Rue Miche L'Édition begins its trial run at Union Square.

Spanning over 4,728 m² and designed specifically for a highly creative shopping experience, inspired by the Vietnamese spirit in contemporary lines, Rue Miche L'Édition brings together more than 30 Vietnamese brands, a completely new addition compared to the previous branch. This is a continuation of the journey to connect Vietnamese brands and creators with domestic and international customers in an open and immersive shopping space.

Launched in October 2024 with its first boutique at 9B Phung Khac Khoan, Rue Miche is known as an innovative retail space – a place that brings together, celebrates, and spreads the values ​​of Vietnamese local brands. More than just a shopping destination, Rue Miche is a creative community: where fashion, art, and contemporary culture intersect; where independent brands can tell their own stories and together create a new standard for the retail experience in Vietnamese fashion.

After nearly a year of operation, Rue Miche has become the "common home" of more than 60 local brands, and a familiar meeting place for fashion enthusiasts, creators, and the fashion community. With a long-term vision, Rue Miche aims to create a sustainable ecosystem where brands not only have a presence but also grow, resonate, and spread their influence.

Rue Miche L'Édition – A New Milestone

Rue Miche L'Édition at Union Square marks a significant step in Rue Miche's development: larger in scale, in a central city location, yet retaining its community spirit. More than just a showroom, it's a space showcasing the vision and identity of Vietnamese fashion to both the domestic and international communities.

With its expansive space, Rue Miche L'Édition offers a diverse range of brands while providing numerous touchpoints for customers to explore – from shopping and exhibitions to creative community engagement activities.

As a testament to its journey of conquering and changing customers' perceptions of Vietnamese fashion, Rue Miche prioritizes experiential value and creative quality, combining products from local designers with shopping standards developed by the Rue Miche team.

Space – Design – Experience

Rue Miche L'Édition is designed with a contemporary, minimalist yet sophisticated language. The space combines modern architecture and contemporary art, cleverly utilizing familiar materials such as polished concrete, wood, and tracklighting. All of this creates a neutral overall effect, providing a backdrop for brands to clearly showcase their personality and resonate within the same space.

Located in Union Square – a hub for international brands such as Dior, Hermès, Fendi… and directly connected to Metro Line 1 – Rue Miche L'Édition is positioned as a “contemporary hub” of the city.

The space is divided into two areas: CONSCIOUS, dedicated to versatile, easy-to-wear brands offering everyday fashion styles such as Lider, Bunny Hill Concept… SUBCONSCIOUS, which celebrates tailoring techniques and brand spirit expressed through every design detail, featuring names like Bonjour, Dear José… Rotten, a beverage counter inspired by healthy drinks, continues to accompany the shopping journey, now appearing in a new look, strongly reflecting the Vietnamese spirit through the design of the counter and serving cart.

The WELLNESS CAVE space is specifically developed for deeper experiences such as yoga, bell meditation, private shopping, etc., creating a new highlight for the journey of connection between the brand and its special customers.

Additionally, Rue Miche L'Édition features a dedicated activation area designed as a lobby, allowing brands and partners to host events for 200-500 guests, facilitating product launches and networking activities.

The new space brings together over 30 diverse brands: from prominent names like Lider and Môi Điên, to feminine brands like HighChic, Huong Boutique, and Bunny Hill, along with accessory and lifestyle brands such as Seeson, Bằng, Karaoke Acc, Tờ Tờ Furniture, Ohquao, and 11 Rugs… This presence affirms that Rue Miche L'Édition is not just a product showroom, but a vibrant community – where each brand maintains its own identity while together creating an inspiring whole.