In recent years, Vietnam’s independent fashion scene has exploded across social media. Championed for its razor-sharp design language, unconventional tailoring, and accessible price points, it has become a treasure trove for style-conscious travelers. If you are planning a trip to Ho Chi Minh City—still affectionately called Saigon by locals—make sure to put SEESON, a homegrown Vietnamese eyewear label, at the top of your itinerary.
Founded in Hanoi in 2018, SEESON is built on structural innovation and precision fitting, specializing in minimalist frames that exude an elevated, instantly recognizable modern aesthetic. Among its flagship spaces, the Saigon store in Xuan Hoa Ward stands out as a striking dialogue between traditional Vietnamese culture, tactile artisanal materials, and contemporary design language.
The interior weaves everyday local motifs seamlessly into the architecture: harvested straw, iconic Saigon fruit carts, courtyard stone basins, woven bamboo blinds, and traditional metal accordion gates. The visual centerpiece is a massive, layered stone display table covered with straw blocks—a subtle nod to the terraced rice fields of Northern Vietnam. Adding to the sensory atmosphere, thatched leaves, traditional Dó paper, and betel bark are encased within transparent resin display blocks. The result is an extraordinary retail space where raw natural textures and humanistic warmth coalesce into pure modern design.
The Car Collection
Seeson’s latest collection The Car draws inspiration from a silver automobile, defined by its seamless metal body and fluid, continuous curves. This design language is translated into bold acetate frames with softened edges, featuring close-fitting browline silhouettes that echo the form of a windshield, complemented by metallic details woven throughout. The collection is unified by a distinctive automotive design language, expressed consistently across every frame.
SEESON Saigon Flagship
Address: 199 Dien Bien Phu, Xuan Hoa Ward, Ho Chi Minh City