ETU at Virgin Australia Melbourne Fashion Festival 2016 project report

ETU at Virgin Australia
Melbourne Fashion
Festival 2016
PROJECT REPORT
Thank you to our partners
Overvie
At the heart of it, this collaboration is about bringing
Australia and Indonesia together through fashion.
In early 2014 the Australia-Indonesia Centre (AIC) facilitated a runway
exchange partnership between Jakarta Fashion Week (JFW) and Virgin
Australia Melbourne Fashion Festival (VAMFF). The goal of the
partnership was to increase understanding and promote new trade
opportunities between both nations.
In October 2014, the inaugural Indonesian designer award winner was
Patrick Owen, who presented a runway collection at Virgin Australia
Melbourne Fashion Festival in March 2015. In March 2015, the inaugural
Australian designer award winner was Pageant, who presented a runway
collection at Jakarta Fashion Week in October 2015.
On 10 March 2016, the second winner of Indonesian designer award ETU
presented a runway collection at VAMFF 2016. The visit of ETU,
Indonesia’s leading modest work-wear fashion label, was supported by
both governments through the Victoria State Government and the
Indonesian Agency for Creative Economy (BEKRAF).
About
ETU is an exclusive collection of modest work wear designed to
appeal to the productive women of today and tomorrow. ETU
combines finely selected fabrics, eloquent design and
experienced craftsmanship to mastermind quality products.
The designer behind ETU is Restu Anggraini. Restu is a graduate
of event management from State Polytechnic of Jakarta and
fashion graduate of Phalie Art Studio and ESMOD, Jakarta. She is
a well- known Muslim fashion designer for her contemporary,
modern and clean modest-wear design. She showcased her
collection in numerous Jakarta Fashion Week events and
Mercedes-Benz Fashion Week Tokyo 2015. Restu formed ETU’s
signature design as a chic, modest and classic professional work
wear.
Support of the Indonesian
The Indonesian Agency for Creative Economy appointed ETU to prepare a marketing,
branding and supply chain strategy for Indonesia’s modest wear businesses, using
ETU’s VAMFF campaign as a case study.
Successful runway
ETU launched their new collection ‘La Voyageuse’ at
Treetops, Melbourne Museum on 10 March 2016. Over
100 guests from government, industry, media and
community attended ETU’s runway show, including:
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Sri Adiningsih (Head of the President’s Advisory
Council of Indonesia and Chief Economic Advisor to
the President of the Republic of Indonesia)
Eric Sumartono Darmanto (Director, Deputy III -Strategic Economic Issues Management,
Executive Office of the President of Indonesia)
Dewi Savitri Wahab (Consul General of the Republic of
Indonesia to Victoria and Tasmania)
Emil Ridwan (Visit Indonesia Tourism Office)
Hongju Jo (Consul General of the Republic of Korea
to Victoria)
Fern Mallis (Creator of New York Fashion Week)
Kim Wilson (Executive Fashion Editor, Herald Sun)
Annabel Ross (Reporter, The Age)
Leeyong Soo (Journalist, Vogue Japan/Domain Group)
Jill Morgan AM (CEO, Multicultural Arts Victoria)
Successful runway
Successful runway
Extensive media
ETU received extensive media coverage in
both nations during their visit. Channel 10
featured ETU on Ten Eyewitness News, First
at Five. Journalists from leading
publications The Age, Herald Sun and
Vogue attended ETU’s runway show.
Journalists from popular Indonesian online
news portals Detik.com and Liputan6.com
joined ETU in Australia and produced daily
news reports. ETU held a press conference
in Jakarta prior to their Australian visit with
45 attending journalists including leading
news outlets such as The Jakarta Globe,
The Jakarta Post and CNN Indonesia.
Following their return from Australia, ETU
appeared on several TV programs in
Indonesia promoting their VAMFF
campaign, including Trans7 and Kompas
TV.
ETU at Ten Eyewitness News: ‘‘Every garment has no
View coverage: https://www.youtube.com/watch?v=niT7D1X3OM8&feature=youtu.be
ETU featured on the Channel 10 program Ten Eyewitness News, First at Five, on 10 March
2016.
It was viewed by a national audience of 462,000.
Government, industry and community
ETU discussed their collection and fashion
collaboration between Australia and
Indonesia with The Hon Julie Bishop MP,
Minister for Foreign Affairs.
ETU engaged industry leaders at major events
in VAMFF, including networking functions,
industry workshops, public forums and
premium runway shows.
ETU also met industry leader Woolmark to
explore opportunities in using Australian wool
for their future collection.
Throughout their stay in Melbourne, ETU
met with over 80 members of the
Indonesian
and
Muslim
fashion
communities in Melbourne.
Government, industry and community
Government, industry and community