HER-ITAGE | Lecia’s Journey of Reconstructing Embroidery
HER-ITAGE | The Journey of Reconstructing Embroidery
Lecia Showcase #2
Imperial City of Huế, 20–29.09.2025
HER-ITAGE is a journey that carries Vietnamese embroidery beyond the boundaries of preservation and into contemporary life. Choosing Huế—where the exquisite techniques of imperial embroidery meet the elegance and poetic sensibility of Vietnamese culture—Lecia continues the story of heritage through a new language. The creative language of “reconstruction” runs throughout the project, reinterpreting time-honoured lines and motifs in a fresh dialogue with fashion, culture, and travel.
HER-ITAGE is not only about bridal gowns. It also redefines the image of the Vietnamese woman in relation to heritage: confident yet graceful, globally modern yet deeply rooted.
From 20.09 to 29.09.2025, this story will be unveiled in Huế through three chapters of experience:
#1: Minishow aboard the Hueritage Cruise - A journey along the Perfume River, listening to cultural stories from its banks, savouring royal cuisine, and discovering the HER-ITAGE collection in a mini trunk show that connects fashion with heritage.
#2: Showcase at the Diem Phung Thi Art Center - The designs are “deconstructed” into multiple layers, revealing each detail with clarity—from hand-embroidery techniques to understated silhouettes inspired by the architecture and imperial motifs of Huế. A fresh perspective on beauty, expressed through refinement and authenticity.
#3: Pop-up Store at Azerai La Residence - An exclusive pop-up concept within an elegant Art Deco setting, where brides-to-be are invited to experience one-to-one consultations and try on Lecia’s latest designs. A private moment to listen to the body, to feel each layer of fabric and every stitch—and to imagine the gown created uniquely for her.
-HER-ITAGE-
When heritage is not merely a trace of time, but an enduring companion to the woman of today.
---
HER-ITAGE is a journey that carries Vietnamese embroidery beyond the boundaries of preservation and into contemporary life. Choosing Huế—where the refined technique of imperial embroidery intertwines with the elegance and poetic spirit of Vietnamese culture—Lecia continues the story of heritage through a modern language. Throughout the project, a creative approach of “reconstruction” is employed to reinterpret traditional motifs, making them feel renewed and harmoniously connected with fashion, culture, and travel.
HER-ITAGE is more than a story about wedding dresses; it is a reflection of the modern Vietnamese woman: confident yet humble, deeply rooted in her heritage yet open to the world.
From September 20 to 29, 2025, this story will be unveiled in Huế through a three-chapter experience:
#1: Minishow aboard the Hueritage Cruise – A journey down the Perfume River, where guests will listen to the cultural stories of the riverbanks, savour royal cuisine, and witness the HER-ITAGE collection in a mini trunk show that connects fashion with living heritage.
#2: Showcase at the Diem Phung Thi Art Center – The designs are “deconstructed” into layers to reveal every detail—from handcrafted embroidery techniques to elemental silhouettes inspired by Huế’s royal architecture and motifs. It offers a new perspective on beauty, one defined by simplicity and authenticity.
#3: Pop-up Store at Azerai La Residence – An exclusive pop-up boutique within a luxurious Art Deco space, where brides-to-be can experience a one-to-one consultation and try on the latest designs from Lecia. It is an intimate moment to connect with the body, to feel every layer of fabric and every stitch of needle and thread—and to envision the gown created just for you.
- HER-ITAGE –
Where heritage is no longer a distant memory, but a timeless companion to today’s women.