d’Annam tells Asia in chapters. Founded in 2023 by Nick Hoang — a Vietnamese creative who turned his homesickness in New York into scent — the house takes everyday, very specific things seriously: steamed jasmine rice, dark Vietnamese coffee with condensed milk, a bowl of pho, a mooncake. Each collection — Enchanting Vietnam, Memories of Japan, Majestic China — is devoted to one culture, developed with local advisers and a Vietnamese perfumer. Fragrances that don’t smell of a generic “Orient,” but of real places and memories.
