MAR. 09, 2018

Newcomer brand questionnaire | NY by Novita Yunus

Novita Yunus

Asian Fashion Meets TOKYO (Indonesia) 2018AW


NY by Novita Yunus


Novita Yunus


Women’s / Ready To Wear, Bags, Shoes, Accessories

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

I have a background in business and management. I have worked in a HSBC as a Brand Manager, I have always wanted to own a business in fashion, because I grew up in a family that adores Indonesian textile especially Batik. My mother thought me about the motifs and how to turn Batik into a wearable piece. I started Batik Chic, my first fashion brand slowly by producing bags made of Batik. Gradually, I started to not only make bags, but all fashion items : clothes, shoes and accesories. I have my first gallery in Jakarta then I expand to Surabaya, and some mall outlets. In 2013, NY by Novita Yunus was created as a premium brand of Batik Chic under the framework of Indonesia Fashion Forward program of Jakarta Fashion Week 2014.

―What is the brand’s concept? What do you want to communicate through fashion designing? What are the images of men and women you want to project?

The main idea of the brand is to preserve Indonesian textile in daily wear. Whether you are going to office or out for a cocktail, you can be fashionable in those traditional fabrics that I designed to be ready-to-wear.

―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

My inspiration mostly comes from the Indonesian textile itself. I go around the nation to meet with talented textile artisans. I asked them about the motifs and the stories behind the fabric they made. From those stories, I began to develop the concept. From the texture of the fabric, color palettes, then I began to trend forecast in order to still be in line with the current fashion industry. All of my design concept always stays around Indonesia and its culture.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

– Batik Chic Gallery – Kemang, Jakarta
– Batik Chic Red Gallery – Surabaya
– Alun-Alun Indonesia Grand Indonesia
– Fashionlink x Blckvnue Senayan City
– New Playground Kemang Village
– Lotte Department Store Kuningan
– Terminal 3 Bandara Soekarno Hatta
– Pendopo Alam Sutera
– SOGO Plaza Senayan
– SOGO Pondok Indah Mall 2
– SOGO Kelapa Gading 3
– SOGO Galaxy Mall Surabaya
– SOGO Pakuwon City Surabaya
– SOGO Pakuwon City Surabaya
Type of Followers : Mature female, heritage lovers, well-educated, classic-chic, modern, fashion enthusiast, influencer, artisans, celebrities.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

Just like the main idea of the brand. I am most inspired by Indonesian culture and how the local artisans make their art forms. The reason why , is because I was educated since I was young to love my background, and to appreciate everything in my surroundings.

About 2018 A/W collection

―Why have you chosen Tokyo(Amazon Fashion Week TOKYO) as the venue for presenting your collection?

Because Tokyo is one of fashion center all around the world. It has its own unique culture, and amongst of all, Japanese taughtus how to committed to loving and developing its traditional culture and fabric that lifted up sustainable fashion. Where sustanaible fashion itself is one of the value that I brought into my brands.

―What is the concept / image for your brand’s 2018 A/W season?

The concept is how Indonesian and Japanese acculturations will be showcased in the fashion industry. The mixed fabric will implementing sustainable fashion. I will show a mix of techniques on my main fabric for ATFW.

―What is your vision for your show / installation?

For the installation I would like it to be a mix of tradition and modern, and it supposed to highlight Indonesian Heritage.


―What are your brand’s future outlook and goal?

The goal is definitely for people to know the brand more, therefore they will notice how inspiring Indonesian textile is.


―What does Tokyo represent for you?

Tokyo represents, a vibrant, strong, diverse look in fashion. The people are not afraid to show what they love to wear in order to show their individality. For me, it is a great opportunity to show that you can wear Indonesian textile, to make you stand out from the rest.

―Which parts / sites of Tokyo do you like most? Why?

A place where I can find Japanese traditional fabric and national clothes, Kimono.

―What are your favorite / recommended shops (of any genres, e.g. fashion stores, homeware stores, food services), facilities and sites?

Ginza Kimono Aoki, Kimono Arts.

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