Both Affi and I are a huge fans of alex[a]lexa since its inception, starting with the release of the practical yet chic reversible square dress. It was the first piece that Monique Natalia Soeriaatmadja created for In Style Bazaar back in 2010, which turned out to be quite a big hit. Some brands tend to get stuck in their comfort zone after their initial success and justify their lack of evolution in the name of maintaining a “signature style.” While it’s important for newly established brands to manifest a signature style as a means of differentiating themselves from the competition, it’s oftentimes their unwillingness to innovate that ultimately costs them the interest of their customers as they roll out collection after similar-looking collection.
But this is not the case for Alexalexa: they’ve been steadily releasing small collections since 2011, but you can see that each and every one is quite different. Monique’s labor of love was started in 2010 so as to fulfill her love of fashion and obsession for starting her own clothing line, as a result of the years she clocked in working as an editor and stylist for several renowned magazines in Indonesia. This was also the result of her frustration and difficulty in finding well-made clothes that are timeless and unique but affordable. The self-taught designer is lucky to have her husband, Sendy Soeriaatmadja, as a partner to nurture the brand into what it is today.
Where are they today? In this year’s Jakarta Fashion Week (JFW), they’re one of the finalists contending for Cleo Fashion Awards’ (CFA) Most Innovative Local Brand. This event is one of the most anticipated shows in JFW because it has successfully established the name of various local brands that have blossomed the past couple of years, with previous alumni including Stella Rissa, 16DS, Kleting, Danjyo/Hiyoji, Cotton Ink, Dina Vahada, MILCAH, Sisca Tjong, and Identite. It’s safe to say that winning a CFA puts you on the map as an “IT” label in Indonesia’s fashion scene. The CFA show itself will be held on Wednesday, 30 October 2013 at 8.30PM.
Amid her busy schedule preparing for CFA’s Wednesday show and wrapping up the buyer’s room that closed on Sunday last week, Monique has been kind enough to grant me an impromptu interview. I thought that you all ought to hear her inspiring story on how she managed to build her dream while being tied down as a corporate slave (a PR for an FMCG company), and having the creativity to pull off such a great collection. This collection can be viewed next Wednesday, either on the runway or through our Twitter updates. But I have the feeling that sooner or later, the propulsion and growth of Alexalexa will finally push her to kiss the corporate slave life goodbye. (more…)
