APR partners with 6 brands to showcase modest fashion at MUFFEST+ 2024

The fashion show, which took place on 10 August 2024, showcased 60 collections from APR's collaboration with six brands under the theme "Redefining Fashion for Better Future". All collections used APR's viscose-rayon fibre as the primary material, known as one of the most sustainable raw materials for fashion garments.

The six brands—Batik Trusmi, Sritex, Siti Khadijah, Aruna Creative, Larusso, and Cotton in Lace—translated the concept of sustainable modest fashion while maintaining each brand's signature. All collections incorporate inspiration from Indonesia's nature and culture, resulting in a chic and fashionable look.

"Through this collaboration, we want to reaffirm our support for sustainable fashion in Indonesia by utilising sustainable materials. This is one of our ways of supporting a better fashion ecosystem in the future, as well as supporting Indonesia to become the world's modest fashion hub," said Basrie Kamba, president director of APR.

Aruna Creative presents the Oling Wuyung collection by combining elements of kebaya and baju kurung in an elegant Malay Muslim kebaya design. The brand also uses natural dyes that support sustainability practices throughout the collection.

Sritex blended modern everyday wear with the beauty of traditional Indonesian batik motifs. Batik Trusmi also presented a collection featuring the natural beauty of Indonesia inspired by Raden Saleh's paintings.

Larusso showcased ten collections with neutral and earthy colours inspired by sedimentary sketches and wood roots. Cotton in Lace presented the Terra Serenity collection with simple and elegant designs, creating beauty and serenity inspired by natural elements. Siti Khadijah showcased her prayer robe collection with feminine colours paired with viscose rayon, providing softness and comfort.

APR viscose-rayon fibre is soft and breathable, suitable for modest wear, especially in tropical countries like Indonesia. Its biodegradable nature makes viscose-rayon the right choice to support sustainable modest fashion. Viscose-rayon is also easily combined with other materials, such as cotton or spandex, allowing designers to create a variety of modest fashion collections as needed.

Muslim Fashion Festival (MUFFEST)+ 2024 organised by Indonesia Fashion Chamber aims to embrace the modest fashion ecosystem in Indonesia with the hope of making Indonesia a global modest fashion hub. With the theme "Flying to The Global Market", MUFFEST+ 2024 features more than 150 designers, a trade show with more than 200 participants and fashion brands, and various competitions and international collaborations.

"MUFFEST+ is expected to further strengthen its role in marketing Indonesian modest fashion to the global market. MUFFEST+ has accompanied modest fashion brands in the country that have grown to become extraordinary at the international level," said the National Chair of Indonesian Fashion Chamber (IFC), Lenny Agustin.

At MUFFEST+ 2024, APR also introduced viscose-rayon as a sustainable material by opening a booth featuring the "Everything Indonesia" collection with nine brands, namely Batik Trusmi, Sritex, Siti Khadijah, Aruna Creative, Larusso, Cotton in Lace, Elita, Gajah Duduk, and Kamila Wardrobe. This collaboration is expected to bring Indonesia closer to its goal of becoming the world's modest fashion mecca that also pays attention to sustainability.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (KD)