Jakarta. The modest wear industry has expanded rapidly around the world in recent years. Many international brands have expanded their collections to include modest wear.
In Indonesia, this trend is also picking up speed, with more local fashion brands have launched modest wear collections.
One of those companies is Planet Surf. On Wednesday (14/03), the local sportswear brand announced its collaboration with renowned modest wear designer Itang Yunasz, launching a new fashion label, "Allea Itang Yunasz."
"More and more people adopt modest wear these days," said Yunita Susanti, chief executive of Allea Itang Yunasz and director of Planet Selancar Mandiri, Planet Surf's parent company. "And we see it as a growing market whose potentials we can tap."
Planet Selancar Mandiri currently operates 54 Planet Surf stores in 31 cities across the country.
In early 2017, the company launched its first modest wear brand, Alzara.
"The brand is targeted at middle-low markets," Yunita said.
The company also established three Alzara Stores in Makassar (South Sulawesi), Pare-Pare (South Sulawesi) and Jayapura (Papua) in April last year.
"Alzara Store is a multi-brand store that offers various modest wear labels, including our own," Yunita said.
One of the best-selling labels in the new stores is "Kabana by Itang Yunasz."
"[Itang Yunasz] items were sold out [in our stores] in a matter of days," Yunita said. "The designer was overwhelmed with our repeat orders."
The company and the designer then discussed further collaboration.
"We've decided to create a new brand together," Yunita said. "Mas Itang has over 35 years of experience and success as a fashion designer. His designs are always trendy and unique. And we [the company] have over 20 years experience in the retail industry. We believe that together we can be very successful with Allea."
In Arabic, the word "Allea" means "Allah is my light."
"We believe that a good name precedes a great, fruitful future," Itang Yunasz said.
Fruitful Fashion Designer and Entrepreneur
Itang Yunasz has indeed been very prolific in Indonesia's fashion industry.
The self-taught designer started his career by apprenticing at the Maison Renato Balestra in Rome, Italy, in 1980.
A year later, he returned to Jakarta and tried his luck at the Fashion Designers Competition (Lomba Perancang Mode, LPM) held by the Femina Group and came out as a runner-up.
In 1985, Itang launched his eponymous first line, focusing on exclusive ready-to-wear and corporate uniforms.
After the birth of his second child in 2000, the designer dedicated himself to become a full-time modest wear designer.
Today, the designer owns and manages eight modest wear labels, including Allea.
At a recent press conference, the designer showcased the debut collection of the new fashion brand, themed Soft City.
The collection consists of simple everyday items in delicate pastel hues that can easily be mixed-and-matched.
As seen in the fashion show, long layered tunics with asymmetrical hemlines were paired with tailored palazzo pants or full skirts. Beautiful prints of green landscapes and fragmented spheres adorned the pieces.
"Indonesia is now fragmented by conflicting interests," the designer said. "With Allea, I want to present something that's beautiful and soothing. I'm a Muslim, Yunita is a Christian and Wendy [Wendy Intani Ang - owner and founder of Planet Surf] is a Buddhist. But we can work well together and present something good for Indonesia."
The new collection will be available at Indonesia Fashion Week (IFW) at the Jakarta Convention Center between March 28 and April 1.
"I'm confident that the collection will be well-received by the market," Itang said. "The world is experiencing economic crisis, but I've always believed that there is always opportunity in every difficulty."
Planet Surf will launch Alzara Online Store, which also sells the collection of 'Allea Itang Yunasz', by the end of this month.
They also plan to open 10 more Alzara Stores in Aceh, Jakarta, Yogyakarta, Banjarmasin (South Kalimantan) and Singkawang (West Kalimantan) in the coming months.