With an area of over 4,728 m², designed specifically for a creative shopping experience, inspired by the Vietnamese spirit in contemporary lines, Rue Miche L'Édition brings together more than 30 Vietnamese brands, completely new compared to the previous branch. This is the next step in the journey of connecting Vietnamese brands and creators with domestic and foreign customers, in an open and experience-filled shopping space.
Launched in October 2024 with the first boutique at 9B Phung Khac Khoan, Rue Miche is known as a creative retail space - a place to gather, honor and spread the values of domestic Vietnamese brands. Not only a shopping destination, Rue Miche is also 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 of Vietnamese fashion.
After nearly a year of operation, Rue Miche has become a "common home" for more than 60 domestic brands, and is also a familiar meeting place for fashionistas, creators and the fashion-loving community. With a long-term vision, Rue Miche aims to create a sustainable ecosystem where brands not only exist but also develop, resonate and spread.
Some domestic Vietnamese brands at Rue Miche Boutique
Rue Miche L'Édition – A New Milestone
Rue Miche L'Édition at Union Square marks an important step in the development journey of Rue Miche: larger scale, city-center location, but still maintaining the community spirit. More than just a showroom, this is also a space to express the vision and identity of Vietnamese fashion to both the domestic and international community.
With its expanded area, Rue Miche L'Édition offers brand diversity while creating many touchpoints for customers to explore – from shopping, exhibitions to creative community activities.
As a testament to the journey of conquering and changing customers' perspectives on Vietnamese fashion, Rue Miche promotes the value of experience and creative quality, combining products from domestic designers with shopping standards developed by the Rue Miche team.
With its expanded space, Rue Miche L'édition marks a new step forward for domestic Vietnamese brands.
Space – Design – Experience
Rue Miche L'Édition is designed with a contemporary, minimalist yet sophisticated design language. The space combines modern architecture and contemporary art, cleverly using familiar materials such as polished concrete, wood and tracklight systems. All create a neutral whole, serving as a backdrop for brands to clearly present their personalities and resonate in the same space.
Contemporary design: polished concrete, metal, dark wood and tracklighting create a minimalist stage for brands to shine.
Located in Union Square – where international brands such as Dior, Hermès, Fendi… converge and directly connected to Metro line 01 – Rue Miche L'Édition is positioned as a “contemporary junction” of the city.
The space is divided into two areas: CONSCIOUS, for flexible, easy-to-use brands that offer everyday fashion styles such as Lider, Bunny Hill Concept… SUBCONSCIOUS, where the sewing techniques and brand spirit are celebrated through every design detail, with names such as Bonjour, Dear José… Rotten, a beverage counter inspired by healthy drinks, continues to accompany the shopping journey, now appearing in a new look, imbued with the Vietnamese spirit through the counter and serving trolley design.
Rotten – the new healthy drinks bar at Rue Miche L'Édition
The WELLNESS CAVE space is specially developed for deeper experiences such as yoga, bell meditation, private shopping..., creating a new highlight for the journey of connection between the brand and special customers.
Wellness Cave – a new space that opens up a deep touch point between the brand and special customers.
In addition, Rue Miche L'Édition also has a dedicated activation area designed as a lobby, allowing brands and partners to organize events with a scale of 200 - 500 guests, serving launch and connection activities.
An open space, designed as an event lobby, dedicated to performances, launches and networking for 200–500 guests at Rue Miche L'Édition.
The new space brings together more than 30 diverse brands: from prominent names such as Lider, Moi Dien, to feminine brands such as HighChic, Huong Boutique, Bunny Hill, and accessories and lifestyle brands such as Seeson, Bang, Karaoke Acc, To To Furniture, Ohquao, 11 Rugs... This presence affirms that Rue Miche L'Édition is not just a place to display products, but a vibrant community - where each brand maintains its own identity but together creates an inspiring whole.
More than 30 Vietnamese brands come together to create a colorful creative community
