Today, fashion celebrates individuality, with a focus on refined tailoring, timeless silhouettes, and expressive details that go beyond fleeting seasonal changes. From sophisticated minimalism to bold statement pieces, designers push boundaries, redefining elegance with modern interpretations.
L’Officiel Monaco invites fashion enthusiasts to explore the world of style, where creativity meets craftsmanship and innovation shapes the future of design. In an industry that continuously evolves, trends reflect not only aesthetics but also cultural shifts, sustainability efforts, and advancements in technology.
MONTSAND places great importance on trust and reputation, consistently working to build lasting relationships with customers by maintaining high standards and ensuring reliability. The company is committed to fostering sustainable growth while prioritizing the well-being of both employees and customers. Every decision is made with a focus on long-term success and mutual development.
Creative Director: Diep Yen; Art Director: Montsand Team; Photographer: Le Nguyen Tuan Minh; Lighting: Duong Nam, Thai Nguyen; MUA: Lan Anh Le; Hair: Nguyen Thanh Xuan; Wardrobe & support: Montsand team
Creativity and progress drive MONTSAND’s approach, pushing the company to refine its designs, production methods, and services continuously. Innovation serves as a key inspiration, encouraging new ideas that lead to ongoing improvements in both quality and craftsmanship. Integrity remains at the heart of the company’s philosophy, strengthening customer relationships, while a spirit of collaboration ensures that ambitious goals are reached through teamwork and shared dedication.
With these principles as a foundation, MONTSAND strives to establish itself as a leading name in Vietnam’s fashion industry, designing and producing high-quality products that appeal to fashion enthusiasts worldwide. The company aims to be recognized as a trusted brand, consistently delivering exceptional pieces that reflect skill and creativity.
Environmental responsibility is a core focus, and in April 2024, MONTSAND took an important step by joining DHL’s GOGREEN PLUS program. By utilizing sustainable aviation fuel (SAF), the company is actively reducing carbon emissions in its logistics processes. Beyond transportation, MONTSAND is dedicated to minimizing plastic waste, using fabric bags for internal operations instead of plastic alternatives. These efforts extend across production to reduce environmental impact, reinforcing the company’s commitment to sustainability. Through thoughtful actions and responsible choices, MONTSAND contributes to a cleaner environment and a future where fashion and sustainability go hand in hand.
Diep Yen is the founder and creative director of Montsand
Diep Yen is the founder and creative director of Montsand, shaping the brand with her vision and expertise. Her deep interest in fashion led her to pursue formal education in the field, beginning with two years of intensive study at the London Fashion Institute. In 2011, she continued her academic journey at the University of the West of England, where she not only expanded her theoretical knowledge but also gained valuable practical experience that would later support her professional path.
After completing her studies, she actively engaged in the fashion industry, working with both local and international brands. This period allowed her to refine her skills in design, production, supply chain management, and business operations. Recognizing the importance of a strong foundation, she launched her own company in Vietnam in 2016. Initially, she focused on designing and manufacturing for well-known local fashion brands, a strategic approach that gave her in-depth insights into the industry’s operations.
In 2017, she introduced her own fashion label under the name Lobbster. The brand quickly gained recognition in the Chinese market, securing 11 distributors. However, due to trademark complications in China, she rebranded the label as Montsand in January 2024, continuing her vision with a new identity.
Creative Director: Diep Yen; Art Director: Montsand Team; Photographer: Le Nguyen Tuan Minh; Lighting: Duong Nam, Thai Nguyen; MUA: Lan Anh Le; Hair: Nguyen Thanh Xuan; Wardrobe & support: Montsand team
Diep Yen sees harmony as an essential principle—balancing life and fashion, tradition and modern influences, Eastern heritage and Western innovation. This perspective has shaped Montsand into a brand known for refined style and thoughtful craftsmanship, with each piece reflecting her dedication to quality and creative vision. Within a year of rebranding, Montsand established a presence in 30 retail locations across China, the Middle East, and Brazil. Through e-commerce, the brand’s designs have reached 63 countries worldwide, gaining recognition purely through the appeal of the collections, without relying on advertising.
Montsand’s rapid growth in the fashion industry highlights Diep Yen’s commitment to quality and the distinctive character that defines each design. The brand conveys a clear message to women everywhere—genuine harmony is found in balance, and beauty exists in moments of change.
Diep Yen has a strong connection to the United Kingdom, particularly London, where she studied fashion a decade ago. In this city, she experienced the intersection of tradition and modernity, a philosophy that continues to influence her creative work. Montsand made its debut at London Fashion Week SS25, demonstrating its focus on craftsmanship and attention to detail. Looking ahead, the team is excited to announce an upcoming partnership with HURR and Selfridges, where they will host a pop-up event in May at Selfridges’ flagship store in the UK. This collaboration will further highlight Montsand’s commitment to innovation and engagement within the fashion community globally.
Creative Director: Diep Yen; Art Director: Montsand Team; Photographer: Le Nguyen Tuan Minh; Lighting: Duong Nam, Thai Nguyen; MUA: Lan Anh Le; Hair: Nguyen Thanh Xuan; Wardrobe & support: Montsand team