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JFW 2014: All Eyes on the Cleo Fashion Awards!

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First up on the running for the Most Innovative Local Brands is a personal favourite of mine: Alex[a]lexa presented a brilliant idea in this collection, which I’ve previously written about here. The brand grows  stronger with every collection, and this one provided a glimpse into how extensive their collection can be. They could created laid-back sporty pieces as well as a more chic and polished looks, a very strong collection that could mark a solid beginning for them from hereon. They are currently only stocked at The Goods Dept and Metro Pacific Place, but hopefully this show will open more doors soon. My heart fell hard for the finale look worn by Dominique: a brilliant dress with a very flattering cut and print which at first I thought were tennis balls, but actually turned out to be microscopic images of the influenza virus.

Jii is another brand that I’ve been eyeing since their appearance at JFW last year. The style is hugely influenced by Gloria Agatha’s style, the label’s designer. I think I’ve been watching too much Fashion Star but after seeing their collection for several seasons, it makes me think wonder if Gloria has what it takes to bring this label forward from her own personal style, which happens to be very girly and feminine. The collection has a Parisian-chic feel to it and I have no doubt that many girls out there will have fun dressing up in one of the looks from the Spots collection. But then again, I would love to see something different from Gloria next time around. Most dresses are priced between IDR 600,000 – 900,000, depending on the materials. Another thing I would love to see from this label is a more synchronized collection that matches what I see on the runway with what they stock in Debenhams, which seems to be a watered down version of their runway looks.

Though created fairly recently, Olenka has made a strong mark in the business of fashion. Yes, business> is the key word here. Based in Bali, the brand that created both high-quality swimwear and casual wear also provides a well-rounded wardrobe for the Balinese market. Since their creation in 2011, they have expand to Jakarta, Singapore, and Australia. Dewi Wangsa, Olenka’s creative director, knows very well how to build a signature style and a sustainable business at once. So it’s no wonder that Olenka is this year’s winner for Most Innovative Label. The collection showcased at the CFA was inspired by the life under the sea, which can be seen on the prints. Print is something that I would expect from Olenka, but much to my surprise it’s far more casual than last season’s prints which were more demure. But as a whole, it’s a well-played, especially with swimwear pieces that actually look wearable.

Lesson learned from CFA? That having a business in fashion is not just about creating something innovative or something that people would want to buy. But it’s about combining best of both worlds and creates a sustainable business. Because at the end of the day, it’s not jut about passion, but how you could translate your passion and communicate it to your consumer in a way that it would suit to their taste so that they will actually buy your stuff and still stay true to yourself.

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