A young entrepreneur, Aline Tu has established a bold presence in the world of fashion with the launch of HOAX the Label, a swimwear brand that propels women into a world of self-love, strength, and unapologetic confidence. She launched HOAX the Label at just 19—not as a trend, but as a timeless rebellion. Her pieces aren’t designed to fit in; they’re made to stand out, to feel unforgettable, and ignite confidence. In a space where sustainability, femininity, and beauty collide, Aline is set to redefine the standard and she’s just getting started.
HOAX the Label represents more than a name—it embodies a narrative. The acronym “HOAX” is a poetic synthesis of Hearts, Orchids & Kisses, each letter symbolizing a distinct element of the brand’s identity. The Heart (H) represents their love of sustainability and nature. The Orchid (O) conveys elegance, rarity, and natural sophistication. And the Kisses (X) stands for passion, love, and femininity. This fusion becomes the foundation of a brand that celebrates the complexities of women and the beauty of the natural world.
With many supporters toward the brand; HOAX was born from Tu’s core belief that clothing—especially swimwear—should empower women to feel confident and radiant. More than fashion, HOAX is about creating lasting memories and deep emotional resonance. According to Tu, “Our pieces are meant to celebrate every woman’s power and beauty. We want our swimwear to be more than something you wear—Our swimwear is made for you to create unforgettable memories, to breed the siren within you and to make an impact on anyone that lays their eyes on you”.
From its earliest designs, HOAX the Label sought to marry luxury with purpose, crafting swimwear that isn’t just visually compelling but also environmentally responsible. The brand makes conscious decisions at every stage of production—from fabric selection to packaging—rooted in a serious commitment to sustainability. This includes the use of sustainable materials; Carvico, ECONYL and REPREVE fabrics (made from recycled ocean waste), ethical production partnerships, and fully compostable and recyclable packaging. So customers have the privilege of experiencing luxury without harm to the planet. The intention is clear: customers should be able to shop for swimwear that makes customers feel as good as they look. With one of her customers stating “I no longer have to hide in a towel anymore”.
In an era marked by the fleeting nature of fast fashion, HOAX the Label stands apart by advocating for intentional consumerism. Its pieces are designed to be timeless staples, crafted for longevity both in style and quality. Each piece is meant to be a go-to piece for years to come, reflecting a deep contrast to disposable fashion trends. The brand encourages women to invest in pieces that reflect not only their identity but also their values.
Tu’s vision is to redefine the in-store shopping experience for customers in the years to come. Her goal is to create a retail environment where every visit is significantly memorable, making it the all time favorite store to shop at. With a focus on delivering a one-of-a-kind experience, Tu aims to elevate the way customers engage with fashion, blending style, comfort, and an unforgettable atmosphere.
As the founder of HOAX the Label, Aline Tu is part of a new generation reshaping what fashion stands for. With her Vietnamese-Australian roots and a fresh global perspective, Aline brings a bold yet thoughtful energy into the industry – where beauty, sustainability, and bold self-expression all coexist. Her mission is clear: to make women feel unforgettable in designs that are both meaningful and timeless. She’s not just building a brand — she’s here to raise the standard.
The story of HOAX is still unfolding, but its message is already clear: fashion can be beautiful, responsible, and emotionally resonant all at once. Under Tu’s leadership, the label continues to expand its reach while staying true to the foundational ideals that sparked its creation. Whether it’s worn on a tropical beach or cherished in a wardrobe back home, HOAX the Label invites every woman to feel like the main character of her own story.
For those looking to follow or learn more about HOAX the Label, the brand can be found online and across social media:
www.hoaxthelabel.com
Instagram: @hoaxthelabel
TikTok: @hoaxthelabel