Many Indonesian Muslims grow up observing Idul Fitri with new clothes. The tradition adds festivity to the holiday, hence brightening everyone’s moods. Every year, parents buy new clothes for their children and themselves, while the more privileged families also buy clothes for their employees.

For Idul Fitri this year, however, the observation will likely be different, given the economic impacts of the COVID-19 outbreak. New clothes are most probably not considered an essential need when compared to food and other household needs that people — with a declining purchasing power — will prioritize buying.

The Muslim fashion industry, in fact, suffered a 90 percent month-on-month drop in sales in April, The Jakarta Post reported on Tuesday. However, some Indonesian brands have not lost hope and are carrying on with the launch of new collections, targeting clients who are planning to observe the holiday in style.

EJS and Labeltiga are among the Indonesian labels that launched new collections in early May, just in time for Ramadan. The creative director of the brands, Elvara Jandini Subyakto, told the Post that she created the collections despite the economic impacts of the pandemic because she understood a woman’s need to look good even for a video conference or doing groceries.

“We rely on digital platforms [for marketing] and as usual, at the beginning of Ramadan, [my] clients already asked whether there is a new collection they can buy,” Elvara said.

EJS is the premium line among the two labels, and its collection has a limited number of garments. For this Ramadan, EJS’s collection features cape dresses and long-sleeved tunics made of silk chiffon, raw silk and cotton, on which batik motifs were applied using canting (spouted tool used to apply liquid wax). Other techniques such as splattering and painting on the material are also applied for the new collection.

In style: Using the nitik batik-making technique, the newest EJS collection highlights tunic kebaya (traditional blouse), trench dresses and capes that portray image of the galaxy. (Courtesy of EJS by Elvara Jandini Subyakto)

Coinciding with the pandemic, EJS is also offering masks with detachable accessories inspired by the Dayak tribe’s Telingaan Aruu tradition, in which women stretch their earlobes with large earrings.

Meanwhile, Labeltiga — created with a less complicated production process — uses tie-dye techniques for its latest collection, boasting vivid bright colors on prime cotton and rayon.

“Nothing can stop you from dressing in style, including the pandemic,” said Elvara.

Resort collection, for Idul Fitri and other occasions

Indonesian label Purana launched its Resort 2020 collection shortly before the start of Ramadan.

According to the label’s press release, the collection is wearable for various occasions in different seasons, from a short break to the beach, a relaxing escape in the city to a brief getaway on a cruise ship after the pandemic is over. Because after all, it is wiser to buy clothes that can be worn several times instead of just once and then leaving them to hang idle in the closet.

Nonita Respati, creative director of Purana, said that apart from being wearable for many occasions, another reason she launched the new collection regardless of the pandemic was because production had been completed before the outbreak.

She believes that her clients will still be interested in buying the collection, especially if her sales staff approaches them through text messages personally. Furthermore, Purana also offers 20 percent discounts for new arrivals as an effort to improve sales.

The pandemic has inevitably affected sales in the fashion industry, but there are still people who will buy new clothes, she said.

“Why not?” answered PR practitioner Melita Andini when asked if she would buy new clothes for Idul Fitri.

“Buying new clothes, even though we stay home, for me, is a form of self-love and self-care. Looking attractive for the holiday, wearing the clothes we like and putting on a little makeup will make us happy,” she said, adding that happiness and confidence were linked to physical wellbeing.

Melita said she was looking for simple, casual, summer dresses that she could also wear while working at home. She will buy the clothes online from a local brand.

At the end of the day, buying new clothes for Idul Fitri can also be a sign of optimism for the end of the pandemic.