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View all search resultsWear local, support Indonesian fashion
Indonesia’s fashion industry needed to have a supportive environment where it could maintain good quality and competitive prices.
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bout seven months into the pandemic, we have more or less adapted to the new way of life, including in dressing up. While we might still wonder when we will be able to wear our Sunday best again, we may also feel that we need to buy new clothes that are more comfortable to wear while working at home but still presentable for video conferencing. Or we might just want to wear a nice outfit as a mood booster.
When speaking of work-from-home fashion, the term loungewear inevitably comes to mind. This is the type of clothing that designer Ali Charisma described at a webinar titled “Fashion – The New Normal” as comfortable to wear at home but presentable for video conferences.
Margie Untoro, the editor in chief of Indonesian fashion magazine Dewi, said she liked to dress up to feel businesslike when working from home, but she acknowledged that loungewear was the choice of many people. She mentioned Suku Home, Sare Studio and CottonInk as the most popular local loungewear brands.
“Even Mel Ahyar is making loungewear now,” Margie told The Jakarta Post, suggesting that the style was so popular that even Mel Ahyar, who is known for bold statement pieces, is now creating laid-back loungewear.
Cempaka Asriani, founder of Indonesian fashion company Sare Studio, which uses the tagline #EverydayPajamas, confirmed that loungewear was in style, saying that her brand had recorded a 300 percent increase in sales during large-scale social restrictions (PSBB).
“The sales numbers are now stable at a high point. I hope it is a sign that people have become more aware of the importance of loungewear to improve quality of life at home,” says Cempaka.
With a prices between Rp 79,000 (US$ 5.45) for a scrunchie and Rp 479,000 for a nightdress, Cempaka acknowledged that Sare Studio’s pricing was higher than the same products from fast fashion brands, but that was because the company developed its own fabric and its print motifs were created in-house, she said.
