Elhijab Presents Fresh, Modern Collections for Ramadan and Idul Fitri 2016

Jakarta Globe, Sylviana Hamdani, June 04, 2016

The designers of Aira Festive, Dauky and Elzatta are parading with the
models at the end of the fashion show. (Photo courtesy of Elhijab)

Jakarta. Indonesian Muslim wear is getting more simple and modern. Gone are the complicated frills and ruffles that tend to bulk up the wearer's physique, as well as the overused crystals and sequins that often astound beholders. In their place are clean-cut items that are tasteful, easy to wear and practical for everyday use.

Last Sunday (29/05), Elhijab, the company behind the Dauky, Elzatta and Aira Festive brands, presented their special pret-a-porter collections for Ramadan and Idul Fitri 2016 at the "Hijab for the World" fashion show at Jakarta Convention Center.

"We want to present our brands as the pride of Indonesia for the world, just like H&M for Sweden, Marks & Spencer for UK and Uniqlo for Japan," said Meta Kamelia Surya, head of marketing of Elhijab.

In the fashion show, brand Dauky showcased a collection themed "City of Harmony."

"We're inspired by London's streetwear for the collection," said Puspa Sekar Sari, Dauky's head fashion designer.

The collection is made of tailored culottes, palazzos, faux leather jackets and overcoats in warm, summery tones. Elzatta's scarves with simple, yet attractive geometric patterns complemented their modest looks.

"We want to cater for today's modern women with our simple and wearable pieces," said Puspa.

The same collection has also been presented on the previous day (28/05) at the Potter's Field Park in London during the "Indonesian Weekend" event.

"According to our representatives [in London], the British people adored our collection," said Elhijab's head of marketing, Meta.

Aira Festive, on the other hand, presented more mature and feminine looks in the fashion show. Their collection is made of plain and loose-fitted tunics in various hues and silhouettes. These tunics were combined with batik, tenun (handwoven traditional fabrics) and ikat (traditional tie-dye) sarongs and pareos for the fashion show.

"Tunics are usually very casual," said Aira Festive's head fashion designer Nina Natadipura, "But, we want to show that we can also make tunics look more classy and elegant by pairing them with Indonesian traditional fabrics."

Their collection also features chic evening gowns, adorned with lace and brocade, for formal functions.

Aira Festive's, Dauky's and Elzatta's collections are moderately priced between Rp 199,000 ($15) and Rp 600,000. They are available now at Elhijab's outlets in major cities in Indonesia.

For more information, visit www.elhijab.id.