Two years ago, Dieu Ngu, 35, a spa manager in Ho Chi Minh City, felt her personal image became monotonous. Despite buying dozens of dresses in various colors and patterns, she still felt bored with her clothes. Every morning, she struggled with "not knowing what to wear today."

The spa owner decided to hire a personal stylist for a three-month package, at a cost of 7 million VND per month.

My Lanh (left) advises a client on fashion style in Ho Chi Minh City. *Photo: Provided by character*

In the first week, the stylist assessed her fair skin and brown hair to determine suitable colors. The outfit direction was based on her frequent client meetings. For black and white attire, she was advised on a minimalist style. Designs like blazers, shirts paired with skirts, or knee-length wide-leg trousers were prioritized for a polished appearance. She also learned to use accessories like glasses and necklaces to create accents.

"Stepping into the spa in a blazer, I felt greater confidence. Most importantly, I understood why that outfit suited me, instead of just wearing it instinctively," Ngu said.

Personal styling services are flourishing in Ho Chi Minh City and Hanoi. On Facebook, groups dedicated to this field currently attract 15,000 to over 200,000 members, where users seek guidance on outfit coordination and utilizing existing clothes.

My Lanh, a personal stylist with 8 years of experience, stated that this service has grown significantly in the past three years. Previously, stylists primarily served clients who required frequent public interaction, such as artists, entrepreneurs, and celebrities. Now, the main clientele includes office workers and small business owners aged 25 to 40, who need to cultivate a professional image.

The process begins by addressing client concerns: difficulty coordinating outfits, a lack of wardrobe highlights, or uncertainty in choosing suitable accessories. The stylist then advises based on body shape, budget, and individual personality.

Ngoc Linh, 24, an office worker in Ho Chi Minh City, chose a per-session consultation service for one million VND to address her overwhelmed wardrobe. Linh mentioned she often bought clothes based on social media trends, but quickly grew tired of them.

"The stylist acts like a filter, helping me choose what suits my tall, slender figure, instead of chasing trends," Linh said. She considered this a wise investment to save time and shopping costs.

A client hiring a personal stylist service in Ho Chi Minh City. *Photo: Provided by character*

Master Nguyen Hong Khiem, Head of Fashion Design Department at Ton Duc Thang University, noted that the demand for fashion consultants reflects a significant shift in urban youth's desire for neatness, fashion, and personal expression.

Appropriate dressing boosts confidence in work and life for young people, while fostering goodwill and trust with others. However, Vietnam currently lacks formal training for the styling profession. Most practitioners come from applied arts or are self-taught.

Khiem believes the market needs structured training programs to standardize the profession. "With the trend of personalization, the clientele for these services will continue to grow, depending on financial capacity and individual circumstances," he said.

Ngoc Ngan