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IFW 2024 focuses on Betawi heritage, influence in contemporary fashion
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(Courtesy of Indonesia Fashion Week)
I
ndonesia Fashion Week (IFW), the archipelago’s premier weeklong fashion event, returned for 2024 with a focus on Jakarta, Betawi culture and its sartorial heritage in contemporary fashion under the theme of “Langgam Jakarta Teranyam”.
The Indonesian Fashion Designers and Fashion Entrepreneurs Association (APPMI), the organizers of the IFW, partnered with the Jakarta Tourism and Creative Economy Agency, BTN Prioritas and Tokopedia for the event, which ran from March 27 to 31 at the Jakarta Convention Center (JCC) in Central Jakarta.
Attending the IFW 2024 opening ceremony were APPMI chairman and IFW president Poppy Dharsono, Tourism and Creative Economy Minister Sandiaga Uno, Trade Minister Zulkifli Hasan, head of the Jakarta Tourism and Creative Economy Agency Andhika Permata, as well as Tokopedia fashion category development senior lead Vivi Kosidin and head of BTN Prioritas Wealth Management Division Meru Arumdalu.
Throughout the five-day event, more than 300 local and international fashion designers unveiled their latest collections, while more than 400 exhibitors including MSMEs fostered by the National Handicrafts Council (Dekranasda) and homegrown labels showcased locally made products from across the country.
With a target visitor number of 100,000 throughout the event, IFW 2024 aimed for a total transaction value of Rp 60 billion (US$3.68 million).
Poppy noted that the IFW, as the premier vehicle for Indonesia’s fashion ecosystem, aimed to provide a platform for the local fashion industry, utilizing collaboration with various parties to ensure a larger impact and better benefit its stakeholders.
“The presence of each party plays an important role in maximizing the success of Indonesia’s biggest fashion week. In addition, support from the the Jakarta Tourism and Creative Economy Agency assisted us in the creative concept, communication and implementation,” she said.
BTN Prioritas, IFW 2024’s official bank partner, provided special promos for customers who shopped at the event, where they were able to exchange vouchers if they spent a minimum of Rp 5 million.
“BTN Prioritas and IFW have the same goal, which is to have pride in wearing and using local products,” said Meru.
Tokopedia, which participated in IFW 2024 as official co-host, e-commerce, e-ticketing and livestream partner, made its presence known at the event through the Tokopedia Fashion Market, which featured a curated selection of 62 local brands in the IFW ecosystem.
Participating brands received extra exposure from TikTok creators promoting the area, while visitors were able to complete their transactions through the Tokopedia app and utilize the “Ambil di Tempat” (self-pickup) feature to receive additional discounts and bring home items on their wishlist.
"Tokopedia and TikTok continue to strive to provide convenience for the public in fulfilling their various needs including fashion products, while at the same time providing wider exposure to Indonesian fashion industry players so that they increasingly become the people's choice," said Vivi.
