Young women in modernized traditional costumes.

Son La boasts a diverse and rich culture, deeply rooted in ethnic identity, and is home to twelve ethnic groups who have lived together for generations. Each ethnic group possesses its own unique cultural heritage, especially their traditional costumes. Tourists visiting the Moc Chau plateau, the highlands of Bac Yen, or the waterways of Quynh Nhai often seek to experience and take souvenir photos in these distinctive ethnic costumes. Besides traditional attire, visitors are particularly fascinated by the modernized and creative costumes of the ethnic minorities, featuring eye-catching designs, harmonious patterns, and colors. The appeal of these costumes lies in the unique combination of traditional ethnic patterns with modern fashion designs, refined lines, and innovative, eye-catching shapes and accents that flatter the figure, allowing the wearer to "shine" in photographs taken in this highland region.

As a professional photographer with many years of experience in the Moc Chau plateau, Mr. Manh Chi, owner of MC Media Studio in sub-district 14, Moc Chau town, Moc Chau district, shared: "In previous years, tourists often preferred taking photos in the original traditional costumes of ethnic minorities. Recently, tourists' tastes have changed, favoring modernized ethnic costumes with novel and unique designs. As a result, the photos become more distinctive, bringing satisfaction to tourists and giving them memorable experiences when visiting Moc Chau."

Tourists with Hmong children at the tea plantation.
Image source: Mạnh Chi (MC Media studio).

Modernized costumes at studios and costume rental shops in tourist areas and attractions throughout the province are imported from specialized fashion designers in Hanoi or designed locally. Following consumer preferences, these novel outfits are primarily based on the traditional clothing of the Hmong ethnic group, featuring eye-catching colors and patterns, and styles that can be easily modified to suit individual tastes, creating a unique look without losing the inherent ethnic identity. Modernized Hmong costumes are also popular because they are easy to wear, have vibrant colors, and create a striking impression. Additionally, traditional Thai ethnic costumes are also being modernized with styles such as wide or slit skirts, fitted blouses, and added decorative details or delicate cuts to accentuate the figure of young women.

Modernized traditional clothing worn by Hmong children.

According to photographers, modernized ethnic costumes in souvenir photos look their best when combined with a suitable background. For example, the traditional Hmong costume should be paired with peach or plum blossom gardens and misty hills; while the elegant and graceful modernized Thai costume should be combined with pristine white bauhinia flowers, flowing waterfalls, and peaceful, lush green villages. Combining these elements will highlight the beauty of the subject in the photo and the stunning costume that the photographer wants to showcase to the viewer.

Ms. Truong Thu Trang, a young tourist from Ha Tinh, said: "Compared to traditional costumes which are somewhat simple and similar, modernized ethnic costumes are unique, novel, and brightly colored; their modern designs suit the preferences of young people. Thanks to this, photos taken with modernized costumes avoid repetition, and wearers can easily choose outfits that suit their figure and personal style."

Modernized Thai ethnic costumes feature many impressive details.

In Son La city, there are also many shops that rent out traditional ethnic costumes for performances or photoshoots. Ms. Hoang Thi Hien, owner of Hien Hung performance costume rental shop in Chieng Le ward, Son La city, said: "To create beautiful modernized costumes, designers not only need creative minds but also an understanding of the culture of each ethnic group. When designing, innovating styles, and mixing patterns, they must respect the customs and traditions of the people, avoiding confusion or insensitive combinations of costumes. Therefore, I usually carefully research the cultural aspects of each ethnic group's costumes to come up with design ideas, then hire a design company in Hanoi to create detailed drawings before having the finished products made. The modernized costumes from my shop are always popular choices for customers to perform on stage, for wedding photoshoots, fashion photoshoots, etc."

Modernized traditional ethnic costumes also respect original values, using tradition as a foundation for creativity, skillfully combining unique brocade patterns. Most of these modernized ethnic costumes are dresses and blouses for women. Although using many new, durable, lightweight, and easy-to-wear materials, many costumes still opt for subtle patterns created using beeswax or oil paint techniques, especially on the blouses, allowing the details to show their true color, creating a classic yet elegant look. Combining eye-catching jewelry and accessories inspired by tradition, along with appropriate makeup and hairstyles, will make the women look stunning and stand out, as if wearing a formal evening gown.

Hmong girls from the highlands of Thuan Chau.

In many localities, especially among the Mong ethnic minority, sewing modernized traditional costumes has become a high-income profession for those with creativity, skill, and diligence. The family of Ms. Vu Thi Tung, in Co Ma commune, Thuan Chau district, produces and sells over 1,000 handcrafted products annually, mostly accessories and traditional Mong costumes, generating hundreds of millions of dong in revenue each year. Ms. Tung said: "I usually choose lightweight, easy-to-wear materials and sew them according to beautiful, modernized designs, using colorful patterns as accents. Each type of costume is sewn with its own unique design for festivals, cultural performances, or wedding attire for brides and grooms."

Modernized costumes used for performances by the Dao ethnic group.

With continuous innovation, each modernized ethnic costume is a harmonious blend of tradition and modernity, suitable for new fashion trends and appealing to a wide range of tastes. This is how those who love ethnic culture "breathe contemporary life" into traditional clothing, helping the heritage of ethnic groups to endure over time.

Thanh Dao