GRACIE VAN, FOUNDER & CEO OF SORAMAME: A JOURNEY OF SOULFUL DESIGN, CULTURAL FUSION, & ETHICAL PURPOSE

THAILAND FASHION WEEK
5 days ago
6 min read

ORIGINALLY PUBLISHED IN TFW TIMES MAGAZINE | ISSUE JUL V1 2025

Article Published on: 03RD AUG 2025 | www.thailandfashionweek.org

From Vietnam to VIETNAM, and eventually to London, Gracie Van's journey into the world of fashion has been one of deep introspection, technical mastery, and a constant desire to connect with others through the language of style. Today, she stands as the creative force behind SORAMAME—a brand not just rooted in aesthetics, but in values, vulnerability, and evolution.

Gracie’s path wasn’t a straight line. Initially majoring in Marketing, it wasn’t until her time in VIETNAM that the seed of inspiration truly took root. Living among individuals who confidently expressed themselves through their wardrobes, she experienced firsthand how fashion could be a bold yet quiet expression of identity. The freedom and authenticity she witnessed stirred something inside her something that would eventually become SORAMAME.

Gracie Van’s design philosophy is rooted in something far more profound than fleeting trends or commercial success. It is a deep, personal commitment to ethical production an ethos she embraces not as a trend, but as a solemn responsibility. For Gracie, every garment begins with respect for the planet, for the skilled hands behind each stitch, and for the people who wear her designs. She envisions a future where clothing is not just consumed, but consciously chosen, appreciated, and valued. Her approach champions a cyclical and conscious design system that emphasizes sustainability.

Gracie Van's deeply human approach to fashion extends well beyond her flagship brand, SORAMAME. In her quest to explore the full spectrum of identity and creativity, she has launched two additional menswear labels: NUTSCLUB and BADNUTS. These brands are not mere extensions of a business portfolio, they are intimate, expressive spaces crafted to celebrate individuality, vulnerability, & self-expression. NUTSCLUB speaks to a sense of refined rebellion, while BADNUTS captures a more experimental, edgy energy. Both labels offer men an opportunity to explore fashion as a reflection of their inner world, rather than just their outer appearance.

Through these ventures, Gracie embraces the diversity of her artistic persona, one that is simultaneously thoughtful, playful, and boundary-pushing. In a fashion industry often dominated by urgency and superficiality, she chooses instead to slow down and design with purpose. Gracie Van reminds us that fashion should not be about keeping up with time, but about creating something that grows with it deliberate, soulful, and lasting.

EXCLUSIVE INTERVIEW OF GRACIE VAN WITH TFW TIMES

Q: What inspired you to launch Soramame back in 2013, and how has the journey evolved since then?

A. The time when I studied in VIETNAM had sparked my love for fashion, since everyone was very comfortably self-expressed through clothing. We created Soramame with that purpose.

We started the brand in Hà Nội in 2013. The city’s pace, its atmosphere is more introspective, quiet, and grounded in history - gave us space to develop our core values. As we expanded into Hồ Chí Minh City in 2019, we didn’t change direction, but we allowed the shift in environment to inform how we continue. The energy there is faster, more outward, more dynamic, with more varieties of either international and local brands. It offers different kinds of conversations. We don’t position ourselves with those movements, but it helps to shape our continuing growth alongside with customers.

Thanks to our numerous appearances at various international fashion shows since 2019, we have attracted more international customers. We hope that through Soramame, every girl can freely express herself.

Q: How would you describe Soramame’s design philosophy in your own words?

A. We’ve explored human identity, rhythm, and culture — not just as themes, but as lived experiences. Ultimately, this work is a tribute to what connects us as humans.

Q: Your pieces are described as both subtle and expressive. How do you strike that balance in your creative process?

A. We always place the human experience at the heart of the process - to design with empathy, intention and responsibility. From precise tailoring to thoughtful fabric choices every added element is carefully considered with that purpose at its core. We want to create pieces that feel personal yet universal, subtle yet intentional.

Q: In what ways do you see Soramame as a reflection of modern life and its complexities?

A. We move along with the development of this fast-paced world, but at the same time, we come to learn how to reflect within ourselves. We cherish life as it is. Perhaps the art of modern living is learning to carry that reflective awareness with us as we move. And we want to bring that essence through clothing.

Q: Functionality and elegance are often seen as opposites in fashion. How does Soramame merge the two seamlessly?

A. We aim to balance functionality and elegance in a thoughtful way. Elegance, to Soramame, is quiet — it lies in refined proportions, essence details, and a sense of emotional depth. In the same way, we think that functionality is necessary. We make ready-to-wear that our designs are ready to put on, for your multiple purposes, but above all, are made to be seen.

Q: Can you tell us more about your process of selecting materials and how it ties into the craftsmanship behind each piece?

A. To me, materials always play an important role in the whole process. We search for various origins, textures, behaviors, even their emotional tones, then the materials themself will guide the cuts, the details, the construction differently and accordingly.

Q: Soramame’s aesthetic seems deeply rooted in storytelling. What narratives are you hoping to share through your collections?

A. Through clothing, we want to spark awareness about important social issues - respect heritage, foster cultural shifts, address sustainability and every social movement. We also express our love for the planet by practicing ethical slow fashion. SORAMAME creates garments that bring up powerful emotions between calm and tension, reflecting inner-peace and stillness. We invite people to wear pieces that help them slow down, breathe, and reconnect with themselves.

To sum up, these are what matter most to our brand and collections of garments:

- awareness of social movements

- needs of sustaining our habitual environment

- stillness inside our ever evolving soul

Q: How has the cultural landscape of Ho Chi Minh City shaped your approach to design?

A. Ho Chi Minh City is not just Vietnam’s economic engine — its vibrant, multilayered fusion of the past and present with reinvention. The people are energetic, rapid and deeply adaptive, embracing the future without fully letting go of the past. All of the above is fully inspiring, a source of materials for us.

Q: What role does sustainability or conscious design play in your brand ethos? You describe your work as a movement for liberation. What does that mean to you within the context of fashion?

A. Conscious design plays a central role in my brand ethos. Every decision in the design process carries the weight of responsibility to the environment and society. From material sourcing to production methods, we strive to design with long-term value in mind: choosing responsible fabrics, minimizing waste, and building an ethical production. In essence, it’s not just about making beautiful things, but making them mindfully — with purpose, empathy, and impact. I believe this is one key to liberation as well, not just about how to dress well but also consciously dress.

Q: What emotions or reactions do you hope people experience when they wear Soramame?

A. We hope that you feel confident, at ease, empowered, and truly like the best version of yourself — where self-expression flows from the inside out.

Q: How do you keep your designs current while maintaining the timeless quality Soramame is known for?

A. We don’t follow trends, it never affects the way we create. We believe in the quality, our understanding of materials and construction. Moreover, we regularly collect customers’ feedback, take research and observation from their experiences: how our designs interact with - their style, personal references, needs and diverse body shapes. From which we continue to develop alongside our customers.

Q: Are there any particular pieces or collections that you feel best represent the soul of Soramame?

A. We are proud and fulfilled in every thing that we have created. Each of them has presented a stage that we evolved - a tribute to every culture, nature, human spirit and the flow of everyday life.

Q: What does the future hold for Soramame, and what are you most excited to explore next?

A. We are working hard to launch our first exclusive fashion show at London Fashion Week this September. We are also actively open