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Local brand Ree charms the JFW crowd

Liza Yosephine
Liza Yosephine

The Jakarta Post

Jakarta  /  Sun, October 29, 2017  /  08:36 am
Local brand Ree charms the JFW crowd

Models dressed in the ready-to-wear label headed by Riana Bismarak casually strut around the crowded food court, occasionally dancing to the music and enjoying the moment. (JP/Liza Yosephine)

Music blared louder than usual in the middle of a busy lunch hour on Friday at Delicae, the food court at Senayan City in South Jakarta. As the host of Jakarta Fashion Week, the shopping center has been holding various fashion events throughout since Oct. 21, and one of the highlights of the event’s last day was Ree's fashion flashmob.

Models dressed in the ready-to-wear label headed by Riana Bismarak casually strutted around the crowded area, occasionally dancing to the music and enjoying the moment.

"A Ree woman's signature look is comfortable clothes, but she always looks neat," Riana told reporters. 

Launched in 2014 at Jakarta Fashion Week, Riana said she wanted her fourth year at the annual event to be different.

Read also: Jakarta Fashion Week 2018 celebrates diversity in 10th anniversary

The flashmob presented to the unknowing public Ree's collection of wearable items, which consist of versatile pieces such as deconstructed tops, loose-fitted trousers and the occasional jumpsuit.

The latest looks stay true to the original idea behind the line, Riana said, which is to dress the busy woman with a packed schedule, and for her to be able to carry the same outfit from day to night that is appropriate for different occasions. 

"You never feel underdressed," Riana said of the label's vision. 

Ree Indonesia at Jakarta Fashion Week 2018.Ree Indonesia at Jakarta Fashion Week 2018. (JP/Liza Yosephine)

Specifically catering to Indonesian women, Riana sought to pay attention to the little details that would make each piece more suitable.

The trousers' hemlines are shorter than what may be found in international chains, she said, and the obi belts, for example, are not as wide; both aim to suit the average height of Indonesian women. 

While all the pieces only come in one size, Riana emphasized that each design is tailored to fit most women.

"There won't be any more need to alter or tinker with the clothes," Riana said.

All the items are locally made, as the entrepreneur also seeks to advance the local fashion industry. 

Available online via its official website, as well as large online clothing retail platforms, the label stresses affordability, with items ranging from Rp 100,000 (US$ 7.35) to Rp 999,000. (asw)