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APR partners with domestic brands to build Everything Indonesia spirit

Published: 2021-04-07

Indonesian sustainable rayon fibre producer Asia Pacific Rayon (APR) and three domestic brands recently collaborated at a fashion show with the theme ‘Sustainably Modest’ at the Muslim Fashion Festival (Muffest) 2021 in Jakarta. The purpose was to stimulate the creative economy industry, particularly the modest fashion sector, amidst the pandemic.

Pic: APR Rayon


The three brands—Geulis, Inen Signature, and Salt n Pepper—showcased sustainable fashion trend through a collection of 30 ready-to-wear Muslim clothing pieces designed to provide inspirations for the upcoming Ramadan. All of the collaborative items were made using APR’s viscose rayon fibre as the main material, according to a press release from APR.




APR’s viscose rayon fiber is widely known as a textile raw material that supports sustainable fashion trends because it is renewable, biodegradable, and easy to trace.




Ali Charisma, National Chairman of the Indonesian Fashion Chamber (IFC) and the organizer of Muffest 2021, said the pandemic had put pressure on the domestic fashion business but a movement to strengthen local brands and to promote the use of eco-friendly products was a boost for the industry.




“Changes caused by the pandemic have made us realize the importance of supporting local brands and the use of environmentally friendly products. Sustainable and circular fashion will be crucial in the future, and this is what we are trying to package for the fashion show,” said Ali.




Geulis used ‘HARU’, which means spring, as the theme. Geulis combined fabrics made from APR’s viscose-rayon fibre with Japanese embroidery techniques and modern line patterns that resulted in a casual and modern classic collection.




Salt n Pepper, a brand that focuses on the men’s wear segment, displayed ten ready-to-wear casual and modern items using fabrics made from APR’s viscose-rayon. The ‘Everything Indonesia’ theme was incorporated into the presentation, from easy-to-wear materials to designs that captured the nuances of Indonesia.




In addition to the three brands, APR also collaborated with Hurrem by Fia and Mukena Arrumaisha at Muffest 2021, which took place over March 18-28. This was APR’s third participation in the biggest modest fashion festival in Southeast Asia since 2019.



Source:Fibre2Fashion News Desk (DS)

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