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Indonesia has established its position in the modest-wear industry. With Muslims as the majority of the demographic in the country, the niche is no longer a niche and some brands have even built their own cult-like following with meters-long queues and online checkout wars after every launch. 

Here are 20 of the most popular modest-wear brands that launched their special collection, commonly called Raya collections by the fashionistas, for the first Idul Fitri with eased restrictions after two years of pandemic.

1. Ria Miranda

Ria Miranda established her brand, Riamiranda, in 2009. It is known for its feminine prints, modest silhouette and soft color combination. Featuring detailed craftsmanship, the Riamiranda premium ready-to-wear brand has created its own strong following.

For its RiaMiranda Signature Raya 2022 collection, the brand translates its elements of craftsmanship into dainty embroidery, inspired by songket (an Indonesian traditional woven fabric) motifs, lace and sprinkles of beads atop silky taffeta and hycon materials. Available on Riamiranda's official website, select Riamiranda stores and Masari, the premium collection is priced between Rp 725,000 to Rp 4.5 million (US$50 to $312).

2. Restu Anggraini

Restu Anggraini is the titular designer behind fashion brand ETU and Restu Anggraini. While ETU is a contemporary fashion brand known for its premium modest wear, Restu Anggraini is the more affordable line that champions high-quality fabric and feminine yet modest daily wear. Inspired by nature, the designer constantly experiments with the use of tech-fabric, with materials called Tech-Shirt and Climatech, some of her favorites.

For her Raya collection 2022, Restu Anggraini introduced several series of family sarimbit sets using her latest natural fiber Liva Eco Antimicrobial fabric, namely Mahima, Phula and Cindelaras II. The collections are available on Restu Anggraini's official website, online and offline stores, with price ranges between Rp 200,000 to Rp 475,000 ($13.90 to $33).

3. Heavenlights

Heavenlights introduced its annual Raya Collection named Darshwana, which is said to mean "pure heart". Made of slightly stretchy silk poly fabric, the collection is mainly inspired by Indian traditional clothes.

'Pure heart': Inspired by the Indian fashion scene, Heavenlights brings forth Darshwana, which means 'pure heart' for its Raya collections. (Courtesy of Heavenlights) (Courtesy of Heavenlights/Courtesy of Heavenlights)

Donning solid warm colors, familiar patterns such as paisley, elephants and lotus are scattered on the collection's simple silhouettes. The flowery collection is up for grabs between Rp 259,000 to Rp 529,000 ($18 to $36) exclusively on Heavenlights' official application on iOs and Android.

4. Dian Pelangi Studio

Dian Pelangi is one of the pioneers of Indonesian youthful modest fashion and probably one of the most popular of her peers. The designer, donning her own name as the main brand, has four different lines: the premium Dian Pelangi Prive, youthful Dian Pelangi Nom, contemporary Dian Pelangi Krama and Dian Pelangi Men.

For this Lebaran, under Dian Pelangi Studio, the brand launched a scarf collection called Floromancy, inspired by flowers and songket priced at Rp 250,000 ($17) each.

5. Kamilaa

Kamilaa is a brand launched by Yusjirwan Yunasz, better known as Itang Yunasz, a senior Indonesian designer. He has long explored modest fashion and embellished it with a strong ethnic feel that makes his signature.

For Raya collection 2022, Kamilaa launched several series of robes with feminine patterns and colors, namely Zehra, Luna, Eowyn, Vanya, Azzahra and Shara. These Kamilaa collections can be found at the Kamilaa offline store at Tanah Abang Market and by ordering via Instagram (@kamilaa_itangyunasz) or WhatsApp to the Kamilaa team.

6. Jenahara

Daughter of designer Ida Royani, Jenahara Nasution, has been creating her own rebellious path since 2011. Her Jenahara label is known for its modest yet edgy look and that shows in its latest collection, Mycelium.

Flaunting the brand's signature simple cuts and splashes of bright colors in abstract patterns atop beige-charcoal ombre silky fabric, the collection has a price range between Rp 279,000 to Rp 799,000 ($19 to $55.54).

7. Kami.

Founders of Kami., Istafiana Candarini, Nadya Karina and Afina Candarini began their friendship journey in 2009. Welcoming Ramadan and Idul Fitri 2022, the brand, which is famous for its modest wear with unique patterns and dark earth colors, has launched two Raya collections in a virtual fashion show titled The Story of Us, on March 26, on the brand’s YouTube channel, Kami Idea.

Special designs: Collaborating with celebrity influencer Mega Iskanti, Kami. launched the Caelia's collection. (Courtesy of Kami.) (Courtesy of Kami/Courtesy of Kami)

The first collection was a collaboration with actress Titi Kamal and her husband, Christian Sugiono, titled the Adanna that was inspired by bold and modern African traditional textiles as the symbol of spouses as loyal friends. The second, the Caelia's collection, was created together with Mega Iskanti, describing the warmth of friendship with the family. Caelia, which symbolizes diversity and courage, dons pastel colors and feminine yet minimalist cuts.

8. NADJANI

Helmed by Nadya Amatullah, quirky modest brand NADJANI teams up with celebrity singer Nindy Ayunda for its latest collection just in time for Idul Fitri.

Carrying the usual quirky patterns and loud colors, the collection consists of an array of playful hoodies, bold shirts and cheeky dresses made from Tencel fabric. However, its Raya signature collection, named Kayla, consists of a more modest palette pasted on simple long dresses made from floral polymaden fabrics. Both collections are priced between Rp 375,000 to Rp 585,000 ($26 to $40.66).

9. Vanilla Hijab

Vanilla Hijab launched its newest collection titled Nirwana for Ramadan and Idul Fitri 2022, inspired by the universe. The collections consist of the Signature Raya Collection and Raya Hijab Collection, which include several silhouettes of adult baju koko, dresses, tunics, as well as children's tunics and baju koko.

This collection has a fairly diverse palette with bright colors, dark navy and soft yet bold pastel colors with Dior silk material that reflects optimism after two years of living in the midst of a pandemic. For clothing, there are three series of elements, namely Semesta depicting the moon and stars, Puri depicting temples and Puspamaya depicting palaces. Meanwhile, the three elements for the scarves consist of Desir, Gala and Sekar inspired by cliffs and flower gardens.

10. ALEZA

Youthful, bright and optimistic, ALEZA was launched in 2016 by Dia Demona. For its fashion products, ALEZA combines the sense of urban modernism and modesty. This Ramadan, the label introduced a surprise Lebaran collection named Amity.

The Amity collection dons simple patterns on urban-looking shirts, blouses and sweaters. It comes in several shades of blue and pink, ranging from dusty to bright hues, paired with beige and white. Available in many ALEZA’s stores and website, its prices range from Rp 295,000 to Rp 595,000 ($20.50 to $41).

11. NUR ZAHRA

NURZAHRA was established by Windri Widiesta Dhari in 2009 and publicly launched in 2010. Since its beginning, Nurzahra has been consistent with its commitment to employing environmentally friendly materials and processes. For Idul Fitri 2022, NurZahra, which once strutted the runway of Tokyo Fashion Week 2014, introduced a collection with the theme "Currents" which was launched at JFW 2022. 

This collection also marks the regeneration of Nurzahra's creative director position which is now held by Dhira Ragasanmata, daughter of Windri. This theme symbolizes the movement after a pandemic that is full of limitations, so it carries a silhouette that supports maximum mobility with various color palettes, ranging from bold neon colors to soothing earth tones.

12. IKYK

Established in 2011 by Anandia Marina Putri, IKYK is known for its oversized and quirky modest wear. For Idul Fitri 2022, IKYK launched two separate collections: one in collaboration with renowned Indonesian designer Toton and another one in collaboration with a popular fashion boutique HGL House.

Teamwork: IKYK collaborates with senior designer Toton this Eid for a premium Raya Collection. (IKYK/Hilarius Jason) (IKYK/Hilarius Jason)

For IKYK x TOTON collection, the brands flaunt a minimalist take on IKYK’s usual layered flair. While its signature topsy-turvy design is still apparent, the focus is more on its minuscule patterns across a cool yet feminine palette. On the other hand, IKYK went all-out on their collaborative collection with HGL House, clashing feminine yet bold colors together and mixing different materials to create striking layers.

13. Buttonscarves

Buttonscarves was introduced in 2016 online by Linda Anggrea. Gaining a lot of followers, the brand introduced a new line called Benang Jarum in 2020 to further complement its scarves collections. After collaborating with Disney for its Dream Park series in February, the brand has now launched several new collections for Ramadan and Idul Fitri.

First is the Dubai Series, which was launched for the brand’s sixth anniversary. The flowery collection comes in 12 signature colors, including black, pink and green. The second is Granada Series, inspired by the Alhambra in Granada with a dusty yet feminine palette. The last is Benang Jarum’s couture Raya Collection: Sense of Serenity which uses a bright palette and modest silhouettes topped with ruffles.

14. Wearing Klamby

WearingKlamby is a local brand established by a young couple, Nadine Gaus and Mohammad Ridho Jufri, which was started in 2013. This label consistently presents ready-to-wear collections with Nusantara themes in its patterns, design philosophy and campaigns.

Celebrating Idul Fitri, the label launched a collection called Mashrabiya which was inspired by two cities, Dubai and Palembang, South Sumatra. Highlighting its scarves, tunics and long dresses, the collection utilizes neutral dusty colors, such as blue, pink, walnut, steel and purple. It mixes several materials to get the drapery accents for each piece, such as cotton, satin, polyester and chiffon silk.

15. Puru Kambera

Ragil Silvia and her husband established Puru Kambera in 2017, developing a modest fashion brand with bold and abstract touch for its collections. Puru Kambera bases its designs on the beauty of Indonesian nature, and it rings true for its latest collection Forget Me Not for Idul Fitri.

Created in collaboration with casual brand et cetera, this collection features a number of scarves, long-sleeved tunics, long-sleeved blouses and long-sleeved maxi dresses studded with small floral prints which are priced from Rp 299,000 to Rp 499,000 ($20.78 to $34.68).

16. Vivi Zubedi

Launched in 2011, Vivi Zubedi has established itself as a brand that specializes in luxury urban Abaya. However, the designer label has also started to branch out to different merchandise, such as bags, shoes, accessories and prayer accoutrements such as prayer sets, prayer mats and footwear.

This Lebaran, the brand collaborates with actress Citra Kirana, resulting in the VZXCK collection, filled with prints and monograms on black or white with splashes of gold or sandy cream. The collection features various products, from scarves to tunics, parading the statement The Other Side of Me as its main theme.

17. Jenna & Kaia

Lira Krisnalisa started the Jenna & Kaia brand in January 2016 in Jakarta. The designer highlights loose silhouettes, asymmetrical cuts and soft shades of colors as the main characteristics of her label.

For Idul Fitri 2022, Jenna & Kaia introduced a collection called Celestial Harmony which depicts harmony within the family. The collection features layering and 3D embroidery applications on its outers, blouses, tunics, shirts and dresses. The collection also comes with matching scarves dominated by white, pale salmon, blue and yellow.

18. Rashawl

Rashawl is a fashion company founded by Renni Andriani in 2013. Rashawl is known for its signature dark palette and easy-to-wear forms and it continues to develop its Waiting For Friday collection, which was originally launched last year.

Waiting For Friday features a series of loose outerwear, pants and tops -- all in black, dark olive, camel and charcoal. The collection reveals Rashawl’s signature style of simplicity-meets-utility with playful lining and pocket varieties.

19. Si.Se.Sa

Three sisters -- Siriz, Senaz and Sansa Pramono -- realized their idea of making a clothing business specifically for Muslim women into the Si.Se.Sa brand in 2011 with the support of their mother, Merry Pramono, one of Indonesia's leading fashion designers. This label focuses on syar'i clothing, which is often embellished with details of sequins, embroidery or Swarovski crystals.

For its Raya collection, Si.Se.Sa introduced a feminine khimar and robe series in black, pale lilac and plain dark beige. In addition, there is also a long dress series with a checkered motif but still with the same color palette.

20. Irna La Perle

Designer Irna Mutiara released Irna La Perle, a Muslim wedding and party wear brand that has a classic and elegant international style, in 2007. Welcoming this year's Idul Fitri, Irna La Perle presents the Hara for Raya collection. 

In the Hara for Raya collection, Inra La Perle uses silk, tulle and organdy with pearl and Swarovski details that add to the impression of luxury. Hara itself has the meaning of pearl, so it is only natural that this collection looks feminine and elegant despite being easy to wear. The color palette is similar to pearls with sand, cloud blue and dusty rose colors on its various dresses.

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