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Charina Widjaja: Redefining Fashion Week
(Courtesy of PRfect PR)The fashion show is seen by some as a glamorous event where fashionistas and luminaries can both view and purchase the latest designer collections
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(Courtesy of PRfect PR)
The fashion show is seen by some as a glamorous event where fashionistas and luminaries can both view and purchase the latest designer collections.
Now, Singapore-based marketing executive Charina Widjaja offers a new definition to the concept of the fashion show with Digital Fashion Week (DFW).
Charina's digital runway platform concept allows fashion lovers around the globe to access rehearsals, fashion shows and backstage runways, all with just a simple mouse click on digitalfashionweek.com.
DFW is expected to make its Jakarta debut next year, but for now, local labels and emerging designers will claim the runaway of DFW in Singapore and Bangkok. This year's DFW was held in Singapore from Oct. 29 to Nov. 1 and continued in Bangkok from Nov. 5 to 8.
'We are proud to concentrate heavily on emerging designers. Local designers have immense talent and this needs to be discovered and exposed,' said Charina, co-founder of DFW, in Jakarta.
Through Charina's vision, on what is arguably a digital world stage, local designers, along with the notable British designer Catherine Taetum, will present their latest collections, while fashion-conscious consumers are encouraged to purchase the pieces online during the live streaming fashion shows.
'Normally, that's very hard for regular people to access, even know, fashion week. DFW is opening up that opportunity, for everyone to be able to feel like they are a part of fashion week,' she said.
Indonesian fashion bloggers, Diana Rikasari and Olivia Lazuardy, along with dozens of chosen online influencers around the globe, have been granted access to observe what is going on, from backstage to the front row.
Diana will also share her insights on the current fashion business at DFW's Asia Fashion Future discussions, along with leading designers and figures from both Asia and Europe.
'People can see backstage, the red carpet and rehearsals, from start to the very end,' Charina said. 'There will only be a three to four second delay on live streaming, so if the models fight, we will see it,' she chuckled.
First conceived in 2012, DFW is an initiative created by Charina and her friends to help Singaporean designers gain global recognition. At the time, according to Charina, Singaporean designers and labels were facing major challenges trying to survive in the local market, let alone the global one.
'There was a section allocated for local designers, as a show of support, in a mall in Singapore. But this only survived for three years, after that many of our friends, who had invested US$1-$2 million, were forced to close the brands,' she said.
At this time, after spending years working in several marketing agencies, Charina decided to go out on her own. Along with her friends, she founded marketing agency DFW Creative and worked to realize her visionary fashion show.
'We started in a very small office. Everyone had to turn sideways to go inside. We had one bookshelf and two tables, with three computers,' she recalled.
At first, many potential clients raised their doubts with regard to her fashion week project.
'We knocked on thousands of doors and made calls, like a silly marketing agency. We did all of that. But some people put their trust in from the start and that trust continues today. British Council trusted us, and we also have a couple of corporate brands that have been with us from the beginning as well,' she said.
The first DFW only featured six designers due to limited budget. The event received great public response and media coverage and, in the following year, more designers were able to present their collections on DFW runaways. Names such as British model Naomi Campbell and Patricia Field, costume designer for popular series Sex and the City, are among the fashion doyennes who have taken part.
In cooperation with Siam Group, DFW Bangkok debuted in 2014. With this new partnership, DFW transformed into a platform for Thai and Singapore designers to exchange ideas and find recognition in both countries.
'I hope in the years to come, you will see DFW in at least 10 to 12 different countries,' she shared her vision.
As previously mentioned, Charina's first expansionary step is to bring DFW to her hometown, Jakarta, next year.
'In preparation for DFW Jakarta 2016, we will begin to explore the Indonesian market, and search for talent in music, fashion, design and also start looking at people who have strong online presence such as bloggers,' she said.
Charina never imagined that she would be working in the fashion scene because she had little interest in fashion.
'I was the tomboy, wearing super extra-large shirts. I changed the moment I stepped into Singapore. I don't know why,' explains Charina, who is sporting a white suit and matching high heels during the interview.
In 2004, she departed Jakarta to study visual communication at Raffles Design Institute, Singapore.
She completed her degree in two and a half years and worked in marketing, advertising and event production agencies such as McCorkell & Associates and The Event Company Staging Connections Pte Ltd. before establishing her own firm.
'I think fashion is in every girl's subconscious mind,' the mother of one said, looking back on her fashion transformation.
'The moment you wear nice things, you feel good. You become more confident,' she said. 'It is a statement.'
