The BINUS Northumbria School of Design is exhibiting five brands by 17 Fashion Management students who are divided into five groups at the BINUS fX Campus, Jakarta. Held for one month, this exhibition is a part of the final presentation for Design & Promotion II and Entrepreneurship for Fashion Management courses.
The first brand that is being exhibited is Elona, a kids wear collection with vibrant colors and a retro-modern theme, by Jessica, Adisza, and Canissia. The fusion of two contradictory concepts – retro and modern – is Elona’s unique point. One of the creators, Jessica, said that the retro concept is delivered in the form of the collection’s silhouette, which is an A-line and an H-line silhouette. Meanwhile, the modern concepts are represented through a digital printing technique that was utilized in the making of this collection.
The second brand is Burka by Diya, Raphaela, and Trista. Burka is a traveling kit brand that provides a variety of products for traveling, such as a neck pillow, a blanket, socks with soles underneath, a roll-on fragrance for better sleep, a face freshener, and a foot freshener combined with a foot scent. The name “Burka” itself is derived from the Indonesian word “kabur” (“escape” in English), meaning the act of successfully getting out of a place that helps one to forget about one’s routine life or problems.
The next brand is Mordant by Bensfica, Naomi, and Nelly. Mordant is a menswear brand with all-natural non-chemical dyes and all-local materials with contemporary yet wearable designs. Each clothing item is made with 100% hand-woven cotton that gets softer the more it is used. Instead of a clothing item for one season, Mordant is a companion that grows with time. Through Mordant, the creators also promote sustainable fashion as well as the importance of fair trade and living wages for local artisans. “We want to create an eco-friendly brand that is made by local workers. It is all to support Indonesia’s environment, as well as the people in it,” Bensfica explained.
Based on the creators’ awareness and interest in nature, the fourth brand – Tentram – provides a range of accessories and multifunctional purses. Created by Alliya, Jesslyn, Vania, and Wilma, its initial concept came from their passion for inner peace that was conveyed through the beauty of nature, leading to showing their care for sustaining the environment. The main inspiration of Tentram is the exceptional landscapes of Indonesia, while the main materials are wood, leather, and resin which make a fusion that represents the feeling of freedom and tranquility.
The last but not least brand is La Vie, a skincare brand by Azlia, Dinda, Nadhifa, and Natasha. La Vie is a skincare producer of fresh handmade, ethical beauty products that produces full body scrubs, bath bombs, and soaps. This brand stands unique from the others in the industry through its green behavior of being against animal testing, having eco-friendly packaging, and using organic material to make the products. La Vie also provides natural ingredients as the main materials, as well as the use of refillable jars, recyclable bags, and paper-based products for packaging instead of using plastic.
La Vie stands unique from the others in the industry through its green behavior of being against animal testing.
Julita Oesanty Oetojo, the SCC of the Fashion Design program and one of the supervisors, explained that through these products, the students can practically learn about business processes like how to make a business plan and create brands that are ready to be marketed. This project itself aims to prepare the students to become entrepreneurs in the fashion industry by creating innovative and competitive brands. “While working on this project, the students took their ideas from international trends. Then it was adjusted so it became more suitable for the target market in Indonesia,” she concluded.
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