The shopping landscape has evolved, with platforms like Instagram, Facebook, and Pinterest now offering seamless experiences. The newest one, TikTok Shop, has revolutionized online shopping with its entertaining and interactive approach. Meanwhile, brands are exploring virtual influencers and reality campaigns for interactive brand experiences. In 2024, expect a renewed focus on brand marketing and ESG issues, emphasizing consumer values for sales and loyalty.

Social Media Shopping

Social media platforms have transformed into vibrant marketplaces where consumers discover and purchase products seamlessly. And businesses—big and small—are taking advantage of the extra mode of revenue made available to them. Did you know other platforms besides Instagram and Facebook also offer shopping features?

Despite past restrictions in regions like Indonesia, TikTok showcases social media shopping's potential, blending convenience and entertainment to boost engagement and sales. With the rise of shoppertainment, TikTok Shop gained popularity for its convenience and entertainment value. Personalities or influencers were hired to do a TikTok Live simply to sell items, and people loved it.

Product marketing of Torch

In Indonesia, streetwear is a local favorite, especially among the younger generation. Numerous fashion brands have targeted the younger generation, selling clothes online via Instagram and TikTok. Brands like cottonink, thisisapril, epidemic, and Torch especially make use of Instagram influencers (with big and small followings) and live shopping sessions to entice a larger online audience to purchase their products.

Virtual and AI Campaigns

Innovative marketing reshapes fashion with virtual influencers and AI campaigns grabbing consumer attention. Brands like Coach blend virtual and real-world personalities for immersive campaigns. Coach's "Find Your Courage" Spring campaign features virtual model imma, Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan, set in both virtual reality and real-world scenarios, offering tangible and virtual products for purchase and use in the gaming universe. This blend of technology and creativity lets brands connect deeply with consumers while showcasing products innovatively.

Embracing Nostalgia

Nostalgia remains a powerful tool in fashion marketing, tapping into emotions to drive consumer engagement. Brands update the classic 90s and 2000s styles with a modern twist to resonate across generations. Nostalgia influences both design and marketing decisions, tapping into cultural references from past decades. Whether it's a retro-inspired collection or a throwback-themed ad campaign, nostalgia serves as a powerful storytelling tool. Iconic brands like Gap and Levi’s evoke nostalgia, driving brand loyalty and sales by leveraging their heritage and creating authentic connections.

Looking Ahead

As we look ahead to 2024, brand marketing is poised to take center stage, with a renewed focus on forging emotional connections and aligning with consumer values. Sustainability will continue to be a driving force, with consumers increasingly seeking out environmentally friendly brands and products. Forward-thinking brands like Osem are leading the way with sustainable practices, embracing upcycling and natural dyeing techniques to minimize waste and meet the growing demand for eco-conscious fashion.

In summary, fashion marketing in 2024 is characterized by a blend of digital innovation, nostalgia-driven storytelling, and a commitment to sustainability. Brands that embrace these trends and adapt to changing consumer preferences will position themselves for success in an ever-evolving marketplace.


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As we eagerly welcome 2024, the fashion world is ready to unveil a vibrant palette of colors and exciting patterns. Instead of a complete wardrobe overhaul, this year invites you to reimagine your existing pieces with a fresh perspective. Let's delve into the retrospective influence of 2023, the upcoming color trends, and the styles that will redefine fashion in 2024.

Pop Culture's Influence on Fashion

The impact of pop culture and the entertainment industry on fashion trends has been profound, as evidenced by the release of the new live-action Barbie movie in 2023. The pink-dominated Barbie world inspired not only Halloween costumes but also influencers, content creators, and celebrities who incorporated the trend into their wardrobes. The synergy between entertainment and fashion is set to continue shaping 2024's style landscape.

2024 Colorful Projections

In the upcoming year, embrace vibrant colors to elevate your fashion game. According to insights from Stylecaster, the following colors are anticipated to dominate the fashion scene in 2024:

Spring/summer '24 collections showcased a softer color palette, bringing back Y2K vibes and nostalgia with staples like navy and millennial pink. The resurgence of lively hues signals a departure from the neutrals that characterized our lazy days during the COVID lockdowns.

2024 Trend Watch

1. The Dropped Waist Revival

Old becomes new again in the fashion industry, and in 2024, we anticipate the return of drop-waist dresses and silhouettes. Contrary to the perception of being outdated, the drop waist adds a touch of allure, especially for elegant evening occasions. To modernize this trend, look for dresses featuring asymmetrical necklines for a contemporary twist.

2. Luxurious Trench Coat Upgrade

Trench coats, a staple for rainy or cold days, are set to receive a luxurious makeover in 2024. Designers are incorporating satin to create formal and versatile trench coats for pairing with jeans or dresses. The addition of satin also imparts a vintage feel, offering your outfit a timeless yet fresh aesthetic.

3. Bridal Suits Make a Statement

As weddings regain momentum post-COVID-19, bridal suits are making a statement. Brides seeking versatility throughout their special day can explore the elegance of a bridal suit, featuring oversized silhouettes and light, flowy materials for a romantic touch.

4. The Rise of Mega Bags

Move over mini and micro bags; 2024 heralds the era of mega bags. Designers like Brandy Maxwell, Sandy Liang, and STAUD are showcasing spacious handbags, eliminating the need for frequent bag swaps. This shift towards larger bags provides practicality for transitioning seamlessly from work to the gym.

5. Y2K Revamp of Preppy Styles

The preppy look, a classic since the early 1900s, will undergo a Y2K revamp in 2024. Miu Miu leads the runway with layered collared shirts, boat shoes, and mini skirts, transforming preppy outfits into contemporary fashion statements.

As we embark on the fashion journey of 2024, the re-opening of global borders promises an exciting fusion of trends influenced by diverse cultures. Which trend are you most eager to embrace this year? Join the fashion conversation and make 2024 your most stylish year yet!


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Indonesia’s fashion landscape reflects the nation’s intricate history, where a fusion of ancient traditions and motifs combines with modern-day trends and creativity. Moreover, Designs that come out of Indonesia are innovative and unique, resonating with both local and international audiences. Indonesian fashion designers provide a unique and powerful form of art and story-telling through their creative and innovative collections. They are authentic and deeply grounded in the nation’s rich heritage.

The Contemporary Tradition Trope of Fashion Designers


Indonesia's fashion boasts rich technique and unique designs, with motifs deeply rooted in the nation's culture and history. Additionally, the nation’s designers seamlessly weave traditional elements into their creations, creating a marriage of colors, textures, and patterns that captivate the world. Paying homage to their heritage, Indonesian designers use craftsmanship inspired by the intricate designs of batik and beautiful embroidery often seen on kebaya, thus reimagining Indonesian fashion for the modern world. 

Here are some Indonesian fashion designers who are making waves in the global fashion industry. 

Tex Saverio

Piece by Indonesian avant-garde Fashion Designer, Tex Saverio

Born and raised in Jakarta, Tex Saverio is a name synonymous with avant-garde and theatrical fashion.
His designs seamlessly blend fantasy with wearability, gracing both Hollywood red carpets and international runways. Furthermore, he has dressed celebrities like Lady Gaga, Kim Kardashian, and even designed the wedding dress for Jennifer Lawrence’s character, Katniss Everdeen, in The Hunger Games: Catching Fire movie. Renowned for his intricate embellishments, luxurious fabrics, and meticulous attention to detail, Saverio's designs harmoniously fuse Indonesian cultural elements with contemporary global appeal. Notably, he has earned the nickname "The Alexander McQueen of Indonesia."

Sally Koeswanto

The comeback stage of Indonesia haute couture fashion designer, Sally Koeswanto

Sally Koeswanto stands out not only for her designs but also for her commitment to sustainability. Her creations often incorporate eco-friendly materials and production methods, showcasing her dedication to responsible fashion. During her career, she has placed family first, even taking a one-year break from designing. Her comeback show in 2015 showcased 23 haute couture designs categorized into three colors: white, gold, and black. Her designs were bold with distinctive cuts that celebrated a woman’s strength.

Sebastian Gunawan

The living sequins fashion designer, Sebastian Gunawan

Known for his evening and bridal gowns, Sebastian Gunawan's designs are a tribute to timeless elegance. With a focus on intricate handwork and a penchant for using luxurious materials, Gunawan's creations often feature traditional Indonesian embroidery techniques reimagined in modern contexts. Also inspired by Hollywood glamor, Gunawan will often incorporate beads, crystals, sequins, and semiprecious stones into his high fashion designs. His ability to combine classic silhouettes with contemporary twists has earned him a devoted following, both domestically and internationally.

Biyan Wanaatmadja

Biyan Wanaatmadja is celebrated for his ability to fuse traditional Indonesian textiles and techniques with Western and modern design aesthetics. His pieces are a testament to his commitment to preserving Indonesia's cultural heritage while making it relevant in the global fashion landscape. Retailers like Club 21, Bloomingdale's, and Saks Fifth Avenue carry Wanaatmadja's designs. His work boasts original patchworks of silk and lace, meticulously detailed and crafted with hand embroidery and beading. He lived in Europe for 15 years before returning to Indonesia, but he has never forgotten his roots. Wanaatmadja’s collections showcase his deep connection to Indonesian artistry.

Dian Pelangi

Dian Pelangi is a trailblazer in the modest fashion movement, known for her vibrant and eclectic designs. Credited with pushing traditional boundaries in Muslim fashion, she inspires with her unique take on modern Muslim wear. Her use of bold colors and patterns challenges the idea that modest fashion has to be subdued with neutral colors. Notably, Pelangi's work highlights Indonesia's rich color palette and demonstrates how cultural influences can result in globally appealing designs. This is evident in her fashion shows held in diverse locations such as the UK, France, Germany, Holland, Australia, Dubai, Egypt, Kuwait, and Jordan.

Peggy Hartanto

Peggy Hartanto's innovative designs seamlessly blend Indonesian tradition with a global aesthetic, capturing the hearts of fashion enthusiasts worldwide. Named as one of 30 Under 30: The Arts List by Forbes Asia in 2016, her meticulous attention to detail and commitment to quality have earned her a well-deserved spot among the fashion elite. Through her eponymous label, she continues to inspire budding designers and enthusiasts, therebyshowcasing Indonesia's immense talent on the global stage.

Toton Januar

Toton Januar is an Indonesian fashion designer whose name resonates with innovation and creativity in the Indonesian fashion scene. With a distinctive design philosophy that fuses traditional and very localized stories and craftsmanship with contemporary aesthetics, Toton has made a significant impact both nationally and internationally, earning him the International Woolmark Prize in 2017. Toton Januar's work showcases Indonesian fashion's enduring allure and global potential, contributing to its growing presence in the international fashion scene

Indonesian Fashion Designers Continuing Influence

Made up of almost 20,000 islands, Indonesia boasts a rich and diverse culture. Not only does each province and region have its own food and dialect, but customs and traditions also often differ. This creates a landscape fit for creativity and innovation. 

The fusion of heritage and innovation, craftsmanship and contemporary vision, tradition and modernity, will remain the driving force for Indonesia's influence. A reflection of Indonesia's diversity, designs from the archipelago boast of the nation’s vibrant culture, rich history, and commitment to craftsmanship. Indonesia will continue to make waves and inspire other designers to explore the intricate intersections of culture and creativity. And the fashion designers will also continue to play a pivotal role in the global fashion industry. The evolution of Indonesian fashion is not merely a trend—it's a journey that will shape the industry's future.

The Future of the Indonesian Fashion Designers

Indonesian fashion designers are known for their adaptability and innovation in a rapidly evolving industry. They not only incorporate traditional elements into their designs but also harness the power of technology and e-commerce to reach a wider global audience. With a tech-savvy youth population, Indonesia has seen online fashion retailers and startups emerge, democratizing and fostering industry creativity. This blend of heritage and digital innovation positions Indonesian designers as trendsetters shaping the industry's dynamic future.

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It’s impossible to visit Indonesia without seeing people wearing batik. Although it’s no longer people’s first choice for daily wear, most will still wear traditional clothing on Fridays. Why Fridays, you may ask? In 2009, former President Susilo Bambang Yudhoyono encouraged Indonesians to wear batik following its inclusion in UNESCO’s Intangible Cultural Heritage of Humanity list. The Indonesian batik’s inauguration was held on 2 October 2009, which, you guessed it, was a Friday.

What is Batik?

The origin of batik word, membatik


Batik is derived from the word 'ambatik' which translates to 'a cloth with little dots'. ‘Tik' means little dot, drop, point or to make dots. The traditional way of making it is labor-intensive (which often translates to its hefty price tag). It utilizes a wax-resist fabric dyeing technique: before the fabric is dyed, patterns are “drawn” by hand with molten wax, using a tool known as a ‘canting’, or manually stamped on with handcrafted blocks. After the dyeing process, the design will then appear in stark contrast to the dye (usually a neutral color like brown).


What makes batik even more unique is that each area of Indonesia has its own unique design. It usually contains information on their livelihoods, flora and fauna, and even customs. For example, in Cirebon, the motifs often resemble clouds (Mega Mendung). In Banten, however, you will see the Simbut batik motif, resembling a taro leaf. Just like the many ethnic groups and islands that make up Indonesia, it is also diverse and unique depending on where you are in the country. Although it is still often used during special occasions, the traditional motifs are making their way back into everyday wear, including leisure and even streetwear.

Bringing Batik Back

Youngster wearing batik in a festival

There is a growing group of Indonesia’s younger generation taking an increased interest in incorporating batik—not just the motif and design, but batik sarong—into their fashion lookbooks. Remaja Nusantara is one of the many batik communities making headway in the online world. They encourage the younger Indonesian generation to get back in touch with their cultural roots. Their content features Indonesian youth donning batik sarongs with blazers, or styling them with boots for a chic streetwear vibe. They have even organized events to teach others how to properly wear and tie batik sarongs. Featuring a variety of ways to style batik sarong for any and every occasion, they are heading a movement they call ‘berkain’ (‘kain’ means cloth, and the suffix ‘ber’ indicates an action).

However, the designs and motifs are also finding their own place in the modern fashion world. Fashion designers are incorporating the traditional motif onto suits, dresses, skirts, and even accessories like hats and bags. Some designers have also incorporated other cultural references into their batik designs. Most notably in Indonesia and Singapore, cheongsam is also incorporating batik motifs. As there is a large group of Chinese Indonesians living in Indonesia, many have taken the creative liberty to represent their ethnic and cultural upbringing through the clothes they wear. These batik-cheongsam designs can most often be seen during engagements and weddings, as well as Chinese New Year celebrations in Indonesia.

Beyond The Movement

With the hopes to preserve the meaning and heritage of batik, many designers have taken on the task of making the motif much more accessible for people to wear, but in a more creative and modern flair. Some brands strive to make it more wearable from formal to casual. Not only batik, but many local designers also take their inspiration from other traditional fabrics such as tenun and more. Here is the top ready-to-wear collection we find interesting.

Sejauh Mata Memandang

The brand boasts a minimalist collection that still evokes the rich tradition of Indonesian batik. Using materials like cotton, linen, and Tencel, they support environmental issues by using textiles that are considered sustainable materials. They also take it further by utilizing recycled textiles in the designs.

BINHouse

BINHouse’s unique creations evoke a sense of simplicity and elegance with the traditional touch of batik. Inspired by the silhouettes of the kebaya, BINHouse adds new excitement to its ready-to-wear pieces. Most of them are a juxtaposition between the old and the new that tells a beautiful story.

Purana

Purana, which means ‘old scripture’ in Sanskrit, was established in 2009. They are true to their commitment to adopting Indonesian local wisdom. They even utilize artwork made by local artisans and combine them with fashionable cuts, patterns, and color mixes.

bateeq

Launched in 2013, bateeq offers a fresh, fashion-forward take on batik. Their collection is available for men, women, and children, as well as home decor. They provide a modern edge, offering a timeless collection of ready-to-wear dresses, shirts, blouses, and pants.

Batik In The International Waters

Batik has also made its way to international haute couture. Many celebrities donned it on the red carpet; Bill Gates, Barack Obama, and even Beyoncé. Internationally renowned designers from other countries have also included batik in their runway collections. Notably, the Duchess of Cambridge Kate Middleton wore a batik dress made by Belgian-American designer Diane von Furstenberg. We also saw Angelina Jolie wearing a batik dress by US designer Nicole Miller. Other international designers who have featured it in their collections include Belgium’s Dries van Noten, Thailand’s Ek Throngprassert, and Italy’s Milo Milavica.

Kate Middleton wearing batik

No longer a thing of the past, batik is making its way back into everyday wear. With the growing help of fashion designers re-imagining the motif in trendy and modern ways, it will not be going away any time soon. And in doing so, the younger generation has also taken it upon themselves to bring their cultural heritage back in their own ways. Creating movements such as ‘berkain’ is just one way that the Indonesian youth are having fun with their heritage and encouraging other Indonesians to wear batik sarongs, like their ancestors used to.

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