Enhancing connectivity and value of craft products

At the meeting, Mr. Ta Van Tuong, Deputy Director of the Hanoi Department of Agriculture and Rural Development, shared that the delegation had previously met Ms. Barbara Ebbli at the AF L'ARTIGIANO International Craft Fair in Milan in late 2023.

From January 11-19, 2024, Barbara Ebbli visited Hanoi to survey local silk producers and suppliers. Her goal was to understand Hanoi's silk production and offer design consultancy for fabric, silk and brocade products for One Commune One Product (OCOP) producers. This helped Hanoi businesses adapt their fashion designs for European and international markets, paving the way for selling souvenirs to global tourists and exporting to Europe and beyond. Nguyen Van Chi, Standing Deputy Chief of the Hanoi Coordination Office for New Rural Development, noted that in 2024, the collaboration with Ms. Ebbli resulted in 10 product samples crafted from Vietnamese silk and linen.

A collection of designs crafted from Hanoi's traditional silk and linen by Barbara Ebbli, founder of the Italian fashion brand Malaika

Supporting businesses to introduce Vietnamese products to world markets

Speaking at the meeting, Barbara said that the collection truly illustrates her trip to Vietnam in January 2024. The designs are aesthetic and fashionable, but also carry traditional and modern cultural identities of Vietnam and Italy.

“The collection is designed to the style and liking of European and international consumers, characterized by bright, sharp colors and creative, unique designs. We do hope that the designs will be positively received in both Italian and Vietnamese markets,” she added.

Silk products from Hanoi and Vietnam at large are untapped “treasures” that need a well-prepared marketing approach to be tapped, she said. Sharing this view, Tuong emphasized the role of the business community in bringing traditional craft products to the world market since Vietnamese artisans find it difficult to approach designers and creators in the world.

A representative of HANHSILK Joint Stock Company, which cooperated in carrying out this silk and linen design and production collection (OCOP products) with Ms. Malaika Ebbli, added: With support from the Hanoi Coordination Office for New Rural Development in organizing traditional craft fairs both domestically and internationally, HANHSILK has gained opportunities to foster such collaborations. Learning from the working methods and experiences of global designers is essential for growth and innovation. Their way of making fashion products is also very different. For example, A 20-meter piece of silk fabric can be used to create only one costume, as it is believed that this is the best way to showcase the most quintessential patterns of the product. I hope to receive further support from authorities to fully harness the potential and enhance the value of Vietnamese OCOP-certified silk and linen products.

The collection was presented on the evening of November 29, 2024, the opening of the 3rd Hanoi Agricultural Products and Craft Villages Festival 2024 to celebrate the 70th anniversary of the Hanoi Department of Agriculture and Rural Development. At the same time, the collection was exhibited at the opening of AF-L'ARTIGIANO 2024 in Milan, Italy on November 30, 2024 and the opening of the marketing launch of HANHSILK Joint Stock Company's products at the showroom of Malaika, a creative design consulting company in Italy, on December 8, 2024.