Why Everyone is Suddenly Talking About Chan Luu
PC: Chan Luu
I first came across Chan Luu in Vogue. One of its seashell necklaces was featured in a shopping roundup about nautical summer styles. Suddenly, its skirts, dresses, and accessories were consistently at the top of my Google SERP, and I haven’t stopped thinking about them since.
Its web kept growing bigger. I saw an editor wearing the Chan Luu Techno Taffeta shorts the other day, while more and more of the brand is getting featured on sites like WhoWhatWear, Marie Claire, and Elle.
At 150k followers on Instagram, it’s too early to call the brand a worldwide phenomenon. But the Vietnamese brand is rapidly putting down roots in some very rich soils, which means we’re minutes away from it becoming an instantly recognized name.
The designer isn’t exactly new to the scene, though. Founded in Los Angeles in 1996 by Vietnamese-born designer Chan Luu, the label began with handcrafted jewelry before expanding into ready-to-wear. Its styles can be described as contemporary, yet whimsical; minimalist, but never boring.
Its Vietnamese roots are evident in the somewhat tropical aesthetic of its styles. Not just in appearance, but in the fabrication as well. Chan Luu offers pieces made of dupioni and taffeta, which are more commonly used in the East than in the West. Perhaps that’s why many publications are featuring its pieces in their vacation wear roundups.
I find it fascinating that it took the brand 30 years to gain recognition and be featured in publications like Vogue and Harper's Bazaar. But I also think it’s a testament that hard work and staying true to your ethos will eventually pay off: Your time will come.
Chan Luu didn’t chase an audience or change with the times. It stayed perfectly in place and waited until the trends rotated into its favor. When vacation-core, statement jewelry, and quiet maximalism began to take over, everyone noticed Chan Luu had been here, perfecting this exact look for decades.
Here is what I think transpired: Heaven Mayhem made space for statement necklaces to shine. Then came the fisherman aesthetic, which all but opened the door directly to Chan Luu. The death of quiet luxury created an appetite for more color and intriguing silhouettes. Chan Luu stood in the middle of all three occurrences, putting it in a prime position to be noticed.
It wasn’t just a convergence of trends, but in economic times, too. Luxury prices continue to rise despite shoppers becoming more hesitant to spend, which opened up a window for brands with high-quality pieces at more reasonable prices.
We don’t need another simple white tee or a good pair of jeans. Chan Luu is offering pieces for everyone with a packed capsule wardrobe. You shop here for something a little more extraordinary, something that starts a conversation or reveals something about your personality. And still, these dresses and necklaces feel versatile and timeless. Even if you’re pattern-averse, Chan Luu’s styles feel muted enough not to feel daunting. Just see for yourself:
Add to carts:
Silk Printed Sarong, $245
Chloe Sequin Tunic, $390
Constance T-Shirt, $175
Cobra Necklace, $690
Mizumi Earrings, $250
Bell Pendant Necklace, $175
