Below are some of the best Southeast Asian fashion brands that deserve a place on your radar, and in your wardrobe.
Global fashion has long been shaped by the same handful of cities, but that is steadily changing. Across Southeast Asia, a new wave of designers is gaining serious ground, building brands that draw on rich local traditions while speaking to a thoroughly modern sensibility. The results are labels that feel fresh and entirely their own.
The region has always had an extraordinary depth of craft and textile heritage to draw from, and today’s designers are channelling that history in ways that feel relevant rather than nostalgic. What is emerging is a body of work that sits confidently alongside anything produced in the more established fashion capitals, offering its own distinct take on quality, luxury, and style.
Whether you are already familiar with the scene or are simply curious about where fashion is heading next, Southeast Asia definitely deserves a place on your radar. The brands below represent some of the most compelling names working in the region right now, spanning everything from refined everyday dressing to pieces that make a quieter, more lasting kind of statement. Below, are labels that are well worth adding to your shopping list.
(Hero and feature images credit: Instagram/ @behati.my & @motoguo)
15 of the best Southeast Asian fashion brands you need to know right now
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BEHATI — MalaysiaFounded by Kel Wen in 2018, BEHATI takes its name from the Malay word for heart, a fitting foundation for a brand built on celebrating Malaysian culture and identity. The label has made a name for itself by reimagining traditional garments for the contemporary wardrobe, most notably through its widely talked-about oversized ‘Baju Melayu’, which brought a fresh perspective to a beloved cultural staple.
At its core, BEHATI is about bringing Malaysia’s multiracial heritage into conversation with modern design, weaving together the country’s diverse cultural threads into something that feels unified, forward-looking and deeply meaningful.
(Image credit: Instagram/ @behati.my)
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Dear Samfu — SingaporeNamed after a traditional garment worn by Chinese women in early Singapore, Dear Samfu is a label with a clear sense of where it comes from and where it is going. Founded by Trixie Chua, the brand takes those relaxed, classic silhouettes and reworks them using deadstock fabrics sourced from Thailand and Cambodia, producing clothing that are designed for real life in a tropical climate. Everything is made in small runs at a woman-owned factory in Phnom Penh, reflecting an approach to production that puts sustainability, comfort and a sense of nostalgia at the forefront.
(Image credit: Instagram/ @dearsamfu)
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Fuguku — IndonesiaFuguku is an Indonesian label that sits at an interesting crossroads between heritage craft and material innovation. Drawing on the country’s jumputan resist-dyeing tradition, a technique often compared to Japanese shibori, the brand works with recycled, certified materials to produce sculptural garments and accessories with striking textural qualities. Local women artisans from Jakarta’s urban communities are central to the production process, giving the brand a strong sense of place and purpose.
(Image credit: Instagram/ @fuguku.id)
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GENTLEWOMAN — ThailandLaunched in Bangkok in 2018, GENTLEWOMAN has grown into one of the region’s most recognisable everyday labels. The brand built its following through accessible, well-priced womenswear and lifestyle pieces, with its canvas tote bags and boldly branded T-shirts becoming something of a signature. Combining regular product releases with physical retail presence across Bangkok’s busiest shopping districts, GENTLEWOMAN has positioned itself as a go-to for casual dressing. It has also recently expanded into Malaysia, opening its first store at Sunway Pyramid earlier this year.
(Image credit: Instagram/ @gentlewomanstore)
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LSOUL — VietnamView this post on Instagram
If certain K-pop stage looks have caught your eye recently, there is a good chance LSOUL was behind them. Founded in 2017 by Nguyen Trong Lam, the Vietnamese label has built its reputation on designs that balance femininity with bold individuality, think structured silhouettes, daring textures and patterns that demand attention. The brand is perhaps best known for its corset and mini skirt sets and body-hugging mini dresses, and its international profile has grown considerably in recent years.
LSOUL has created custom stage pieces for some of the biggest names in pop, including BLACKPINK, Aespa and TWICE, and its designs have been worn by Jennie and Lisa in their respective music videos.
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GHOSTBOY — MalaysiaFounded in 2021 by designer David Han and model Cyii Cheng, GHOSTBOY has established itself as one of Malaysia’s most compelling fashion exports in a remarkably short space of time. The label draws inspiration from youth culture, club scenes and a spirit of rebellion, translating all of that into skin-baring silhouettes, metal hardware and tailoring with a distinctly sharp edge. It already has stockists across Singapore, the United States, Australia and France, proof of how quickly its message has travelled beyond its home city.
(Image credit: Instagram/ @ghostboy.club)
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Rye — SingaporeView this post on Instagram
Rye is a Singaporean womenswear label that has built a devoted following since its founding in 2016. Under the direction of founder and head of design Bessie Ye, the brand focuses on wardrobe staples elevated by subtle details, unexpected seam placements, interesting proportions and carefully chosen fabrics that reward closer inspection. The result is a body of work that feels timeless, sitting comfortably alongside the best of what the region’s minimalist womenswear scene has to offer.
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Kloset — ThailandKloset has been a fixture of Bangkok’s fashion landscape since it was founded in 2001 by Mollika Ruangkritya. The label specialises in feminine, playfully detailed womenswear, with collections built around whimsical prints, delicate embroidery, lace and hand-finished touches that give each piece a distinct character. Over the years it has expanded through stockists across Bangkok’s major department stores and into broader parts of Asia, becoming one of Thailand’s most recognisable contemporary fashion names.
(Image credit: Instagram/ @klosetdesign)
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FANCì CLUB — VietnamFANCì CLUB is the brainchild of Vietnamese designer Duy Tran, who left fashion school in 2018 to build a label entirely on his own terms. The brand revels in hyper-feminine glamour with a Y2K-inflected energy that has clearly struck a chord well beyond Vietnam. Celebrities like Doja Cat and Olivia Rodrigo have both been spotted wearing FANCì CLUB pieces, and the label’s ability to translate unapologetic femininity into genuinely covetable clothing has earned it a fast-growing international audience.
(Image credit: Instagram/ @fanci.club)
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IKAT Indonesia by Didiet Maulana — IndonesiaFounded in 2011 by Didiet Maulana, IKAT Indonesia is a label with a clear mission, which is to bring Indonesia’s weaving traditions into the contemporary fashion conversation. The brand draws on ikat techniques from across the archipelago, translating these intricate heritage textiles into ready-to-wear and bespoke pieces that feel culturally significant and thoroughly wearable. It is the kind of label that makes a strong case for indigenous craft as a living, evolving practice rather than a relic of the past.
(Image credit: Instagram/ @ikat_ind)
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Áraw — The PhilippinesView this post on Instagram
Áraw is a Filipino label designed with the realities of living in tropical countries firmly in mind. Founded by Carla Sison, the brand produces relaxed, minimalist ready-to-wear in breathable fabrics such as linen and cotton, with silhouettes drawn from vintage references that feel easy. Muted tones and a focus on versatility run through the collections, which also occasionally extend into beachwear and swimwear.
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Khoon Hooi — MalaysiaKhoon Hooi is one of Malaysia’s most established luxury fashion names, with a history stretching back to 1999. Founded by designer Lee Khoon Hooi, the label occupies a space between occasionwear and luxury ready-to-wear, known for its precise tailoring, expressive use of colour and print, and a gift for creating silhouettes that make a lasting impression. The brand has dressed clients for red-carpet events internationally and continues to represent some of the finest craftsmanship that Malaysian fashion has to offer.
(Image credit: Instagram/ @khoonhooi_official)
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Motoguo — MalaysiaView this post on Instagram
Motoguo has made a name for itself by doing things its own way. The Malaysian label is known for its playful, avant-garde collections that embrace unexpected textures, bold colours and a genuine sense of wit. It made history as the first Southeast Asian label to be shortlisted for the LVMH Prize for Young Fashion Designers, and its work has since appeared on screen in productions such as Emily in Paris and Euphoria, as well as on celebrities including Dua Lipa and South Korean rapper Dawn.
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PIPATCHARA — ThailandPIPATCHARA is a Bangkok label with a distinctive approach to materials and sustainability. Co-founded by sisters Phet-Pipatchara and Jittrinee Kaeojinda, the brand is best known for transforming discarded plastics, including bottle caps, food containers and fishing nets, into geometric textiles that are then handcrafted into garments, bags and accessories. The production process is carried out in collaboration with local communities in northern Thailand, blending ecological awareness with a real commitment to craft.
(Image credit: Instagram/ @pipatchara)
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Kit Woo — MalaysiaView this post on Instagram
Kit Woo is one of Kuala Lumpur’s most respected fashion names, helmed by Malaysian designer Kit Woo. The label has built its reputation on refined tailoring and a quietly elegant approach to dressing, with collections rooted in quality construction and a deep understanding of how clothes should fit and move. It has earned recognition both locally and across the region, and stands as one of the finest examples of contemporary tailoring to emerge from Malaysia’s fashion scene.
Note : The information in this article is accurate as of the date of publication.
