modernity, between Western sophistication and Eastern grace, a space that celebrates unique cultural values, intricately woven into every design, so that each woman may write her own story, rich with inspiration.
Guided by Heritage, Illuminated by Distinctive Individuality
In 2013, in Spitalfields, the vibrant heart of culture and the arts in East London, the brand I Hate Fashion (I.H.F) was born as a bold declaration of fashion’s true identity. Founded by a group of young Vietnamese designers during their years of study and work in the city, I.H.F carried within it a burning passion and an unwavering desire to redefine the beauty of the modern woman. More than mere garments, I.H.F wove a message into every stitch with a singular mission: to infuse the spirit of classical European heritage into contemporary design, honouring the proud elegance of women and inspiring them to confidently proclaim, “I create fashion. I am fashion.” That journey began as a simple idea, sparked along cobbled streets steeped in royal tradition, and has since evolved into a luxury brand cherished for its refinement, sophistication and a fiercely distinctive character.
Founding creative symbols rooted in British cultural and architectural heritage: Savile Row, Acanthus, and the Tudor Rose
When Vietnamese Identity Was Lit Aflame in the Heart of Europe
Amid the exacting landscape of high fashion, often unyielding towards emerging talents, I.H.F emerged as a breath of fresh air, bringing with it the structured menswear elegance of Savile Row, the regal grace of British royalty and the multicultural vibrancy of Spitalfields. Founded by young Vietnamese creatives, they dared to dream and dared to step forward, determined to establish their place at the heart of the fashion capital with an identity entirely their own.
The first designs, the debut collections, the long nights in a modest atelier and the sleepless hours laced with pride, each challenge only fuelled their ambition, making it stronger and more defined than ever. In 2015, I.H.F returned to Vietnam, carrying the refined elegance of Europe closer to the lives of modern Asian women.
From the very beginning on Vietnamese soil, I.H.F chose a distinct path, bold, individualistic and resolute in its declaration: “I hate fashion, because I am fashion.” This spirit was evident in every creation, from daring colours and distinctive prints to menswear-inspired silhouettes that still celebrated femininity in its fullness. After twelve years of honing its aesthetic vision, mastering intricate craftsmanship and deepening its understanding of women, I.H.F evolved, retaining its elegance yet becoming softer and more nuanced. It was then that the contemporary youth-driven line, IHF Studio, was born, carrying the original spirit of I.H.F while embodying a fresh grace and a calm maturity.
Step by step, IHF Studio has established itself as one of the leading luxury fashion houses distinguished by personal signature and multicultural identity. From prestigious runways such as Vietnam International Fashion Week to Shanghai Fashion Week and Paris Fashion Week… the brand’s collections have not only captivated fashion connoisseurs but also resonated with the international press. Each appearance affirms an aesthetic deeply rooted in Eastern elegance, seamlessly fused with the precision of European tailoring. IHF Studio’s creations are coveted by young female entrepreneurs, rising artists, influencers and modern women, not only for their sophistication but also for the message of confidence, independence and artistry the brand conveys through every collection.
Defining moments on global runways, honouring the brand’s identity and creativity
Core Values Rooted in Timeless Grace
For IHF Studio, fashion is not a fleeting wave of trends, but a journey of inheritance and transformation through time, where each design becomes a thread linking the past, present, and future. We embrace the philosophy of “Contemporary Art of Embellishment”, crafting exquisite designs rich in identity and imbued with a beauty that endures.
IHF Studio selects only the finest materials and devotes meticulous attention to every handcrafted detail, so that each creation is not only captivating in the moment but leaves a lasting impression in the mind and the gaze. We create fashion through an artistic vision, refined craftsmanship, and the belief that true beauty is the kind that lingers, growing with a woman through the chapters of her life.
The finesse of Vietnamese craftsmanship combined with modern tailoring techniques defines the unique signature of IHF Studio
When Vision Becomes Visible
For more than a decade, IHF Studio has remained steadfast in its singular mission: to honour the beauty of women, from the depth of their identity, confidence and stature to the precious inner values they so rightfully deserve to be cherished for.
With the aspiration to help women unlock the beauty and strength within, IHF Studio believes that fashion is more than clothing. It is a refined statement through which they affirm their voice, their place and their true essence. Each creation is designed to accompany a woman on her journey to becoming the most complete version of herself, to be respected and to be loved, like a gentle yet undeniable fragrance that stills the room and lingers in the air.
IHF Studio will continue to create and share these values with sincerity and passion. For fashion is not merely a style, it is the embodiment of inspiration, of the soul and of the courage expressed through a beauty entirely its own.
