Fashion and food don’t usually go together and some might hard to find a correlation between the two. Nonetheless, we’ve seen a trend in recent years where these two worlds meet at an intersection, creating new stories. The Council of Fashion Designers of America once published a cookbook; Marni and Christian Louboutin collaborated with Parisian patisserie Ladurée to make fashionable macaroons; Ralph Lauren opened posh restaurants; and numerous designers have created outfits from chocolate for the annual "Le Salon du Chocolat" trade show held in several countries.
In Indonesia, the fusion of fashion and food takes a different story, where a feast of six senses – taste, sight, touch, smell, hearing and mind – takes the nation’s pride along the way. The story is called the Jakarta Fashion and Food Festival (JFFF). In its ninth year of existence now, I was curious of how a previously small local event could blossom into an iconic, much-anticipated annual festivity.
For three non-consecutive days, I tried to see what this festival is bringing this year through its "Innofashion" theme, while finding an answer to my curiosity. From some small talks with the organizer and participating designers, I realized the event’s success lies in the willingness to continuously make improvements despite praise and criticism. While it started out with some international designers and models as part of its attraction, for instance, JFFF today is focusing on Indonesian talents.
"We talked to other parties, listened to their inputs and grew from there," Cut Meutia, GM Corporate Communication of Summarecon Agung, recalls the years when they seek the right formula to bring forward Indonesia's fashion and culinary traditions. In fact, it was only after the first three years when they hit the jackpot, after receiving an input from former Culture and Tourism Minister I Gde Ardika.
"At that time, he told us that Indonesia’s cultural riches are indeed very potential, yet to incorporate them into an industry, we can’t display them just like that. We can just hold a "wayang" (Javanese puppet) show all night long, but it will only attract people who like it to watch it," Meutia says. "If we want to attract more people then we have to do more. We have to think how to package it in interesting ways – maybe give some laser or digital touch."
Ardika’s input led to a new awareness, that one could display the country’s entire cultural heritage, but endorsing them without a smart approach would still make them distant from our daily life. From here, JFFF moved forward to combine the traditional and modern aspects of fashion and culinary sectors.
This year’s theme "Innofashion," for example, conveys a message that innovation enables both sectors to progress, while still allowing them to maintain their traditional characteristics. Famous designer Priyo Oktaviano, for example, adopts modern scientific R&D in reacquiring the ancient skill of natural dyeing technique for his Kawaii-Bali ready-to-wear collection -- a fresh twist of Balinese "rang-rang" woven.
"Each year, we’re looking for something new to endorse to the public. Like this year, we come out with Tidayu batik from Singkawang, which is uniquely influenced by Tionghoa, Dayak and Melayu cultures," Meutia reveals.
One could underestimate how this kind of fashion event -- that highlights big designers -- plays roles in supporting local artisans. But a chat with Sjamsidar Isa of Cita Tenun Indonesia, a foundation working with fashion designers in developing local artisans, reveals that such an effort has increased the artisans’ sales revenues by at least three folds.
"Through their participation in this kind of event, local artisans could also nurture their marketing sense," Sjamsidar says.
So, if you’re interested in discovering the precious Indonesian art-wear made by these local artisans and famous designers, JFFF is opening a space at Kelapa Gading Mall – called Fashion Village – until May 27. Here, you’ll get the chance to own some of designers’ works at discounted prices.
After your fashion experience is taken care of, you might also want to head off to Kampoeng Tempo Doeloe (KTD) -- not far from Fashion Village -- to check out JFFF’s culinary treats. Just imagine: 50 food sellers are ready to delight your tongue with Indonesian traditional dishes and old Dutch-style specialties. Embracing the old Batavia ambiance, KTD is waiting for you until June 3, and here you’ll be spoiled by live music performances.
Next year, JFFF will celebrate its first decade, and so I hope the festival will continue to breath new life into Indonesia's fashion and culinary traditions. I believe that a festivity should be more than just an event, and JFFF is an ideal platform to support the creative-cultural industry, where our products that are based on Indonesian unique heritage will score amid the uniformity brought by the global market.
Jakarta Fashion and Food Festival
Until Sunday, May 27
Kelapa Gading Mall, North Jakarta
For more information about this event, visit: www.jfff.info/
http://www.thejakartaglobe.com/lifelived/innofashion-indonesias-fashion-and-food-fusion-story-continues/520102
In Indonesia, the fusion of fashion and food takes a different story, where a feast of six senses – taste, sight, touch, smell, hearing and mind – takes the nation’s pride along the way. The story is called the Jakarta Fashion and Food Festival (JFFF). In its ninth year of existence now, I was curious of how a previously small local event could blossom into an iconic, much-anticipated annual festivity.
For three non-consecutive days, I tried to see what this festival is bringing this year through its "Innofashion" theme, while finding an answer to my curiosity. From some small talks with the organizer and participating designers, I realized the event’s success lies in the willingness to continuously make improvements despite praise and criticism. While it started out with some international designers and models as part of its attraction, for instance, JFFF today is focusing on Indonesian talents.
"We talked to other parties, listened to their inputs and grew from there," Cut Meutia, GM Corporate Communication of Summarecon Agung, recalls the years when they seek the right formula to bring forward Indonesia's fashion and culinary traditions. In fact, it was only after the first three years when they hit the jackpot, after receiving an input from former Culture and Tourism Minister I Gde Ardika.
"At that time, he told us that Indonesia’s cultural riches are indeed very potential, yet to incorporate them into an industry, we can’t display them just like that. We can just hold a "wayang" (Javanese puppet) show all night long, but it will only attract people who like it to watch it," Meutia says. "If we want to attract more people then we have to do more. We have to think how to package it in interesting ways – maybe give some laser or digital touch."
Ardika’s input led to a new awareness, that one could display the country’s entire cultural heritage, but endorsing them without a smart approach would still make them distant from our daily life. From here, JFFF moved forward to combine the traditional and modern aspects of fashion and culinary sectors.
This year’s theme "Innofashion," for example, conveys a message that innovation enables both sectors to progress, while still allowing them to maintain their traditional characteristics. Famous designer Priyo Oktaviano, for example, adopts modern scientific R&D in reacquiring the ancient skill of natural dyeing technique for his Kawaii-Bali ready-to-wear collection -- a fresh twist of Balinese "rang-rang" woven.
"Each year, we’re looking for something new to endorse to the public. Like this year, we come out with Tidayu batik from Singkawang, which is uniquely influenced by Tionghoa, Dayak and Melayu cultures," Meutia reveals.
One could underestimate how this kind of fashion event -- that highlights big designers -- plays roles in supporting local artisans. But a chat with Sjamsidar Isa of Cita Tenun Indonesia, a foundation working with fashion designers in developing local artisans, reveals that such an effort has increased the artisans’ sales revenues by at least three folds.
"Through their participation in this kind of event, local artisans could also nurture their marketing sense," Sjamsidar says.
So, if you’re interested in discovering the precious Indonesian art-wear made by these local artisans and famous designers, JFFF is opening a space at Kelapa Gading Mall – called Fashion Village – until May 27. Here, you’ll get the chance to own some of designers’ works at discounted prices.
After your fashion experience is taken care of, you might also want to head off to Kampoeng Tempo Doeloe (KTD) -- not far from Fashion Village -- to check out JFFF’s culinary treats. Just imagine: 50 food sellers are ready to delight your tongue with Indonesian traditional dishes and old Dutch-style specialties. Embracing the old Batavia ambiance, KTD is waiting for you until June 3, and here you’ll be spoiled by live music performances.
Next year, JFFF will celebrate its first decade, and so I hope the festival will continue to breath new life into Indonesia's fashion and culinary traditions. I believe that a festivity should be more than just an event, and JFFF is an ideal platform to support the creative-cultural industry, where our products that are based on Indonesian unique heritage will score amid the uniformity brought by the global market.
Jakarta Fashion and Food Festival
Until Sunday, May 27
Kelapa Gading Mall, North Jakarta
For more information about this event, visit: www.jfff.info/
http://www.thejakartaglobe.com/lifelived/innofashion-indonesias-fashion-and-food-fusion-story-continues/520102
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