L I V E
S I M P L Y
30 M AY 2014
SU M M ER S C H O O L
E Di t O R ’ s
Switch your all-noir look with a lightweight
little girl, LocalBrand.co.id Team gives you
t-shirt, pleated mini skirt, and basic ankle
many different styles to pump your college
boots. Voila! You’ll get a chick preppy look!
Today we’re spotlighting the classic, simple,
and timeless collar shirt option every woman should own. College attire: now we’re talking. And it’s about you! I remember the first time in my life, I liberated to wear any clothes besides uniforms! Check out our chic selections of these must-have footwear styles, loose outerwear, and be sure to shop our picks too. Tone down yet keep stylish with a pair of skirt, oversized shirt with a simple black collar and a mary jane shoes. Forget the shabby band tees and rebel jeans. Statement collar, mini skirt, and over jewelleries look are the new generation of smarty people! From a slicked back neat attire to a romantic sweet
Dwimayu Budinastiti Editor in Chief
CONTENTS P. 2
E d i t o r â€™s L e t t e r
P. 6 - 1 1
Meet the Icon ~
P. 1 2 - 1 4
C u r r e n t Tr e n d
P. 1 5 - 1 7
Mix & Match
P. 1 8 - 2 3
P. 2 4 - 2 7
Featured Brand - Karoong Indo
Cover Stor y. IN STYLE
Putra Agung Mahendra
Localâ€™s Studio Jl. Haji Salim II No. 54
12140 - Jakarta Selatan
Te a m
EDITOR IN CHIEF
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Meet the Icon
Sash Top Grey SABS IDR 145,000 Patricia KITTY KITZ IDR 120,000
Meet the Icon
Meet THE icon
i s l a m a d i n a She was offered by Kevin (Vierra) to join Princess girl band while she was recently producing her latest album. It was a year of full enticing experiences. But her priority is to complete bachelor degree. Currently she studies Management in Universitas Indonesia for International Class. She wants to start her own business, which something related to fashion and music.
PHOTOGRAPH BY Putra Agung Mahendra MAKEUP Ayuramadhany STYLING Tanny Tjenreng INTERVIEWED BY Dwimayu Budinastiti
2nd Anniversary Edition
Kano Knit Sweater ASK IDR 645,000 / Aloha Printed Trouser ARGYLE&OXFORD IDR 310,250 / Shirt His Daughter IDRIDR 225,000 Choco Rainbow Peach TopJam MANNEQUIN PLASTIC 180,000 / Beach Maxi Skirt Peach IMPROMPTU IDR 228,000 / Floral Sheer Top PATTERNLINE IDR 300,000
Meet the Icon
Lemonade Tanktop PATROON GOODS IDR 199,900 / Navy Polka Lace Outer JUKKA IDR 439,000 Finger Peace Ring GREEDY SASSY IDR 70,000
Cropped Silver Blouse NOSLAB IDR 255,000 / The Found One Skirt VANISHING AND VOUND IDR 289,000 / Sleeveless Back Cotton Stripe SOLO IDR 375,000 / Tie VANISHING AND VOUND
WHEN DID YOU START SINGING? When I was a kid actually, 3 yo me. And my early soap opera’s song was A Whole New World. Then I did my first debut in AFI Junior.
is the bigger shot for me. WHERE DO YOU STUDY? Currently I study Management in Universitas Indonesia for International Class. Two years in Depok and the rest will be in Australia.
“ I believe a good chance doesn’t come twice, so i gave it a shot. “
WHAT ABOUT PRINCESS? DO YOU STOP FROM IT TO HAVE A SOLO? No, when I first joined Princess, it was offered by Kevin (Vierra) while I was recently producing my latest album. At first, I had doubt to accept the offer, sounded a bit pointless to hit another when I released a span-new debut. But I believe a good chance doesn’t come twice, so I gave it a shot.
SEEMS A STEADFAST CHOICE, SO WHY DID YOU REVOKE TO HAVE A SOLO CAREER NOW? It was a year of full enticing experiences. But my priority is to complete my bachelor degree, surely it
WHY DO YOU CHOOSE MAJOR IN MANAGEMENT? Actually I came from science back in high school. I didn’t get any course neither tutorial in social class. Lucky me, I get the special track to apply to Economy International Class UI because of my good report in 78 (high school). Besides, it seems a safe one for me. The others are Economics and Accountancy. Both are too segmented. I want to start my own business, hence I need to learn economy in general. In management, I learn marketing, entrepreneurship, and HR. > > >
Meet the Icon
I’ve released my keep promoting off air show & r WHAT BUSINESS WOULD YOU LIKE TO BUILD? Something related to fashion and music. WHAT’S YOUR BEST SUBJECT IN UNI? Vocal! There’s an art class which we liberated to choose one subject. VICE VERSA? Statistic! All numbers drive me nuts. WHAT’S YOUR ROLE IN CLASS? I’m a clown surely, accompanied by my other clown best friend! HAVE YOU EVER JOINED IN ANY TUTORING? Definitely yes! I signed in piano class, ballet, painting, swimming, traditional dancing, and even abacus class.
Stretch Mini Skirt Electric Blue SIN IDR 113,400 Sinatra Blazer V BY SILVY IDR 599,000 Lego Dress ASK IDR 485,000
MP Colorimetry Tee MANNEQUIN PLASTIC Viona Shirt Mint PATROON GOODS IDR 299,000 The Found One Skirt VANISHING AND VOUND IDR 289,000
Meet the Icon
y single, g it through radio.
SO DO YOU STILL ENROLLED IN ALL THOSE ACTIVITIES? No, I’m currently a full time student. Besides all the college stuff, singing keeps me busy. I’ve released my single, keep promoting it through off air show and radio. NO OTHER TUTORING CLASS? Frankly, I plan to get one! A cooking class, specialized in pastry! Anyone?
Blazer Top VANISHING AND VOUND IDR 379,000 Finger Peace Ring GREEDY SASSY IDR 70,000
Play with yellow and red, we get them orange. Mix blue on that orange paste, deliver so much in distinct. Now we share two of the must-copy street style looks. We’ll share with you how to wear shirt and blouse in the right way. Open our website and put on your nerdy glasses - you’re deff want to try these style tips!
STYLIST Marchelynn PHOTOGRAPHER Dimas Nalendra
All Wardrobes by LocalBrand.co.id
we generate brown! What differs between brown and orange is blue, but they
Aruna Bracelet AYUNAN IDR 85,000
Three Little Pig Necklace YOUNIQ JEWELRY IDR 130,000
Mustard Short SIN IDR 189,000 Side Tail Dark Orange KIDNAPPED ALLY IDR 138,000
Apocalypse Orange U SHOES IDR 425,000
Vander MOODSHOES IDR 515,000
Brown Linen Shirt ZYK IDR 319,000
Clutch Dot Brown CANVAS LIVING IDR 115,000
Tilapia Skin Brown Case EDME IDR 199,000
Simply Green Faded BOUNTY LEATHER IDR 325,000
Spencer Solid Brown FONBELT IDR 139,000 Convertible Satchel SCISSORS PAPER ROCK IDR 489,900
The Quick Brown Fox
Have you ever read ‘The It’ at LocalBrand.co.id? If you haven’t, then you missed a lot of inspiring figures, whom two of them are our latest highlights. Kallula and Ryan Tandya, both outstanding in urban creative industry nowadays. They dress neat and tidy, without too much skin showed. Perfect to be the outfit for your school attire. These fashion it-guys talk about their past school life years!
INTERVIEW Dwimayu Budinastiti / PHOTOGRAPHER Dimas Nalendra
Mix & Match
Mix & Match by
WHERE’S YOUR UNI? Paramadina and I studied International Relation
WHAT’S THE SUBJECT THAT YOU REALLY GOOD AT? International Diplomacy WHAT’S THE WORST ONE? International Law! YOUR MOST COMFORTABLE ATTIRE FOR GOING TO CAMPUS IS... Cotton shirt covered with oversized sweater and jegging. Used to aight?
WHAT SHOES DID YOU WEAR BACK THEN? Sneakers and docmart!
INSTAGRAM : @KALLULA
Lykke SMITTEN IDR 278,000
Stripe Skirt DAY AND NIGHT IDR 299,000
Holy Necklace HOUSE OF JEALOUXY IDR 280,000
Ms. Mica RAW FOOTWEAR IDR 319,000
Shirt Cotton Silk NIKICIO IDR 489,300
Mix & Match
Mix & Match by
WHERE’S YOUR UNI? Petra, Surabaya major in Visual Communication Design. WHAT’S THE SUBJECT THAT YOU REALLY GOOD AT? Typography.
WHAT’S YOUR WORST ONE? Civilization.
YOUR MOST COMFORTABLE ATTIRE FOR GOING TO CAMPUS IS... Like all students, tees and jeans at its best. WHAT SHOES DID YOU WEAR BACK THEN? Sneakers THE MOST TRENDY THING WHILE IN COLLEGE... Skinny jeans. A very tight one!
INSTAGRAM : @RYANTANDYA
Jojoma Shirt NOSTA IDR 275.000
Bianca Jeans CAPITAL CITIZEN IDR 249,000
Black Wallet BOUNTY LEATHER IDR 375,000
Breighten MOODSHOES IDR 515,000
Black Belt BOUNTY LEATHER IDR 275,000
CLUELESS MODEL Merlyn Joanvin PHOTOGRAPH BY Dimas Nalendra STYLING Marchelynn & Dwi Rahmawati MAKEUP Aldis Setiadi
Sinatra Blazer V BY SILVY IDR 599,000 / Dakini Fuchsia HOUSE OF JEALOUXY IDR 380,000 / Cropped Back Shirt PATROON GOODS IDR 299,900 / Midi Basic 1.1 TLBM IDR 175,000
Audrey Dress V BY SILVY IDR 350,000 / Yuck II SMITTEN IDR 328,000
Polka Crop Tanktop SPOTLIGHT IDR 150,000 / Jemma Shorts NIKOO IDR 177,200 Boyfriend Shirt White SPOTLIGHT IDR 235,000 / Penny Van Houndstooth SELITTOES IDR 390,000
Flanel Blue Red White GREY AREA IDR 195,000 Shirt Skirt DAY AND NIGHT IDR 379,000 Glaze Skirt NIKOO IDR 310,000
Squarel Tail Vest DAY AND NIGHT IDR 229,000 Linen Denim Shirt IMPROMPTU IDR 278,000 Ankle Leg Purple KOTONE IDR 175,000
Top Side Jersey Grey SOLO IDR 210,000 Polerung Flare KAROONG INDO IDR 359,000 Penny Mell Pink Loafer SELITTOES IDR 325,000 Dakini Fuchsia HOUSE OF JEALOUXY IDR 380,000
Button Skirt Red Stripes KIDNAPPED ALLY IDR 100,000 I’m 90’s Bitch WORTHED IDR 210,000 Flalo Oreo II FLAMEON FOOTMATE IDR 370,000
F E A T U R E D B R A N D
Ogi Dhaneswari & Ivan Eka
WHAT’S THE STORY BEHIND THE NAME? Actually it begins from Gunny or “Karung Goni”, we are inspired to make our first product from this fabric, as it is one of the strongest sack. That’s how, we picked Karoong Indonesia as the strongest brand name for our product. IS THERE ANY PARTICULAR CONCEPT IN MIXCON? We are thinking about other way to pair our daily wear with traditional fabrics. We make a touch of an edgy yet quirky look on Mixcon Collection. WHAT’S THE CONCEPT OF LOOKBOOK PHOTO SHOOT? Our concept is a girl who’s getting ready for her summer, and she tries a
different way to show her personality through her outfits. WHERE DID THE SHOOT TAKE PLACE? WHY SHE’S WEARING LOVE SUNGLASSES? Our shoot was taken on one of South Surabaya’s tennis court . Her love glasses show how she loves her summer and who she really is. IS THERE PARTICULAR INDONESIAN FABRIC FOR MIXCON? Of course, we always include Indonesian fabric in our collection. Especially for Mixcon, we give an extra for Tenun Troso from Jepara, Contemporer Batik Solo, and a bit of Tenun Sarung Bali .
THING ABOUT THIS COLLECTION? This collection have a full pattern and colour of Indonesia’s Tenun and Batik. We also use a unique Batik pattern which is a limited fabric. WHY THERE’S ONLY WOMEN APPARELS IN MIXCON COLLECTION? Because this collection was launched near Kartini’s Day, so it is especially made for Indonesian Women. And in the other side, we commit already to focus on woman apparel for this year.
WHAT’S THE MOST EXCITING > > >
HOW’S LOCAL FASHION SCENE IN SURABAYA? Surabaya has a really predictable trend and sense of fashion, and there aren’t many local brands in Surabaya. Many people wear the same clothes and style right here, it’s kinda a little bit boring.
WHAT’S NEXT FOR KAROONG INDO? Hopefully we can distribute more our product to other cities even other countries. Amen .
WHAT’S YOUR MOST FAVORITE PIECE
WHO DO YOU SEE PERFECTLY TO WEAR KAROONG INDO? We wish Andien wear our product, she can represent Indonesian Women like what we want to..
IN MIXCON? Tropisea Pants and Polerung Flare
> > >
> > >
WHAT’S MAKE IT DIFFERENT FROM JAKARTA? Jakarta is more and more, the people, the trends , just like everyone want to looks good and different. Pretty interesting for fashion industry .
WHAT INSPIRE YOU THE MOST WHILE CREATING KAROONG INDO? There’s sadness that traditional fabric are copied in really bad ways. Like when every time we look at any Batik, but that’s only a printed one, we felt this is doesn’t show the real beauty of Batik. Besides, we also want to see many people wear Indonesian Fabrics, not only for special occasion but for their daily look. WHAT MUSIC DO YOU THINK BEST REPRESENT KAROONG INDO? Wandering - Robot x Pathetic Experience x Yoma Youth - Foxes WHERE DID THE FURTHEST CUSTOMER’S LOCATION HAVE YOU EVER GET ORDER FROM? China and Malaysia
“ THE PEOPLE, THE TRENDS, JUST LIKE EVERYONE WANT TO LOOKS GOOD & DIFFERENT. PRETTY EMERGING FOR FASHION INDUSTRY ” KAROONG INDO
WHAT’S THE MOST EXCITING THING THAT EVER HAPPENED TO KAROONG INDO? Have a chance to join in this local brands scene of fashion industry and has been invited to some of fashion events.
INTERVIEW Dwimayu Budinastiti http://localbrand.co.id/KaroongIndo
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