Jogja Fashion Week 2013

by Wiwid Howat


What I need is an opportunity to let this hobby out of my brain. I had a dream to create a collection and join a fashion show since a long time ago, but I just couldn't find the right time. Jogja Fashion Week (JFW) is an annual event organised by Jogja State Government and has been very successful every year, bringing 85 designers locally and nationally and presenting more than 1000 outfits every year.

The reason why I was really interested in joining this fashion show was because most of my Muslim designers friends used this opportunity as a stepping stone to a bigger fashion show such as Indonesia Fashion Week and Jakarta Fashion Week. Some of my friends questioned why I want to be involved with a relatively small fashion week like JFW and not go straight to the bigger ones, but my thought at the time was to start with something small first and build up from there. Besides, a bigger fashion show has a more complicated curation process, and there was no guarantee whether I could make it or not.

The theme for this collection is "The Goddess of Java", it was inspired by my own heritage as a Javanese girl, the fabric (Batik) is hand-made and represents the politeness and softness of the people. My brand is about being modest, so I decided to combine the traditional and the religious side of it by putting a headscarf on.

Participating in JFW was was one of the most intense moments in my life, mainly because I had only 3 months to prepare the collections. The process of looking for the artist to hand-craft the fabric was the most difficult one, and also the process of designing kept changing. I was excited but a little bit overwhelmed with this opportunity and it made me so disorganised for the first couple of weeks, but thankfully I managed to calm down and plan carefully, then everything went well from there.

Before the fashion show, every designer must do a promotional photo shoot and press conference before the show. I was so happy to choose Afida Sukma as my photographer to do my campaign, and you can see the photos here

My husband had an important role in this as well. He has never doubted my crazy skill in fashion since the very beginning. He helped me a lot with the technical side (booking hotels, arranging the itinerary for our trip to Indonesia) and also he brings a balance in my life by bringing a little bit of logic into everything that I do.