Svida Alisjahbana, the chairwoman of Jakarta Fashion Week, says the pop-up store is intended to introduce new local designers directly to the consumers. (Antara Photo/Nanien Yuniar)

Indonesia Fashion Forward Program Launches Pop-Up Store at Sogo

BY :JAKARTA GLOBE

DECEMBER 16, 2015

Jakarta. Indonesia Fashion Forward, an incubation program for emerging local fashion designers, recently launched a pop-up store at the Sogo department store in Plaza Senayan, South Jakarta.

Showcasing the latest collections from five alumni of the program, the pop-up is located on the department store's second floor and will be open until Jan. 10, 2016.

Among the brands featured at the store is Todjo, the second line of couturier Sapto Djojokartiko that offers more affordable women's wear pieces that still retain the designer's feminine and elegant esthetic.

There are also collections from Etu, an Islamic wear brand by Restu Anggraini that focuses on executive wear, and Yosafat Dwi Kurniawan, who is known for his exquisitely bejeweled dresses.

Rounding up the group are Tertia, a label by young designer Tertia Enda, along with Monique Natalia's ready-to-wear brand, alex[a]lexa.

The annual Indonesia Fashion Forward program was first established by Jakarta Fashion Week with the help of institutions like British Council and London's Centre for Fashion Enterprise to groom the next big talents in the Indonesian fashion industry.

Each selected participant has a chance to participate in business workshops, get mentoring from leading professionals and show their collections during the fashion week. Some IFF alumni have also participated in international fashion events in Asia and Europe, ranging from a trade show in Paris to Tokyo Fashion Week.

According to Svida Alisjahbana, the chairwoman of Jakarta Fashion Week, the pop-up store is intended to introduce these Indonesian designers directly to the consumers.

"The spirit of IFF is to bring the designers forward, giving them knowledge and experience that they can only get in three to 10 years if they were to do it alone — we accelerate the whole process," she said during a press conference on Tuesday, as quoted by Antara.

She also added that having a pop-up store at Sogo provides the designers with a strategic space, while at the same time challenging them to answer a wider retail needs.

"The sample clothes shown on the runway are usually extra small, but for retail, they have to adjust the sizing — to medium and large, for example. They also must learn about price positioning," Svida said.

In previous years, the IFF program has also launched a pop-up store in collaboration with Galeries Lafayette, the famous French department store with an outlet at the Pacific Place mall in South Jakarta.

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