@Halal May/June 2022 | Page 28

Fulfilling the fashion needs of Muslims Indonesia ’ s modest fashion segment is expanding to other countries

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Fashion

Glam Halal | May-June . 2022

Fulfilling the fashion needs of Muslims Indonesia ’ s modest fashion segment is expanding to other countries

BY FATIHAH MANAF

IT IS hard to deny Indonesia ’ s strong influence on modest fashion . This influence may be contributed by how the republic presents and promotes Muslim wear through films and television series .

In the early 2000s , instant hijab , widely referred to as ‘ Tudung Arini ’, took the Malaysian market by storm when it was made famous through a character named Arini in an Indonesian series called Mutiara Hati . Everyone had at least one ‘ Tudung Arini ’ in their collection .
Fast forward to 2022 , Indonesia now positions itself as one of the leading modest fashion players in the region . Statistics Indonesia stated that Indonesia ’ s garment export increased 36 per cent in 2022 compared to the same period last year . Its Muslim attire and modest fashion segments are also expanding , with massive demand from countries like the United States , Korea , Japan , and Asian nations .
Having the largest Muslim population in the world , it is only natural for Indonesian brands to cater to this community ’ s fashion needs . Modest fashion is not something foreign to them , and despite being located next to Malaysia , geographically , the designs for Indonesia ’ s Muslim wear are distinct and have specific characters .
From the lovely ‘ Tudung Arini ’, local brands are now coming up with various hijab and Muslim attire designs . These brands are Zaskia Sungkar , Buttonscarves , L by Laudya Cynthia Bella and RiaMiranda .
Zaskia Sungkar
Zaskia Sungkar was founded in 2013 to fulfil the needs of Muslim women who seek the latest hijab trends . It was initiated by celebrity turned entrepreneur Zaskia Sungkar . There are three brands under the fashion house : Zaskia Sungkar Jakarta , KIA by Zaskia Sungkar and Zashi .
All these three brands have distinct designs and characteristics . Zaskia Sungkar Jakarta ’ s designs are bold and modern with limited edition collections . The designs for KIA by Zaskia Sungkar are more casual and simple ,
Zaskia Sungkar ( right ) is wearing Saeeda Dress , with her husband , Irwansyah , wearing Zhafari Koko .
suitable for daily wear , despite having modern cutting and stylish looks . The materials used in its collections are also light and breathable .
Zashi , on the other hand , is Zaskia ’ s collaboration with her sister , Shireen Sungkar . The designs at Zashi highlight the feminine and classy sides of the wearers . However , the brand does not limit itself to just catering to Muslim women .
Zashi also comes up with attire for couples in its latest best selling collections - Zhafari Koko ( men ’ s shirt ) and Saeeda Dress . The material used for Zhafari Koko is cotton dobby , while Saeeda Dress is made from wool peach fabrics . The designs for these two clothes match one another , highlighting their connecting floral motifs .
Buttonscarves ' s Nada Square in code Re .
Buttonscarves
Buttonscarves , a brand by Indonesian entrepreneur Linda Anggrea has successfully reached the Malaysian market . One of its latest stores in Malaysia is located at Setia City Mall , Setia Alam .
Linda , who had experience working in different sectors before the brand ’ s inception in 2016 , said she was motivated to build Buttonscarves to produce comfortable , highquality and stylish hijabs . She was quoted by Tokopedia saying it was hard for her to look for a comfortable yet elegant hijab when she first started wearing it .
“ I then decided to follow my passion and start my brand ,” said Linda .
Buttonscarves has also expanded its prod-