Principia by Ria Miranda (Courtesy of Wardah)

Fashion designer Indira “Ria” Miranda creates new and fresh designs for young Muslim women.

Once a stylist for a fashion magazine, then an apprentice designer and a business student, Indira “Ria” Miranda has paved a unique career path toward becoming a fashion designer.

“I did indeed approach the fashion business world from an alternative angle,” she indicated.

As a fashion stylist, Ria said she could understand fashion from the media and business perspectives as she was acquainted with designers of hijab (Muslim scarves and clothing) and fashion media circles, which would facilitate her future fashion design business.

Before working as a fashion stylist, Ria was once an apprentice designer, studying at Esmod fashion school. She is also an economics graduate of Andalas University, Padang, West Sumatra

Born and brought up in Padang, she was already keen on getting involved in business as a student.

“My entrepreneurial family seems to have nurtured my interest in opening a business of my own,” she said.

She is now fervently involved in the hijab fashion for the reason that this attire has never before been so popular among young females.

 “Previously, the hijab was more intended for mature women because they actually dominated the market,” noted Ria.

With her knowledge of economics, fashion skill from Esmod and fashion stylist experience in the media, Ria launched her first label, Shabby Chic, in 2009 to tap into the youth market.

This explains why her hijab designs are predominantly soft and feminine pastel in color as they are targeted at the youth market.

According to Ria, pastel shades are suitable for formal and casual occasions despite being rare at the time.

Collaborating with several seamstresses, she combined fabrics with delicate motifs to make the pastel hues more pronounced.

“I still had to buy motif fabrics from textile stores to find unique patterns,” she revealed.

Her initial designs were marketed via social media, especially her blog, where Ria revealed her activities, travel and fashion inspirations.

Her designs gradually attracted lots of customers and after due consideration, she finally changed the name of her label from Shabby Chic to RiaMiranda.

“I was doubtful at first, questioning whether my position would justify using my own name as a brand,” she recalled.

But she remembered a lesson from Esmod that a designer must never hesitate to declare his or her distinctive brand, hence the label name RiaMiranda.

Ria has opened a number of outlets in several big cities, with motifs tailored to meet her needs. Textile companies have made designs exclusively for RiaMiranda.

While running her boutiques, she continues to use social media for design promotion. “Through social media I get closer to my customers, whom I regard as my friends,” said the 31-year-old woman.

Ria has also formed a group called Ria Miranda Loyal Customers (RMLC). These customers are always waiting for her latest collections.

“As loyal customers, they’re given earlier opportunities to buy my latest collections,” Ria pointed out.

“They’re always present whenever RiaMiranda organizes fashion shows.”

From them, Ria receives a lot of input concerning her new fashion designs and suggestions for her upcoming creations.

Their love of RiaMiranda collections brings them close together as these customers often hold their own gatherings. Jakarta, Lombok, West Nusa Tenggara (NTB) and Surabaya, East Java are the cities with the largest numbers of RiaMiranda’s loyal consumers.

Ria’s designs emphasize the close ties between humans, nature and the environment. Principia, her newest collection, also highlights this relationship, embracing connections between humans and nature as well as their Creator.

Her fresh and trendy hijab wear is sought by teenagers and young adult women, who make up the visitors to her fashion events.

Now as a mother, Ria also pays special attention to young moms.

“I make clothes with light materials so as to make it easier for them to travel,” she said, claiming that the idea had been inspired by her love of traveling.

Some of her designs are also meant for easier breastfeeding and to suit the bodies of women who have just given birth.

RiaMiranda has stuck to its soft pastel colors with serene motifs despite the fashion world’s introduction of a new trend dominated by neon colors.

With an established career in Indonesia, Ria is looking forward to joining an international fashion program.

“Thank God, I’m now preparing a show in Korea Fashion Week,” she said.

“Some of my collections are designed for non-hijab women like blouses, coats and pants,” added Ria.

Popular

Indonesia rolls out one-day remote work in push for energy efficiency

At the mercy of the market

China confirms three ships passed through Strait of Hormuz