Alluring charm of Ninh Binh spotlighted in Harper's Bazaar
The renowned American fashion magazine, founded in 1867, chose Vietnam’s Ninh Binh as the stunning backdrop for its latest photoshoot, celebrating the region’s serene and untouched landscapes.
THE HANOI TIMES — Harper’s Bazaar, an American monthly women's fashion magazine, unveiled on June 23 "Spirited Away," a mesmerizing photo series set in the Trang An Scenic Landscape Complex, which has been a UNESCO World Heritage Site since 2014.
Harper’s Bazaar releases its summer issue featuring "Spirited Away", a photoshoot celebrating Vietnam’s serene beauty, with Trang An, a UNESCO World Heritage Site, as the majestic backdrop. Photo: Pieter Hugo/Harper’s Bazaar
The series highlights the majestic limestone mountains, winding rivers, ancient temples, and lush caves of Ninh Binh, creating a poetic contrast between high-fashion designs and the province’s timeless beauty. "The season’s dreamiest dresses and airiest pieces look right in their element amid the serene rivers and historic pagodas of Vietnam's northern province of Ninh Binh," noted the editors of Harper’s Bazaar.
Model Awar Odhiang graced the frames, adorned in elegant ensembles from luxury brands like Louis Vuitton, Prada, and Bottega Veneta, paired with accessories from Tiffany & Co. and Manolo Blahnik. Traditional Vietnamese elements, such as non la (conical hats), were seamlessly woven into the modern outfits, embodying a harmonious blend of culture and contemporary style.
The shoot features luxury fashion from Louis Vuitton, Prada, and other brands, weaving high-end style into the dreamy, tranquil landscapes of Ninh Binh. Photo: Pieter Hugo/Harper’s Bazaar
The most striking scenes of the photo shoot were captured in the ancient city of Hoa Lu, where the illuminated Tu An tower, along with illuminated boats, gave the area a dreamlike ambiance at night. Social media was flooded with praise from Vietnamese audiences, with comments such as, "Ninh Binh is stunning, especially during lotus season," and "A perfect tribute to our heritage."
According to the editors of Harper's Bazaar, the season's most beautiful summer dresses complement the serene rivers and ancient temples of Ninh Binh perfectly. Photo: Pieter Hugo/Harper’s Bazaar
Just 100 km from Hanoi, Ninh Binh has emerged as a global travel hotspot. In 2023, Forbes named it one of the world’s 23 most captivating destinations, and Tripadvisor ranked it ninth in its "Top 10 Trending Experiences of 2024."
Vietnamese audiences praise the photos, commenting: "Ninh Binh is breathtaking, especially during lotus season," and "A perfect tribute to our heritage." Photo: Pieter Hugo/Harper’s Bazaar
The province welcomed over 7.2 million visitors in the first half of 2025, including one million international tourists, marking a 21% increase in overnight stays compared to the previous year.
One of the most striking scenes is shot in Hoa Lu Ancient Capital, where the illuminated Tu An Tower and lantern-lit boats create a magical nighttime ambiance. Photo: Pieter Hugo/Harper’s Bazaar
With its ethereal landscapes and rich cultural depth, Ninh Binh continues to enchant photographers, filmmakers, and now the fashion world. Once again, it proves that Vietnam’s natural wonders are a canvas for artistic inspiration.
