Falling into Fashion

Found by the Spanish husband and wife team of Diego Cortizas and Laura Fontan, Chula Fashion embodies everything the couple loves about the people, food, art and culture of their home base of Hanoi where they’ve lived since 2004. “Chula is our life. It’s not just about fashion,” says Diego. “Fashion is just an excuse to learn more about the country you’re in, your environment, and to get to know more about yourself.”


Chula Fashion has also enabled the couple to work with a number of people with disabilities, all starting with a serendipitous meeting with a deaf woman. “When you start to work with someone with a disability, you start to realize that everybody has some kind of disability,” says Diego. For them, it was not being able to speak Vietnamese. “So for us to learn sign language was natural.”

Diego borrows from his background in architecture to design bold prints and patterns based on geometrics as well as more traditional Vietnam-inspired motifs, using sumptuous silks, linens and wool to create dresses, jackets, shirts, and other garments for men and women.

DSC_7183 (1)

The Chula look is all about mixing the modern with the traditional, while staying true to its distinctly Vietnamese roots. Diego also likens the ethereal nature of fashion to the mapping out of clouds, a continual process of trying to define and reinvent beauty.

As part of the Fall/Winter 2018 collection, Chula has unveiled a series of gorgeous wool jackets and coats, injecting some much-needed color to the grey skies over Hanoi. Even darker backgrounds receive pops of color through geometric patchwork or intricate embroidery.


A signature of Chula collections are elements of whimsy, drawing inspiration from everything ranging from David Bowie to food menus to Vietnamese symbols. However, the luxe handmade garments with a European flair are hip enough to blend in anywhere in the world while still subtly showcasing endearing elements of Vietnam.

In addition to Spain and Thailand, four Chula stores can be found in Vietnam – in Hanoi, Hoi An and Ho Chi Minh City (at 32 Tran Ngoc Dien, D2). The Chula Fall/Winter Collection is available in Vietnam at their Hanoi shops (27 Nha Chung and 43 Nhat Chieu) as well as online at www.chulafashion.com.


Models: Katerina Lamteva, Yen Tran, Elvira Utyagulova

Photographer: Diego Chula

Share this story, choose your platform!

Share on facebook
Share on twitter
Share on pinterest
Share on tumblr
Share on google
Share on linkedin
Share on reddit
Share on vk
Share on email
About the author:

Leave a Comment

Winter Fashion: 5 Comfortable, Stylish & Warm Outfits

Winter is here! While we might be looking forward to warmer weather and spring, there’s no denying that the cold season has its charms. Holiday parties, snow days, cozy fires – all these things are a lot more enjoyable when you’re dressed in warm clothes that make you feel fabulous. So if you want to

Read More »

A Complete Guide To Every Type Of Manicure

If there’s one thing that’s as important to your outfit as the clothes you wear, it’s the little finishing touches. A subpar manicure can destroy a great outfit. The right mani can take your look from drab to fab in seconds. Long, short, French tip or nail art – there are so many different manicures

Read More »

Tips for Dressing for Autumn/Winter 2021

Autumn is well underway, with the transition into winter not far off. Many people find it difficult to know what to wear at this time of year, largely due to it being hard to strike that balance between form and function. It’s natural you wany to look good, but you also want to keep warm.

Read More »

Men’s Bamboo Underwear: Seamless & Sustainable

When it comes to purchasing a pair of men’s underwear, it’s time to start considering a new player in the game: bamboo. Not only is it more comfortable than cotton underwear, it’s also a better and much more sustainable option for the environment. Win-win right? If you’re not so convinced, let’s go into depth below

Read More »

Closet Hacks: How to Store Your Clothes Properly

You’ll never have to worry about arranging your closet again. Our foolproof, step-by-step (picture) guide shows you how to effortlessly arrange your closet for good. If you’re anything like us, you’ve undoubtedly decluttered and arranged your bedroom closet several times over the years, but it still looks like a bull burst through your walk-in every

Read More »