Founded in 2016, LSOUL began as a trend-driven fashion brand. In 2022, LSOUL underwent a strategic transformation, redefining the identity and long-term direction. From a small store in Ho Chi Minh City, LSOUL has expanded to flagship locations in prime retail destinations across Vietnam, Thailand, and notably Shanghai, widely regarded as the fashion capital of Asia. LSOUL focuses on building lasting presence, with the vision that women anywhere in the world can find refined, beautifully designed pieces from the brand.
“Femininity yet fiercest”
LSOUL sees women as a perfect contradiction in motion- softness is never weakness, but the foundation of a sharper inner force. Silhouettes that trace the body, fabrics that touch the skin, all revealing a femininity that feels intimate and real. Yet beneath it lives another energy: cold, defined, and unapologetic. A woman doesn’t step out to be seen, she redefines how she is seen. LSOUL doesn’t create dualities. It lets them coexist. A femininity soft enough to feel, yet sharp enough to be feared.
Nguyễn Trọng Lâm (born 1995) is the Founder of LSOUL. Originally trained in Biotechnology, he pivoted to fashion in 2015 and established the brand in 2016 with a long-term ambition: to build a Vietnamese fashion label capable of scaling internationally.
As the strategic force behind LSOUL, Lâm continues to pursue his ambition of building a Vietnamese fashion “unicorn”, a brand with scale, influence across Asia, and the capability to compete globally.
