Modest Fashion Trendsetter Celebrates 6th Anniversary

Modest wear designer and ambassador ambassador Dian Pelangi, center, speaks at the company's sixth anniversary on Tuesday (08/08). (JG Photo/Dhania Putri Sarahtika)

By : Dhania Sarahtika | on 2:18 PM August 10, 2017
Category : Life & Style, Fashion & Beauty

Jakarta. Online modest wear retailer held its sixth anniversary celebration at Harlequin Bistro in Kemang, South Jakarta, on Tuesday (08/08).

With its name being a blend of "hijab" and "up," the company was established by Diajeng Lestari, who now serves as its chief executive, to empower local designers.

"In 2011, only a handful of modest wear designers were able sell their products. Diajeng wanted to address this problem with Hijup, hoping that later on these designers will have an opportunity of not only selling their products locally, but also internationally," chief community officer Hanna Faridl said.

Starting with 14 tenants in 2011, it has now expanded to 200. The increasing trust from brand owners is also complimented with a surge in sales.

"Our sales grew fivefold since 2015," chief operating officer Akli Djumadie said.

One of the famous designers in's portfolio is Dian Pelangi, who is now its ambassador.

Thanks to, Dian made it to the international fashion scene with her collection showcased at last year's London Fashion Week, along designs by Restu Anggraini, Jenahara and Zakia Sungkar.

Dian sells her designs only at her own stores and on She said that the revenue generated from equals that from her two physical stores.

Another reason why she sticks with is their common purpose — promoting the good image of modern Muslim women.

"I want to focus on, because we share the same vision and mission. I feel comfortable working with Hijup, and I believe that my collection is in good hands," said Dian, who will showcase her collections at CPM International Fashion Trade Show in Moscow this August, and at New York Fashion Week in September.

Innovations for All

The anniversary event themed "Innovasi(x)," was a reminder that must keep on coming up with innovations amid increasing challenges.

A "My Hijup" card is available for loyal customers, offering a variety of promos. This month, customers can win shopping vouchers, a trip to Spain with Dian Pelangi, a jewelry set from Frank & Co., and a Yamaha motorcycle.

For tenants, the brand offers Hijup Power House (HPH) that provides assistance with production, funding and human resources. With this initiative, Hijup expects to help boost productivity and sales of its tenants.

An anniversary would not be complete without a line-up of new products. A trunk show was held to showcase the latest womenswear and menswear from six brands — Dian Pelangi, Ria Miranda, Barli Asmara, Sejauh Mata Memandang, HAPPA by Mel Ahyar and Kami Idea.

Posing as models were "The New Faces of Hijup," or six inspiring Muslim women chosen to promote the e-commerce company: taekwondo athlete Lia Karina Mansur, vlogger Gita Savitri Putri, social media influencer Hamidah Rachmayanti, Indonesian Lupus Foundation motivator Nadiah Fitriana, doctor Athieqah Asy-Syahidah, and TV presenter Ratu Anandita.

The 'faces' of showcase the latest womenswear collection at's sixth anniversary celebration at Harlequin Bistro, Kemang, South Jakarta, on Tuesday (08/08). (JG Photo/Dhania Putri Sarahtika) The 'faces' of showcase the latest womenswear collection at's sixth anniversary celebration at Harlequin Bistro, Kemang, South Jakarta, on Tuesday (08/08). (JG Photo/Dhania Putri Sarahtika)

Embracing Neighboring Countries

According to Akli,'s collections attract shoppers around the world, even from Israel, a country that Indonesians normally would not expect to take a liking to Muslimwear.

This year, the company focuses on the Southeast Asian market.

"Eighty percent of our customers are Indonesians, and the remaining 20 percent are foreign customers, 12 percent of whom are in Southeast Asia," Akli said.

The countries that will be prioritized are Malaysia, Singapore and Brunei Darussalam.

"We will reach out to the hijabi communities there," he added.

Focusing on Southeast Asia means less participation in events in other parts of the world.

"We tried London Fashion Week last year, but this year we learned that we don't need to go too far to grow, as long as our team is solid. We will focus on strengthening our market in Southeast Asia through events and physical stores," Hanna said.

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