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HILOMENA ORTFOLIO


Philomena Khumairah +44 (0) 778 378 9290 philomena.khumairah@gmail.com


CONTENTS WRITING

STYLING MAGAZINE CONCEPT CONCEPT DEVELOPMENT


WRITING

INDONESIA FASHION MOVEMENT FOR ME! MAGAZINE SHOPAHOLIC


I

NDONESIA f a s h i o n

m o v e m e n t

A simple fashion journey of Indonesia, let’s find out and be fascinated!

Girls, you probably feel Indonesia’s fashion industry might seem unpopular throughout the world rather than other Asian countries, but do you know that it grows rapidly in these past few years? Fashion is never stops, it always moves from one point to another. It goes the same in Indonesia. Remember seven or eight years a go where distribution outlet was the only place teens can go to shop. It started in Bandung, Indonesia and it followed by other cities like Jakarta, Medan, Surabaya, and many more. Distribution outlet that known as ‘distro’ is a place where young folks create their own shops where they sell clothing, music, and magazine they’ve produced. These kind of shops is very creative and had became inspiration to all young people throughout the country. Other from fashion, it was also help young people to be entrepreneur in very young age. At first ‘distro’ only famous for its collection of T-shirts which are in very reasonable price compare with T-shirt from high-street brand in malls. The range of high street brand itself at that time was very limited, and nothing like now. All we can say that shopping in that era was not a very pleasing moment, but with helped from ‘distro’, it got better. As time went by, ‘distro’ not only produce T-shirt, they expand the business to cover clothing for girls too with more touch of fashion, they also tried to follow fashion trend with producing accessories like bags and shoes. They were so happening back then, there are probably more than 2000 ‘distro’ companies in the country. But as we know, fashion changes from time to time, but it will always be there. So when the ‘distro’ era has sunk, we started to enter the young local fashion designers era. One by one local designers tried to raise their name by making collection with fresh designs and with catchy catalogue with new concept. It started when Nina Nikico had her first catalogue with all real people on it instead of professional models, and it was really striking. Words instantly spread from mouth to mouth, then she quickly started to have blog for her brand. She was the pioneer of local young designers scene. Since then, she was followed by fellow young local designers who also got very impressive collection. Cleo fashion award is one of the vehicles that help all these young local designers to get media coverage. Cleo fashion award held during Jakarta Fashion Week each year that started from 2008. The successful of Cleo Fashion Award gives huge impact to all young local designers, they became spotlight of fashion in this country. Young local designers and brands which started their ca-

reer from this event such as Kleting, Kiki Chan, Raiki Pasha, Dina Vahada, Resida Irmine, Danjyo Hiyoji, Cotton Ink, STAB, and many more. Apart from Cleo Fashion Award, now Jakarta also has an event called Brightspot Market which gather local designers, artist, and retailers to showcase their range of unique products to larger audience with a very catchy tagline “a curated market with all things cool”. Brightspot Market became the significant continuing point of this subcultural art phenomenon. The event started from 2008 with 5.000 visitors and now in 2011 it has increased to 41.000 visitors. Followed from that success, there are few of places that help local designers to maximize their business potentials such as Goods Dept and Level One. Now we’re moving to the Internet world where so many local designers and brands have started to expand their businesses online. Even though Indonesia peoples not really big fans of online shopping but they’ve started willing to try it. We’re guessing that you’re one of them! Shopping online is really contagious, because it’s so easy and fun. What’s happening in the Internet beside shopping online is the rising of local fashion bloggers who got attention from the media. We name it few of local fashion bloggers like Diana Rikasari, Michelle Koesnadi, and Evita Nuh that are very famous among girls in the country. Beside that many local brands giving out free products to the blogger to get attention from the market too, since now they’re also trendsetter in Indonesia fashion scene. What will happen next? As we look from the situation at the moment, the shopping trend in Indonesia will focus more to concept store where people not only can buy stuff but also it can be a meeting point, a place to hang out, with people who share the same interest with you. A place like Aksara Kemang will be more in the future where there are clothing store call 707, Aksara book store and home wear, and Casa restaurant at the same area. In the future it won’t only about fashion itself, but it’s more to lifestyle. Young local designers will also going stronger at the future, as they got more chance to get big. Currently they only produce products in limited quantity, as time goes by we believe that they can do mass produce and Indonesia will have its own Topshop. As we can see that fashion keep changing all the time, never get tired to get to explore it. Keep in mind to always support local brands and be a proud Indonesian.

Text Philomena Khumairah Image Net


S

HOPAHOLIC It sounds so fun at first, but eventually it harms you in a way!

It’s a true story about a shopaholic teen who lives away from home and starves herself to save money for her shopping habit.

The first time I realized that I had a problem when I can barely walk in my dorm room. I think I own more than 200 clothes, it’s not including the things that I left back home. My wardrobe is fully occupied, and I still need three huge luggages to fit all my stuff. It’s not only clothes, but I am crazy about shoes too. I put my shoes along my room from the door till the end. I own 35 different kind of shoes, and again it’s not including shoes I left back home. I hang all my accessories on a side of my wall and it covers the whole wall. Every time I enter a shop to buy things that I already put on the list, I always go out with zillion other things that aren’t on my list. I don’t think I have a serious problem, because I don’t go for branded shops. I mostly go to chain stores, but who knows chain store can do harm to me. Example, one day I entered a shop to buy a pair of sunglasses and a hat for my holiday trip, at the end I went out with three pairs of sunglasses, two hats, two tops, a dress, and four pairs of shoes. I expected to spend £10 that day instead of £90. The bad part is, it happens every time and not only in fashion shops but it also happens in grocery shops or even at the market. But in different side, I don’t feel like I have financial problem due to my shopaholic habit because I never spend out of my budget.

Isn’t it weird? But I don’t really think about it as long as I still can go shopping. Until one day I went out with a close friend, she said something that makes me realize that somethings wrong going on. She said, “I never see you eat much since you move here, and now you look much skinnier than before and you look so pale”. I am a real skinny girl since I was a kid, so I didn’t realize that I’m getting skinnier since I moved out from my house. I really wanted to spend so much money for my shopaholic habit, who knows it makes me don’t want to spend in other things like food. So what I did to get food is that I always go to friends house to eat, or if I’m too lazy to get out from my room I just starve myself till I fall a sleep. I took a mirror then looked again and asked myself “am I too skinny and look unhealthy?”. I think I am! Learn from that experience now I tried to split my money between shopping and eating. I mean I still try to buy food as cheap as I can get, like I prefer to go to a market rather than a supermarket, but at least I keep myself eating. I don’t split even my budget like I still put 60% on shopping and 40% of food. I gained couple of pounds these past few months and I look healthier without sacrificing my shopping budget. I think it’s all about managing all of your money and be a master about it. Text & Styling Philomena Khumairah


STYLING

MONKEY LOVE FOR GIRLFRIEND INDONESIA FACTORY GIRL FOR GIRLFRIEND INDONESIA LOST IN TRANSLITERATION FOR GIRLFRIEND INDONESIA EAST MEETS WEST FOR GIRLFRIEND INDONESIA NATURAL HAZARD FOR GIRLFRIEND INDONESIA RESIDENT COOL FOR GIRLFRIEND INDONESIA


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Denim Top by N.y.L.a, Necklace by Dorothy Perkins, Floral Pants by Chi Shop, Bracelets by Iconia, Love Shape Bag by Kochi, Sling Back Sandals by MelIssa.


MIDRIFF WITH LOVE

White Cropped Top by Topshop, Stripes Cropped Top by Iconia, Denim by Mango, Belts by Yuan, Bracelets by Iconia, Skull Necklace by G.H.O.S.T.


HEART COLOR BLOCK

Denim Jacket by Glitters, Polo Shirt by Lacoste, Bracelets by Iconia, Shorts by Nez, Sneakers by Reebok.


‘Double denim is not a sin, show off your collection!’

LOVELY TRANSPARENT Shirts by Glitters, Love Blouse by POP, Shorts by D’Bute, Bracelets &

Sunglasses by Iconia.


‘Butterflies are everywhere’

Model Julia Gail Makeup & Hair Beben Haruka


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PVC Dress by Iconia, Bracelets by Miss Selfridge, Headband by Forever 21, Drop Earrings by Veronica, Leopard Brogues by Pedder Red.


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, Red by Mango, PVC ce Top in u q e S lets by g by Yellowline , Brace Leggin g by Iconia 21 Leggin Forever

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Miss Top by 21, , Lace range by Forever O y . b t s s Perkins Fur Ve Drop Earring , Dorothy y b ts Selfridge Bracele

Model Aubry Makeup & Hair Aldo Akira


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Transliteration Published in Girlfriend Indonesia Photography Jacky Suharto Styling Philomena Khumairah

Don’t be afraid to play with

mismatched patterns, it will make you brighter than sunshine!

Hair Clip by EVITA PERONI, Necklace by Mango, Floral Top by Miss Selfridge.


THE RED BOOTS Stripes Top by POP, Floral Skirt by Topshop, Bracelets by Iconia, Bow Headband by Pink Label, Boots by Dr. Marten.


CASUAL MATCH Floral Cropped Top by Topshop, Denim by Pink Label, Bracelets by Iconia, Ring by Mango, Shoes by Yuan.


BE ZANY! Mozaic Top by Dorothy Perkins, Bow Head Band by POP, Flower Ring by Forever 21.


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NEON COLORS Dress by Topshop, Heels by Zara, Bag by Cocopink, Headband by Nefertiti, Bracelets by Iconia.

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SPORTY SPICE Floral Top by Miss Selfridge, Leopard Skirt by Zara, Head Piece by Nefertiti, Hi-top Sneakers by Reebok.

Model Natasha Makeup & Hair Shabura


EAST MEETs WEST Once in a lifetime chance to see a living doll in a bizzare place. Published in Girlfriend Indonesia Photography Bowo Styling Philomena Khumairah


Wrapped Dress by Danjyo Hiyoji, Headband by KLE, Hitop Sneakers by Converse


MORNING DOLL Dress by Fragrance by Kiki Chan, Hat by Danjyo Hiyoji, Wedges by Melissa.


SMILING DOLL Headband by Fragrance by Kiki Chan, Dress by Sister Brain, Jacket & Necklace by Danjyo Hiyoji.


‘Wear pale colours without looking dull

wondering DOLL Shirt by RUPH, Necklace by Danjyo Hiyoji, Legging by Ribbon, Jelly Shoes by N.y.L.a.

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walking doll Shirt by Proud Parents, Skirt by Danjyo Hiyoji, Necklace by Sou Brette.

Model Yana Makeup & Hair Shabura


Aubry: Top by Iconia, Legging by Chi, Skirt by N.y.L.a. Michelle: Top by Glitters, Sweater by Iconia, Legging by Yellowline, Shoes by Converse.

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SAFE WITH RED! Michelle: Top by Glitters, Legging by Yellowline, Shoes by Closet Queen. Aubry: Sweater by Mango, Stripes Top by GAP, Legging by Iconia, Shoes by Closet Queen.


CLOTHES MADNESS

Michelle: Top by Glitters, Legging by Yellowline, Shoes by Closet Queen. Aubry: Sweater by Mango, Stripes Top by GAP, Legging by Iconia, Shoes by Closet Queen.


RUN WITH FLATS Michelle: Top & Denim by Yuan, Flats by Wondershoe. Aubry: Top & Denim by Yuan, Flats by Wondershoe.

Model Aubry & Michelle Makeup & Hair Yan’s Omintara


The Pandora BY NIKIDEE Velvet Top by Nikidee, Pink Pants by Envywear, Earmuff by Mango, Necklace by Sou Brette.


Re-turn Dress BY NIKICIO Re-turn Dress by Nikicio, Shoes by Topshop, Necklace & Bracelet by Sou Brette.

Resident SAY LOCAL OUT LOUD, GIRLS! 100% GUARANTEE AS GOOD AS THE IMPORT ONES.

PUBLISHED IN GIRLFRIEND INDONESIA PHOTOGRAPHY FAMILIAR FACES STYLING PHILOMENA KHUMAIRAH

COOL


Knitted Shorts BY ROSALINDYNATA GUNAWAN Pink Blouse by Rosebud, Knitted Shorts by Rosalindynata Gunawan, Loafers by Zara, Necklace by Sou Brette.


Uneven Dress BY RUPH Dress by Ruph, Knitted Outerwear by Mango, Yellow Leather Bag by Utee, Necklace by Sou Brette, Red Boots by Suedehead.


Rope Cape BY DOUCHE Dress by Pink Label, Rope Cape by Ladouche, Jelly Boots by Melissa, Bracelet by Sou Brette.


Puffy Jacket BY STAB Puffy Jacket by Stab, White Tee by Blush, Shorts by Rosebud, Bracelet by Sou Brette, Clogs by Funkis.


Dilopho Jacket BY VAHADA Parka by Vahada, Dinosours Blouse by Vahada.

Model Sasha Lauder Makeup & Hair Billy Arya


magazine concept LOVEBIRDS. - A MAGAZINE FOR LOVERS

ME! - A MAGAZINE FOR INDONESIA TEEN GIRLS


LOVEBIRDS. magazine

for

lovers

Exactly just like lovebirds means, it’s made for couples. But if you are single, don’t feel intimidated, because one day you’ll find the love of your life. Just like people said that there’s always be the first for everything, and here we are welcoming you the very first time to our first issue, “First Love”! Do you know what makes the firsts are very excited? We can blame it to the huge curiosity with no doubt. All we can say what you’re all about to see in next couple minutes is brilliantly intact. So couples, sit back and relax with Lovebirds.! And single fighters, keep searching!


ME!

GIRLS FASHION GUIDE ME! is a fresh idea of teen fashion magazine for Indonesian market that never existed before. The magazine is dedicated for smart and stylish young girls in Indonesia that are very modern and open to the world cultures. The magazine wants to give teens in Indonesia new fashion experience with our seasonal trend guide that can easily inspire them to be fashionable and stylish. The magazine will be focusing more in fashion images. The magazine will be bi-annual, divided into Spring/Summer and Fall/Winter editions. The name ME! came from the idea of making yourself as a center of attention among the others, so it’s all about ME!


concept development TEE FACTORY - A CUSTOMIZED T-SHIRT CONCEPT STORE


Tee Factory is an independent t-shirt graphic design store dedicated to street and casual wear. Tee Factory professionally prints your custom made design onto your choice of plain t-shirts, bags and caps. If you are bored with wearing something mass produced, come to Tee Factory. Tee Factory allows anyone to create their own graphics design in a wide array of styles, from cartoons to photo realism. Tee Factory is all about being creative, being unique, and being one of a kind, one of your kind. Tee Factory’s design is not about age, it’s all about attitude.


CATALOGUE choices of t-shirts and images.


NAME CARD

CARE LABEL

PRICE TAG


INTERIOR STORE CONCEPT the concept of the store outlook appearance is taken by the idea of a factory.

EXHIBITION tee factory exhibiton was held at j.w.marriot hotel, kuala lumpur, malaysia to showcasing the concept to the fashion industry.



portfolio