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Three designer-owned brands team up with ZALORA at Jakarta Fashion Week 2017
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Indonesian designer-owned brands Sejauh Mata Memandang, I.K.Y.K. and Danjyo Hiyoji collaborated with Zalora at Jakarta Fashion Week 2017. (JP/Maura Munaf)
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n collaboration with three Indonesian designer-owned brands, fashion e-commerce firm Zalora launched its ready-to-wear collection on the runway of Jakarta Fashion Week 2017 on Thursday.
With the theme, “The Urbanist”, the three designers who created exclusive lines for ZALORA are Sejauh Mata Memandang, I.K.Y.K, and Danjyo Hiyoji.
CEO of ZALORA Anthony Fung expressed his pleasure to be able to work with these three renowned young designers.
He stated to the press on Thursday that: “We hope ZALORA will continuously expand the portfolio of Indonesian designers through our platform.”
(Read also: Wita Juwita: The face of Jakarta Fashion Week 2017)
Each of the designers has his or her own idea of what being an “urbanist” means, and according to Anthony, this will satisfy the diverse fashion tastes of the consumer market.
The Shoppable show kicked off with Sejauh Mata Memandang’s line created by Chitra Subijakto, who was inspired by “trees, flowers and fruits carved on the walls of Borobudur Temple”. The designs reflected upon the yellow-green hues of simple patterned fabrics, as described in the press release.
The textiles of the relaxed, loosely fitted outfits were said to be made using traditional techniques.
Working with artists from Sumba, Bali, and Java, Sejauh Mata Memandang aimed to create versatility in clothes to give off a sense of permanence.
Anandia Putri’s I.K.Y.K. (I Know You Know) came up next and incorporated an essence of nature in her collection through earthy colors and environmentally friendly fabrics. She makes comfort a top priority for her clothes.
Empowering yet effortlessly chic, Anandia’s purpose in this collection is to inspire women to “put aside their worries and insecurities and to build up their motivation to conquer the world.”
ZALORA’s show finished off with Danjyo Hiyoji’s line designed by Dana Maulana and Liza Masitha. Tinged by pastel shades, the high-street collection was very brave and managed to stay stylish with its asymmetric cutting.
(Read also: Jakarta Fashion Week kicks off with 250 designers)
Dana Maulana stated in an interview with The Jakarta Post on Thursday that “our concept focuses on unity in diversity.”
The brand wants to encourage people to wear something different in an era where the tendency is for people to follow trends and look the same.
The press release also noted that the entire collection would be made instantly available for online access and purchase, right after the show. (mra/asw)
