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◾️ Classic Noir - Exotic - Dark Romanticism
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◾️ Available at @ruemiche - @astoud.official - @objoff - @som__space
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creative & styling for snamo ss26
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Materials in Transit 

A Sớm campaign studying familiar materials and everyday references from Vietnam, transported into Australia. 

We begin with chăn con công (“Peacock blanket”).

Originally a Chinese-made floral print from the 1950s–60s, the fabric entered Vietnam in large quantities after the war, during the post‑war subsidy period (thời bao cấp), when imported textiles were scarce and highly valued. Sold as blankets, bed sheets and other household items, a good chăn con công could cost several chỉ of gold- making it both a practical necessity and a status object, often passed down, sometimes as part of a wedding dowry.

Here, chăn con công sits alongside the red plastic chair and Senko fan, forming the backdrop for Kimtr’s SF26 and Ðinh’s AW26 collection.

All pieces available first at the Sớm Melbourne pop-up, 1–4 October.

Creative direction: @amyhaimyto 
Photo: @lindaachenn 
Lighting: @carlinandcamera 
Set design: @amyhaimyto @lindaachenn 
Production: @amyhaimyto @di.yen @lindaachenn 
Talent: @lego__blok @long.lam_ @mishlxy 
Assist: @m.axliu
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Hey Melbourne 

Sớm Space comes to Melbourne for the first time this October. 

It’s our biggest curation yet- 20+ Vietnamese brands, emerging and established, streetwear and elevated- brands we believe are shaping Vietnam’s creative scene right now.

Expect new brands alongside returning Sớm favourites, with new season pieces and a few back-by-demand favourites from past collections.

A lot of what’s coming to Melbourne isn’t available on our website. For some brands, this will be their first time stocking with Sớm- and if they sell out at the popup, they may never make it online.

Thu 1 Oct - 12 - 9pm 
Fri 2 Oct - 12 - 9pm 
Sat 3 Oct - 11-6pm 
Sun 4 Oct - 11-6pm 

📍 362 Little Collins St, Melbourne

Featuring: 
@aaa_corner_ 
@accox.acx 
@thebeuter 
@demen_vn 
@dinh.project 
@elena.ngn 
@hypnotism.studio 
@jellyfishsaigon 
@kimtr.clothes 
@ngaiofficial 
@opiniwkrs 
@paradise4saigon 
@rakkiu.official 
@saomaihomme 
@sickio.customize 
@smoochingg 
@snamo.bags 
@strangevisuals.project 
@theidiott.official 
@you_took_your_time 

Poster design: @ilyl4y
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