Lsoul: The Viet Fashion Label That Dressed Blackpink Opens Its First Singapore Store
The Vietnamese brand known for dressing Korean stars including IU has arrived on Orchard Road, bringing its romantic, statement-making designs to Singapore for the first time.
Vietnamese fashion label Lsoul has officially touched down in Singapore. Known for its romantic yet daring designs, the brand has caught the attention of celebrities including Blackpink, IU and Madison Beer with its distinctive take on contemporary femininity.
Officially opened on 14 October, Lsoul’s new boutique at 313@Somerset marks its first store in Southeast Asia outside Vietnam, bringing its ready-to-wear collections and accessories, including bags and shoes, to Orchard Road. Whether you’ve been eyeing the label’s celebrity-worn looks or are simply looking for pieces with a little feminine edge, there’s plenty to browse.
Lsoul’s aesthetic plays with traditionally romantic details and more daring silhouettes, creating pieces that feel feminine without losing their individuality. Its Singapore store operates on a seasonal cycle, meaning the pieces available in store change with each fashion season as new collections arrive. In other words, there’s always something new to look out for on your next visit.
Lsoul’s L’Amour collection, now in Singapore
The collection currently taking centre stage at Lsoul Singapore is their Autumn Winter 2026 L’Amour collection, which explores romance through the many stages of a relationship.
The collection begins with soft, muted pastels that capture the excitement of new attraction before moving into darker shades that hint at distance, conflict and the messier parts of falling for someone. It eventually settles into more neutral tones, reflecting the understanding and emotional maturity that come with time.
The colour story is matched by an equally considered mix of textures. Sheer fabrics, knitwear, wool, lace and leather bring together softness and strength, while bows, floral motifs, knots and tie-up details nod to the gestures of intimacy, from exchanged gifts to tightly held hands.
The Jennie effect
If there’s one name that helped propel Lsoul onto the international fashion radar, it’s Jennie. When we spoke to the brand’s founder, Nguyen Trong Lam, he shared that one of the label’s biggest turning points came in 2024, when the Blackpink member wore an Lsoul set.
The response was significant enough that the brand’s sales team had to put in extra hours to keep up with demand. Lam describes the moment as the beginning of the “Jennie effect”, a turning point that brought Lsoul to a much wider audience.
Since then, the label has dressed an impressive roster of artists, including IU, Madison Beer and members of Twice. Blackpink’s relationship with the brand has continued, too, with Lsoul creating custom looks for all four members during their Deadline World Tour stop in Singapore.
For Lam, the group’s appeal goes beyond its star power. He sees the members’ confidence, individuality and willingness to experiment as qualities that align with Lsoul’s own design philosophy. It’s a fitting match for a label that wants its clothes to make a statement, rather than simply follow one.
So, who is the Lsoul girl?
Ask Lam to describe the Lsoul girl and his answer comes back to confidence. She’s feminine, but not afraid to be bold; sexy, but with room for sweetness and playfulness. Most importantly, she’s comfortable expressing herself on her own terms.
That balance runs through the brand’s designs, where romantic details meet more daring cuts and figure-conscious silhouettes. Rather than prescribing a single way to dress, Lsoul creates pieces intended to highlight different bodies and personalities.
Where to find Lsoul in Singapore
Lsoul’s Singapore flagship is now open right in the heart of Orchard Road at 313@Somerset, #03-16/17, open daily from 10am to 10pm.