Soramame- A Journey of Soulful Design, Cultural Fusion, & Ethical Purpose

ORIGINALLY PUBLISHED IN TFW TIMES MAGAZINE | ISSUE JULY 2025

Article Published on: 13TH MAR 2026 | 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’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.

Determined to turn inspiration into expertise, Gracie enrolled at the London College for Design & Fashion, taking a brave leap to build her skills from the ground up. In 2013, she launched SORAMAME with a team of fewer than ten people. The early years were intimate, demanding, and personal. She even took on the role of pattern maker herself when needed. Every challenge became a cornerstone in her foundation as both a designer and a leader. It was in these formative struggles that she developed not just technical strength, but also emotional resilience and clarity in vision.

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.

Soramame By Gracie Van

In an industry too often defined by haste and excess, SORAMAME emerged with a gentler vision—one rooted in sincerity, cultural dialogue, and transformation. Born from a desire to help women express their most authentic selves, SORAMAME has become more than just a fashion brand—it’s a quiet revolution stitched in slow fashion and soulful storytelling.

The name itself, “SORAMAME”—VIETNAMese for broad bean which captures the essence of growth. Like the humble bean that sprouts into something nourishing and whole, the brand is a metaphor for the emotional continuity and inner blossoming that clothing can inspire. Each design is made with the intention of helping women feel seen, celebrated, and at home in their own skin.

From its inception, SORAMAME was committed to the principles of ethical slow fashion: mindful production, responsible sourcing, and respect for every hand involved in the process. These aren’t just buzzwords, but the foundation of the brand’s DNA. The garments are crafted in small batches, with close attention to detail and a reverence for both people and planet. The fabrics are sustainably sourced, often natural or recycled, and the production methods reflect deep care for environmental and social impact.

But what truly sets SORAMAME apart is its cross-cultural dialogue. The brand sees fashion as a global language, a way for people to connect across borders and backgrounds. Its collections draw inspiration from a fusion of traditions: a VIETNAMese silhouette here, a West African textile there, a modern urban twist somewhere in between. This layered aesthetic speaks to a world increasingly interconnected, yet craving sincerity and depth.

The journey of SORAMAME is not just about clothes; it’s about conversation, identity, and transformation. It’s about dressing not for the trends, but for the truth within. It invites wearers into a shared space where differences are celebrated, and where personal style becomes a mirror of inner growth.

As the brand continues to evolve, SORAMAME remains anchored in its mission: to create with empathy, to honor diversity, and to inspire confidence not through noise, but through quiet power. In every hemline and every seam, there is a story being told one of care, culture, and becoming.

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?

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.

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.

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.

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

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?

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?

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?

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?

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?

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

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.

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

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?

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?

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.

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.

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