There’s so much to love about fashion icon and artist Chau Bui — from her bold and daring clothing choices to her commanding and powerful presence. She is a walking fashion statement, or even more than that.
Born in Hanoi to a traditional family, Chau has carved her path to fashion stardom. She has always been a style maven, ransacking her parents’ wardrobe to see which outfits she could mix and match. At 17, she entered the modeling business and had her first lookbook photoshoot.
“That opportunity served as the ‘switch’ that further lit up my passion for fashion. From what was a mere interest in pretty clothes, it became something I was very determined to pursue and make something of,” says Chau, now 26 years old.
Chau has brought Vietnamese pride with her to the global fashion scene. She has become a regular face in international fashion events, walking on red carpets with the likes of Kim Kardashian and collaborating with some of the world’s most luxurious fashion houses.
Chau’s style spans from contemporary to classic, with a focus on minimalism and neutral colors. She usually goes for monochromatic ensembles in shades of black, gray, and white; but the occasional splashes of colors (her striking red hair, most notably) showcases her versatility.
But when she’s not dolled up in expensive designer fits, the self-confessed home buddy prefers an oversized shirt and shorts, long white socks, and pink clogs — as seen on her now-viral TikTok video that showed her charming romance with rapper Binz.
Chau once shared with her 3.4 million followers on Instagram.: “What is peace to you? To me, it’s everything here [home]. A place to come back to, where you can be yourself.”
Amidst her busy schedule, Chau Bui sat down with Vietcetera and shared some of her secrets to success, the stories behind her trend-setting looks, and how she is pushing cultural boundaries to showcase the best of Vietnamese fashion without compromising her core identity.
How would you describe the essence of beauty and fashion, coming from an industry icon?
To me, beauty is about the confidence, energy, and aura a person emanates. These elements naturally come from one’s knowledge and unique life experiences — the very reason why everyone possesses a beauty of their own.
Meanwhile, fashion consists of items and accessories that fit and reveal a person’s identity, enhancing the outer appearance and elevating the inner beauty. People often mention fashion style as something big and glamorous. But for me, it’s more about comfort and confidence. I believe I am most beautiful when I am confident with what I am wearing.
Vietnam is known for having a more conservative culture. How did you develop your atypical style, and what inspired you to break the mold?
I am 100% Vietnamese, born and raised in a family with traditional values in the heart of Hanoi. Therefore, I have a close connection with Vietnamese culture from a young age. I understand why people have stereotypes and standards for everything, including fashion. To break a stereotype, I need to understand that it is a longstanding tradition, and people need time to understand and accept something that seems not to fit the concept constructed by society.
I am creative and very open to experimenting with fashion and style. But I always remember that breaking stereotypes doesn’t mean disrespecting the culture. I don’t go for something that’s against my principles, nor do I dare to do anything inappropriate. When I prove my career path and the values I pursue, the audience will eventually see and appreciate what I do and who I am.
What can you share about your experience attending various international fashion events?
I never imagined or planned to be in such big events when I started in the industry. My mindset was that everything happens in accordance with fate, on what’s meant to be. I simply did what I loved diligently and responsibly. The more I did it, the more passionate I became, so I always strived to build deep connections with my fashion-loving audience.
After many years of self-development and working with fashion brands that I personally advocate for, I had the opportunity to be part of the global fashion scene. The fashion week events I’ve been to were nothing short of extravagant and magical. Each experience was precious and emotional for me — a small girl from Vietnam with a simple passion for fashion.
Here, I had the opportunity to witness the designs of renowned fashion names, touch each material, style, and seam, and be in awe of the heart and soul put into every piece. I also met like-minded individuals and beloved brands, expanded relationships, and gained knowledge about the fashion market and influencer industry worldwide. I apply what I learn to developing and renewing myself every day. These are the opportunities and privileges that I have worked hard for a long time to achieve. And they’ve also inspired me to become better at what I do.
You have a massive following on social media. How did you start sharing your fashion and lifestyle content in the digital world?
To be honest, I’m just a girl who loves to share. Everything I care about, from personal interests to social issues, I want to share with everyone around me. When I became serious about content creation, I asked myself, “What value does this content bring to the community?”
From there, I create meaningful content for those who love me. One thing I’m always sure of is that I never plan or intend to say things that are only meant to draw attention. I want my content to depict who I am and what I believe in.
I’m incredibly thankful for the support I’ve been given, but I also have to be honest that it’s not easy to have a million eyes following your every move. The biggest challenge is making people understand and love the content I convey. Of course, some may like what I post; some may react differently. What I do is I constantly listen to my audience — both positive and negative feedback — and continuously learn and bring more value.
What do you think sets your content apart from others in the fashion and lifestyle space?
I work on various platforms such as Facebook, Tiktok, YouTube, Instagram, website, etc. I distribute content evenly on these platforms, from fashion, beauty, and life hacks, to personal stories. These diverse content areas stem from my many interests in life.
A lot of people are doing the same things, I’m sure of that. But the core value reflected in their videos or photos makes each content creator different.
As for me, I explore what I truly care about, not what’s trendy or controversial. When planning content, I spend a lot of time researching what the audience is interested in and wants to know. From there, I explore, learn, and develop to share quality, authentic, and valuable content with the audience.
How do you balance creating content for your followers while staying true to yourself and your style?
To build a solid following, it’s essential to create engaging content. However, simply being entertaining isn’t enough — the content must also be meaningful, align with my values, and provide value to my viewers. To achieve this, I focus on staying true to my style and identity while listening to my audience and understanding their wants and needs. By doing so, I aim to create content that genuinely engages and resonates with my followers.
What advice would you give to someone looking to start a career as a fashion influencer or content creator?
This is a very fun but also competitive field. To start the right way, one should always find and understand their “why” or their core and build their career from a stable foundation of self-awareness.
Thousands of people have already come before you — so what something new can you offer? If you’re only trying to replicate what others have done, it will be difficult to gain an audience. Avoid copy-pasting others; find your strengths and do all you can to develop them. And as I mentioned, the element of listening and understanding your audience cannot be ignored to determine what you are doing to help them, what value your content brings, and why they are following you.
Step by step — understanding yourself and your audience and creating synergy between the two to spread influence in your career — you will gain a loyal audience. Remember that this career largely depends on the support of the people who appreciate you and your work. Without them, your creative activities and content are just a personal hobby.
Is there a particular fashion trend you advocate for?
I believe that sustainable fashion is the key to the long-term success of the industry, rather than simply following temporary trends. For me, pursuing a career in fashion and beauty means maintaining a sustainable approach that aligns with my values and beliefs. Balancing the need to stay current with the latest fashion trends while creating with passion and preserving the environment is a constant challenge. This long-term process requires continuous learning and adaptation and cannot be achieved overnight.
What are your plans and goals for your platform and career?
As I mark my 9th year in the fashion industry, I realize my goals have evolved since I was 17 or 18. I am no longer driven by the need for external validation or fame, but rather by a desire to demonstrate that my work in fashion is a legitimate career that adds value and contributes to society. This principle applies to my fashion pursuits and my life in general.