Twenty years ago, a chance trip to Hanoi transformed the lives of Diego Cortizas and Laura Fontan. Drawn to the city’s vibrant culture and captivating textiles, the Spanish couple fell deeply in love with Vietnam. They established Chula, an atelier-boutique that celebrates the fusion of Vietnamese heritage and contemporary design. The name Chula embodies their philosophy—unique, cool, and easily pronounced in various languages. This spirit is reflected in their creations, which are known for their bold color palettes and distinct artistic approach.
Chula defies traditional fashion seasons. Creative director Diego approached design as a means to preserve memories—honoring legendary artists like Salvador Dalí and David Bowie, capturing the essence of Vietnamese life through ethnic textiles and cultural symbols, and expressing his travels through kaleidoscopic prints. Despite the vibrant concepts, Chula’s garments are characterized by clean lines and effortless drape, a testament to Diego’s background as an architect. Their reinterpretations of the traditional Vietnamese Ao Dai—a long tunic paired with trousers—have earned widespread acclaim. Chula embraces the Ao Dai’s elegance while adding unexpected elements like flat buttons and trompe-l’œil necklaces, pushing the boundaries of traditional design.
The connection between fashion and art is deeply embedded in Chula’s DNA. Their boutiques, located in Hanoi and Ho Chi Minh City, are housed in art districts, creating an atmosphere of creativity with photographs and murals adorning the walls. The Hanoi boutique, modeled after a 19th-century Vietnamese house, houses both the shop and the atelier, where skilled artisans handle every aspect of production, from design to finishing. Customers are invited to witness the garments come to life, experiencing the magic of hand-crafted artistry.
Chula’s commitment to organic creativity and human craftsmanship extends beyond their designs. Diego, a true renaissance man, recognized the importance of supporting young Vietnamese artists. Using fashion revenue, he hosted recitals and exhibitions in Chula’s backyard, providing a platform for indie performers like Le Cat Trong Ly, Le Cat Tien, and Dattie Do. The brand also collaborates with local art galleries and educators, fostering a thriving cultural scene.
But Chula’s social impact goes beyond the realm of art. Diego and Laura actively champion inclusion, employing skilled artisans—many with physical disabilities—in their production process. The journey began with a chance encounter at a charity-funded trade school for the hearing-impaired, where they discovered talented seamstresses. Chula embraces diversity, offering equal opportunities and creating an inclusive workplace where everyone’s voice is valued. In 2016, businesswoman and activist Theresa Van collaborated with Chula on a groundbreaking fashion show, featuring disabled models showcasing Chula’s vibrant designs. It was a powerful statement about beauty and inclusivity.
From the beginning, Chula has been a staunch advocate for slow fashion. They design when inspiration strikes, order limited supplies, and produce durable garments in small quantities, minimizing waste and contributing to a more sustainable future. Their off-the-rack stock is limited, but clients can commission custom-made pieces, ensuring a personalized and unique experience. This approach also encourages creativity, allowing clients to personalize readily available materials, creating one-of-a-kind garments that reflect their individual style. Chula’s signature patchwork motif, featuring ethnic fabrics and global samples, further embodies this ethos, transforming each piece into a cultural tapestry. Leftover fabric scraps are meticulously collected and transformed into the Zero Waste collection, showcasing Chula’s unwavering dedication to sustainability.
Chula’s commitment to using natural fibers and exploring alternative dyeing and waste-treating methods speaks to their ongoing pursuit of environmental responsibility. The durability and artistry of their garments ensure their longevity, often being passed down through generations, like precious heirlooms. In 2024, as Chula celebrates its 20th anniversary, Laura Fontan eloquently summarizes their mission: “Since the very beginning, Chula wishes to give back to the community what we have received.” Chula’s journey is a testament to the power of creativity, sustainability, and community. Through its vibrant designs, inclusive practices, and unwavering commitment to social and environmental responsibility, Chula inspires artists, designers, activists, and consumers alike, leaving a lasting legacy of beauty, artistry, and compassion.
