Lemaire Spring Summer 2024: How Vietnamese Motorcycle Culture Inspired French High Fashion

The world of high fashion often finds inspiration in the most unexpected places, and for the French fashion house Lemaire, that inspiration came from the bustling streets of Vietnam. From February 29 to March 17, Paris plays host to a unique photography exhibition showcasing the Lemaire Spring-Summer 2024 collection. Titled 'On the Saddle' (Trên yên xe), the exhibition features the work of photographer Osma Harvilahti, who captured the essence of Vietnamese daily life through a high-fashion lens in 2023.

Designers Christophe Lemaire and his partner, Sarah-Linh Tran, were deeply moved by their recent travels to Vietnam. They observed a unique urban phenomenon: the protective clothing worn by locals while navigating the chaotic traffic on motorcycles. This practical, everyday 'armor'—designed to shield against the sun, wind, and rain—became the creative foundation for their latest collection. Christophe Lemaire noted in Vogue that the collection addresses the realities of global warming, emphasizing the need for lightweight fabrics and functional protective gear that remains stylish.

The photoshoot took place across major thoroughfares in Hanoi and Ho Chi Minh City, featuring both professional models and local citizens. On the iconic Long Bien Bridge, model Le Thi Hue Huong showcased a short jacket paired with oversized cotton chino pants and a vegetable-leather Cartridge sports bag. In another scene, a local resident named Mr. Minh was photographed in Saigon riding a Cub, wearing a silk-cotton ensemble and a waterproof-coated raincoat. These images highlight the 'Quiet Luxury' aesthetic that Lemaire is famous for—prioritizing convenience, versatility, and durability. Sarah-Linh Tran explained that by adjusting small details like drawstrings, these garments become multi-seasonal pieces that protect the body while maintaining a breathable, comfortable feel through materials like silk and cotton.

Photographer Osma Harvilahti spent time walking the main roads of Hanoi to observe how people and their clothing form a unified, intimate presence within the city's culture. The resulting images capture the dynamic movement of fabric—puffing up or clinging to the body as the wind blows during a ride. The collection even incorporates reflective elements that shine in the dark, mirroring the functional needs of urban commuters. This collaboration between a French powerhouse and Vietnamese street soul proves that fashion is most powerful when it is rooted in human reality and cultural authenticity.

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