The Jakarta Post
The brains behind Major Minor Maha: Ari Seputra (right), Sari Seputra (middle), and Inneke Margarethe (left) (Woolmark/-)
Prior to the birth of Major Minor, Ari Seputra, an award-winning designer with 26 years of experience, designed for his label Ari Seputra and Elaborate by Ari Seputra.
As time passed, Ari began to ponder today’s teenage style, “I see that teenagers nowadays have different tastes, they’re crazy about social media, they shop online. They have developed in terms of style and design,” he said.
Observing the trends around him, Ari soon realized that he would have to create a new brand. “I thought that if we stayed here, we wouldn’t move forward. So we made a new brand without the Ari Seputra name,” he says.
Together with his wife, Sari Seputra and designer, Inneke Margarethe, Ari formed a new label called Major Minor, and completely detached his name from the brand.
Major Minor was launched in June 2011 and a year later, the trio had established Major Minor Signature. After the launch of the two brands in Indonesia and Singapore, the brand’s first luxury ready-to-wear line, Major Minor Maha was released.
This year, Major Minor Maha is a nominee for the International Woolmark Prize. “We are nominated for the Women’s Wear category alongside Toton Januar,” Sari, the President Director of Major Minor, explained.
It is considered rare for Woolmark to let two designers from the same country compete against each other in one category. “Woolmark said that they couldn’t choose between the two, so they selected both brands and put us up against a mix of Asian nominees’,” she adds.
Winning the International Woolmark Prize will open new doors for Major Minor Maha. “The most interesting reward is to be mentored for a year by fashion experts and the opportunity to build a network in the fashion industry,” says Sari.
Famous department stores such as Saks Fifth Avenue, David Jones and Harvey Nichols are expected to buy the winner’s design as a part of their contract. (asw)