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Humanity Hanoi



Conceptualized & launched an upmarket sustainable two-storey boutique targeted to tourists & expatriates in Hanoi, Vietnam.


At Humanity Hanoi, my goal was to discover unique, emerging and socially-conscious fashion, beauty and lifestyle brands from around Vietnam and Southeast Asia and bring their fascinating stories to life. I scoured the region for glossy-never-granola brands that are doing more than just creating – they’re creating with a conscience. Whether they’re upcycling leftover fabric discarded by major apparel brands, paying local artisans living wages or using traditional dyeing techniques that don’t harm the environment, each brand is focused on creating covetable products that leave a positive mark on the world. 

Beyond product curation, Humanity Hanoi was more than a shop; it was a platform for creative collaboration. We hosted in-store events and activations with local artisans. We partnered with our favourites brands to create exclusive capsule collections for the boutique. This focus on storytelling and community engagement not only boosted the appeal of the brands we carried, but also fostered a vibrant creative hub within the heart of Hanoi.

In 2023, I successfully brokered the sale of the business, solidifying its enduring status as one of the city's cherished boutiques


Market Research
Business Planning
Brand Identity & Positioning

Marketing Material: physical & digital

Social Media Campaigns

Product Sourcing & Curation

Design of Eponymous Collection (fashion, jewellery & lacquer)

"Every piece has a story and every purchase has a purpose."

Humanity Hanoi