Wardah, a prominent Indonesian cosmetics brand that is blazing a trail with Halal beauty products, presented a fashion statement of its own in a show called Bohemian Bourgeois (I’ve misspelled it on Twitter previously as Bohemian Borjouis). This fashion parade followed its latest creative campaign shooting in Paris with their brand ambassadors Dewi Sandra and Dian Pelangi.
They explored the nature of the Parisian middle class with its theme, as Bohemian Bourgeois (also known as BoBo) is used to describe the creativity of the middle-upper class in the City of Lights. This statement is apparent in the way they dress up, with a creative mixing and matching, always going for the casual, chic and comfortable. BoBo never goes overboard with dressing it up, keeping close to a “less is more” philosophy.
This concept of this BoBo fashion will appear on Wardah campaigns in video, printed material, and TVC forms soon. To celebrate the new campaign, Wardah held a fashion parade at IIFF 2013 under the same theme and title.
Dewi Sandra's stunning performance was the highlight of the show
