Living in the middle of a corona pandemic does not make fashion rest or stop since fashion always has a way to survive in any situation. Moreover, fashion has a connection with creativity where moments like this will actually create more and more opportunities that arise. In fact, people still have high demand during this quarantine life for fashion products. Although it only relying on an online marketing approach or more specifically through social media, but it still works to attract the attention of each individual. This blog will discuss a fashion brand called Lekat Di Hati, which has just launched its latest collaboration collection with a content creator, Alya Dimitry, in the midst of this corona virus outbreak.
Lekat Di Hati is a fashion brand that was found by Amanda Indah Lestari since 2013 that decided to focus on understanding culture and her love for Baduy textile. Seeing few designers experimenting with many different local cultural textiles, Amanda chose to consistently use Baduy textiles to represent her brand. With the aim to create brand recognition where anyone who sees the Baduy fabric motif will immediately remember this Lekat brand. Moreover, this brand is a sustainable brand, which they prefer to use organic fabrics such as linen, cotton and rayon. Amanda makes this Lekat brand with classy pieces but still edgy. Each product will integrate traditional textile into contemporary design that allows the wearer to feel comfortable and look elegant.
(Pict Source: (2020). Retrieved 14 May 2020, from https://www.lekatdihati.com/wp-content/uploads/2018/02/LEKAT-LANDING-SLIDE-2018-06.jpg)
While Ayla Dimitry is one of the most famous content creators in Indonesia where her focus and specialization is fashion. The high number of followers on social media has made Alya become an influential person in the advancement of fashion in Indonesia since the reputation and validity have been well recognized by the public. As it is known, she often shares inspiration for how to dress up, review the latest fashion products and encourage the formation of new clothing trends for the Indonesian market in her content. Having her own personal style that is different from others and the courage to express herself freely makes Ayla Dimitry have her own special attraction for the community.
(Pict Source: (2020). Retrieved 14 May 2020, from https://cdn1-production-images-kly.akamaized.net/PdTNEx0LBpE1rncmmAjcS5sRKVw=/0x0/smart/filters:quality(75):strip_icc():format(jpeg)/kly-media-production/medias/2187349/original/010285000_1525764320-152576431977488v.jpg)
Corona virus is not a barrier for Lekat Di Hati to create a collaboration collection with Ayla Dimitry. Although it different from before, this is the very first time for Lekat to launch their collection digitally via Instagram live platform. From this conversation, this collaboration collection wants a change in the fashion industry to be even better. Both sides chose to produce this collection with limited quantity in order to reduce the presence of fabric waste. Since this is an up cycling project, the fabric used is the remnants of the fabric that had almost become rubbish before. Classic pieces are deliberately chosen so the product can be used repeatedly.
Let’s see it more clearly; this is the 3 pieces of products from the Lekat Di Hati x Alya Dimitry collaboration
Alya Dimitry feels that workwear such as blazers will work in any moment. Blazers can be easily paired with jeans, short, skirt, and other types of bottoms. Moreover, this piece can also produce multi style translation where it shows more casual look when it paired with shorts and feels more classy, elegant and serious when it combined with palazzo pants.
(Picture source: Instagram.com/lekatdihati)
The second product is coat. According to Ayla, outerwear is complementary piece but works effectively and efficiently. Especially for people who have less skill in mixing and matching clothes, outerwear like a coat is the main solution. Simple dress or plain t-shirt and jeans that are covered with a coat will produce a different impression.
(Picture source: Instagram.com/lekatdihati)
The last one is multi way skirt. This skirt is made with a mix fabric that is different in color and material. Color chosen is the color of the 2020 trend, which looks to produce a combination of shinny, muted and bold color at the same time. This product is a multi function product where the motif owned by the skirt can be rotated front and back so it will produce several different look.
(Picture source: Instagram.com/lekatdihati)
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