On 19/5, during the Miss Grand International All Stars 2026 debut night in Thailand, Huong Giang stood out among contestants with her fashion choice. Instead of a formal gown, she opted for an executive-style outfit, featuring high-waisted flared trousers and an asymmetrical sequined cape top.

The "CEO chic" or executive style, known as "tong tai" in Vietnam, has become a prominent fashion trend among Vietnamese celebrities. This aesthetic emphasizes luxury, success, and professionalism, reflecting a powerful female image. Many stars, including Ho Ngoc Ha, Ly Nha Ky, Tieu Vy, and Diep Bao Ngoc, are frequently seen adopting this sophisticated look.

The executive dressing style, resembling that of CEOs and corporate presidents, began to surge on Chinese social media platforms, especially Douyin, in 2018. The trend's rise is attributed to the popularity of mini-dramas and short videos featuring tropes like "fake poor CEO" and "overbearing CEO." This content typically portrays women as economically independent, successful entrepreneurs, or individuals from wealthy backgrounds.

The "tong tai" trend spread to Southeast Asian countries such as Singapore, Malaysia, Indonesia, and Vietnam via TikTok in 2022. Globally, this dressing style is known as "business core," a successful executive aesthetic that gained prominence starting in 2024.

The executive style is characterized by outfits in neutral colors like black, white, beige, and gray, conveying a sense of luxury, success, and professionalism. Key pieces associated with this trend include vests, trench coats, shirts, ties, eyeglasses, watches, tailored trousers, high heels, stylish silk blouses, minimalist sheath dresses, and tulip or pencil skirts.

This style is popular among many Vietnamese stars, including Lan Khue. During one event in TP HCM, she exited an oto in a khaki outfit paired with a belt, sunglasses, and gloves.

Miss Phuong Khanh often adopts this style with an emphasis on understated luxury.

Attending Lam Gia Khang's show on 9/5, Ho Ngoc Ha opted for an understated luxury style.

Actress Ly Nha Ky aims for an elegant and sophisticated female executive image.

Miss Tieu Vy cultivates a successful image with a loose 1980s-style suit and a striped tie.

Miss Ky Duyen paired a high-neck silk top with skinny pants and pointed-toe shoes, enhancing her chic look with a Gucci bag and sunglasses.

Thanh Hang exuded power with a minimalist black silk dress and a beret.

Chi Pu created a feminine and elegant appearance with a pink suit dress and Gucci pointed-toe shoes.

Van Mai Huong selected a silk top and bermuda shorts, paired with a long blazer for a minimalist aesthetic, accented by a Bottega Veneta clutch.

Dam Thu Trang chose a loose menswear-style suit and ankle boots.

By Sao Mai

Photos and video: Courtesy of subjects