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Implementing the Project "Ao Dai Heritage - The Culture of Love"

CEO Tinh Phung
On the morning of September 21, 2022, Do Dinh Hong, Director of Hanoi Department of Culture and Sports, had a meeting with Michele D’Ercole - President of the Italian Chamber of Commerce in Vietnam (ICham)...

On the morning of September 21, 2022, Do Dinh Hong, Director of Hanoi Department of Culture and Sports, had a meeting with Michele D’Ercole - President of the Italian Chamber of Commerce in Vietnam (ICham) to discuss promoting and introducing the image of Vietnamese ao dai. This meeting marked an important step towards bringing the cultural heritage of Vietnam to the world.

Ao Dai Heritage Ao Dai Heritage

During the meeting, Mr. Do Dinh Hong and Mr. Michele D’Ercole discussed the initiatives taken by Hanoi city to join UNESCO's Creative Cities Network. Fashion, being one of the city's promising areas, will receive focused investment and development. At the heart of this endeavor lies the ao dai, a unique and culturally significant garment that goes beyond being just an outfit. In Hanoi, ao dai is deeply woven into the lives of its people, symbolizing their cultural identity and beauty. Recognizing its potential, Mr. Do Dinh Hong expressed his hope for cooperation between the Italian Chamber of Commerce in Vietnam (ICham) and the Hanoi Department of Culture and Sports to promote and introduce Vietnamese ao dai to the Western market, particularly Italy. Through this collaboration, the culture of Vietnam and Italy can be brought closer together.

Ao dai by Maria Elena Di Terlizzi (Italy) and Quang Hoa (Vietnam) Ao dai by Maria Elena Di Terlizzi (Italy) and Quang Hoa (Vietnam)

According to Michele D’Ercole, President of the Italian Chamber of Commerce in Vietnam, the ao dai has long been an emblem of the Vietnamese people. It is not merely a costume but a cultural symbol, reflecting the identity and values of the Vietnamese. The Italian Chamber of Commerce in Vietnam (ICham) has been actively involved in initiatives to introduce Vietnamese ao dai to the world. As the 50th anniversary of diplomatic relations between Vietnam and Italy (1973-2023) approaches, Golden Heritage Group, the Embassy of Italy in Hanoi, the Embassy of Vietnam in Rome, and the Italian Chamber of Commerce in Vietnam (ICham) join hands to implement a cultural exchange project in the fashion design industry, named "Ao Dai Heritage - The Culture of Love."

The project "Ao Dai heritage - The culture of love" The project "Ao Dai heritage - The culture of love"

This project serves as a platform for cultural exchange between Vietnam and Italy, showcasing the unique strengths and values of each country. It aims to integrate Vietnamese ao dai into the international fashion scene while infusing the traditional garment with technological expertise from Italy. The project envisions organizing two performances each year, one in Italy and one in Vietnam, for a continuous period of five years. These performances will take place in cities renowned for their cultural heritage and will serve as a celebration of the merging of diverse cultures worldwide. In 2023, a show will be held in Hanoi, and Michele D’Ercole hopes that the Hanoi Department of Culture and Sports will support the selection of a location that can effectively showcase the beauty of ao dai and the value of the capital's famous heritage.

The project aims to create a collection of 60 ao dai with three distinct styles: Traditional, ordinary, and modern. These designs will incorporate Italian materials and modern elements to align with global fashion trends, appealing to users from various countries. Italian designer Maria Elena Di Terlizzi and Vietnamese designer Quang Hoa have already joined the project, collaborating to create ao dai designs that beautifully merge the two cultures.

Through the project "Ao Dai Heritage - The Culture of Love," Vietnam and Italy not only celebrate their diplomatic relations but also forge a deep connection through the language of fashion. This endeavor stands as a testament to the power of cultural exchange and the unifying force of creativity. As Vietnamese ao dai captures the hearts of the world, it symbolizes the richness and beauty of Vietnam's cultural heritage, leaving an indelible mark on the international fashion scene.

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