Jakarta: –. Answering the Indonesian government’s call to turn the country into a Mecca for Muslim fashion, three friends and creativepreneurs, Dian Permata, Indira Putri and Anis Saffira, set up a department store for Muslim women called Hijab Dept, in Central Jakarta’s FX Sudirman mall.
“Hijab Dept will be a platform for local creativepreneurs in Muslim fashion,” CEO Dian told a press conference held at the store on Wednesday.
The new department store, which occupies 188 square meters of prime retail space on the fourth floor of FX Sudirman, boasts classic black-and-white interiors, which persuade shoppers to browse and linger.
“FX Sudirman is a lifestyle mall with a strategic location in Central Jakarta,” said Dian. “And the mall is already a well-known shopping destination for local and international hijabists.”
There are already a number of popular hijab boutiques and stores on the third and fourth floors of the mall. On weekends, these stores are usually very crowded. Hijab Dept, however, promises to be more than just another store for hijab clothing.
“We’re a community of Muslim fashion creativepreneurs,” said the CEO.
As a community, according to Dian, the store will conduct a series of regular coaching clinics to hone the talents of their brand-owners, as well as to improve the quality of their products.
“We really want to grow together as a community,” she said.
Each brand is also encouraged to hold mini fashion shows at the store at least once a year.
“So, it’s kind of a lab [test] for them before going to the fashion weeks,” said Dian, with a smile.
Hijab Dept offers 35 brands of hijab clothing, including Brinc ID, Mozline, Salena and Rumah Kamila. Most of the brands are recent start-ups.
“We’ve been carefully curating the brands since August last year,” said the CEO.
According to Dian, the brands sold at Hijab Dept, are only those with strong brand DNA and chic contemporary designs.
Their price range is between Rp 200,000 and Rp 1,000,000 ($14-$70).
Hijab Dept also promises to organize regular fashion events within and outside of the store to promote hijab clothing, as well as their brands.
“If we work on it together, we believe that we can grow the [hijab clothing] industry and achieve the [Indonesian] government’s aim to establish Indonesia as a mecca for Muslim fashion by 2020,” said Dian.