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15 Sep

Indonesia strikes NYFW 2019

New York, NY (September 9, 2019) – Four dynamic Indonesian designers brought culture and color with their SS2020 collections at NYFW Monday morning at Spring Studios. Ayumi, Julianto, Yogiswari Pradjanti, and Indonesian Diversity alumni  2Madison Avenue showcased vibrant collections with intricate attention to detail and several editorial standouts. 

Indonesian Diversity, in cooperation with Indonesia Fashion Gallery, presented the latest showcase of design talent from the richly diverse country often pigeonholed as the land of “Bali.”  The show effortlessly highlights the diversity of Indonesian style. 

One of the most evident details setting apart the Indonesian Diversity show, were the thoughtful intricacies, such as embroidered lace, bead work, and crystals woven onto organic cotton, silk, leather, and satin – and of course, traditional Indonesian prints. The collections were filled with jovial graphic prints, peplums, and red-carpet ready gowns; sprinkled with vibrant menswear.

Showing for the second time, 2MadisonAvenue led by designer Maggie Hutauruk whose bohemian, artsy, chic style adds a modern fashion-forward touch using traditional Indonesian fabrics that are 100% locally made opened the show with a flurry of colorfilled prints and styles that ranged from street to eveningwear.

For this collection, the designer channeled ‘80s rock-n-roll culture. Loud prints with illustrations, pops of bright colors like yellow, orange and electric blue flared down the runway. It brought the audience back to a moment in time when unstructured shapes were cherished and a bromance between Basquiat and Warhal thrived. Bright colors, prints and ruffles abounded with an exuberance that permeated the runway.

Maggie is always eager to explore tradition, art and culture; it has become a goal to play a part in promoting the art and culture from her ancestors’ land. Underthe 2Madison Avenue platform, Maggie continues to collaborate with painters, street artists, illustrators, designers and crafters on making a variety of creative products including fashion, furniture, home-decor, and more; but fashion is the core of the brand’s focus. She always puts a special effort into collaborating with local crafters to ensure all products are made with special care and love.

Website : www.2madisonavenue.com 

Ayumi featured a stunning assortment of special occasion pieces, from the runway at NYFW that can easily be seen on the streets of Paris, Milan and New York. Silk, tulle and other embroidered textiles were presented in a series of blush tones and beiges that were anything but basic. Elegant shimmery gold silks and chiffons added movement and a unique level of formalwear to each piece. Crowd pleasers included a gold mini with chiffon bow-tie blouse and a black jumpsuit with gold epaulettes. 

Marina Christyanti, also known to many as, Ayumi, is a fashion designer and owner of womenswear fashion brand, Ayumi, located in South Jakarta, Indonesia. Marina was born and raised in Tokyo and made her debut as a fashion designer in 2011 because of the love for fashion and her childhood dream to be a tailor. With black, earth tones, and pastels as the core colors of the line, Ayumi Fashion Brand has developed a reputation for offering seamlessly tailored pieces. Ayumi Fashion Brand has built a loyal fan base through previous collections, such as “NUWA”, “CALLA”, and “OLLA X AYUMI” as well as unique collaborations with artisans and the notable Indonesian female artist, Olla Ramlan. Ayumi Fashion Brand is excited to introduce the brand to a global audience through this group show at NYFW.


Julianto’s collection was packed with red carpet worthy pieces full of sculptural, layered peplum, fringe and silhouettes embroidered with intricate beadwork. Pearl and bead-encrusted eyewear and ear cuffs were standout accessories of the morning show. Each piece flowed effortlessly as if out of a stylist’s manual for show-stopping looks. 

Julianto is an Indonesian fashion designer making a name for himself in Southeast Asia. In 2017 he  earned his degree from Istituto di Moda Burgo in Milan, Italy, and mastered both fashion design and pattern making skills. Julianto is most known for his unique and intricate beadwork and eveningwear, the heart of the brand. The pieces are all adorned in exquisite embellishments and romantic embroideries and every single piece is custom made by hand with couture craftsmanship. Julianto has expanded on his reputation for couture pieces and established his ready-to-wear and custom-made lines. 

http://www.instagram.com/julianto.official (Made by Order) 
http://www.instagram.com/mojuyaofficial (Ready to Wear)

Yogiswari Prajanti brought poppy prints to the runway with big apple themed illustrations combined with unique prints that felt fresh and vibrant. The collection featured a mix of fun dresses and separates perfect for spring. The dresses were fun, light-hearted, and a perfect fit for the fashionista that likes to step outside the box. 

Yogiswari Prajanti, a designer “on the rise” from Indonesia, is known for her very unique, colorful iconic female illustration characters that tells stories of Indonesian live through fashion. Her career developed after joining APPMI (Association of Indonesian Fashion Entrepreneurs Designers) in 2014. She debuted her designs at Indonesia Fashion Week with the theme “Painting the Universe,” and it was so well received it catapulted her career. The designer’s use of digital printing techniques on fabrics, fun, colorful design and character illustrations that tell stories about her experiences of seeing the world are hallmarks of the designer’s aesthetic. 

Instagram:  @yogiswari_prajanti

Seeing the world through the fashionable eyes of Indonesia was an incredible experience and we cannot wait to keep connected to their present and future collections and events. It has been a blast to attend the shows in the famous location of Spring Studios, under the forever magical touch of New York City !

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