LỰU ĐẠN is a luxury label founded in 2021 by designer Hung La, drawing inspiration from the evolution of Asian identity. The name LỰU ĐẠN derives from the Vietnamese words for “pomegranate” and “bullet,” merging to form the colloquial term for a “dangerous man.” Their designs are highly acclaimed and have adorned famous figures such as Billie Eilish, Justin Bieber, Lewis Hamilton, Arnold Schwarzenegger, and Leon Bridges.
Founder Hung La, a first-generation Vietnamese American residing in London, is a true trailblazer in the world of fashion. His journey started when he pursued fashion design at the esteemed Royal Academy of Fine Arts in Antwerp. Following his graduation, La’s exceptional talent caught the attention of Nicolas Ghesquière, leading him to secure a coveted role at Balenciaga. He then joined forces with Phoebe Philo at Céline, further refining his craft and expertise. In 2016, fueled by their shared passion for fashion, Hung La and his partner, Léa Dickely, founded Kwaidan Editions, a luxury womenswear label.
Today, Hung’s attention is directed towards LỰU ĐẠN, a fashion label that has gained widespread acclaim for its daring and audacious designs, which draw inspiration from the empowering roots of Asian culture. The brand takes pride in honoring the timeless traditions, rich heritage, and the multigenerational sacrifices of Asian communities, embracing their past with reverence. Simultaneously, LỰU ĐẠN celebrates the emergence of new legacies as these communities break free from outdated stereotypes and societal expectations, blazing new trails with confidence and determination.
Our focus for LỰU ĐẠN was to significantly enhance the user experience and improve the website. We redesigned the mobile menu, product listing, and individual product pages, and added a search function. Additionally, we introduced a spiraling dragon to the site. These enhancements have created a visually appealing and engaging platform for a unique shopping experience.
We collaborated with teams in London and Milan, scoped improvements, provided concepts, and developed the website workings after sign-off.
Shopify WebsiteView Project