“We’re currently re-branding the whole level four as a new hang-out place for young people in the city,” Astri Abyanti, senior marketing communications, public relations and digital marketing manager of Plaza Indonesia, said at the opening of Fashion On4 on Tuesday (16/08).
“We want to support Indonesia’s growing fashion industry, especially local brands that target young people. That’s why we’ve invited these nine brands to showcase their collections at Fashion On4,” Astri said.
The nine fashion labels, according to Astri, were selected based on a survey of the shopping mall’s young clientele.
“These are the brands that [our young clients] would like to see at the mall,” she said.
Among the brands are Ikat Indonesia, No’om, Populo Batik, Rama Dauhan, Ria Miranda and Sky Inc.
“(Fashion On4) breathes fresh air into Plaza Indonesia,” fashion designer Rama Dauhan said. “It’s also an opportunity for us to show that Indonesian fashion brands’ creations are on par with international ones.”
For Fashion On4, Rama showcases his newest collection “Sensatia,” whose main strength is in easy-to-wear pieces embellished with patchwork designs.
“It’s a great opportunity for us to branch out,” Sky Inc’s designer Amot Sjamsuri Muda said.
For the new pop-up store, Sky Inc, previously known as Isis, presents an extended summer collection, inspired by “ulos,” a traditional fabric from North Sumatra. The fabric is made into casual dresses, crop tops and oversized jackets showcasing the intricate patterns of the traditional textile.
Ria Miranda is the only Muslim fashion label among the nine new labels at the pop-up store.
“I’m so excited to be here,” Ria said. “I hope to get a lot of new customers from this new store.”
For Fashion On4, the Muslim designer presents her 2016 Fall/Winter collection, Forresta, inspired by her recent visit to Japan.
“It’s a universal collection that can be worn by Muslim and non-Muslim [women] alike,” she said.
The collection features simple pieces in a combination of bold colors that can easily be mixed and matched.
Fashion On4 will be open at the mall until December 2016.