January 2013 by LocalBrand.co.id

JANUARI 2013

14th ISSUE / SPRING BLING

CONT TOR

BHUANA PAKSI PHOTOGRAPHER

What are you up to at the moment? I am currently working on commercial projects that usually includes fashion, products, interior, as well as food photo projects. I am also a trainer in a photography company.

CONT my unforgettable experience was that when I visited a high rise building, Eureka Tower in Melbourne. I was at the floor of 88 and was trying to capture Melbourne city landscape from high above. It was a stunning view but because of the height of the floor, I was freaked out but still managed to take pictures anyway. That was one of my unforgettable experience while I was doing photography.

What is the most desirable camera to you?

Skydiving photography, but there still more What are you currently obsessed with? I’m obsessed with ALASKA ! I always ask myself, when will I get to see northern lights.

So tell us, what is your wildest imagination Bowo?

I am currently working with Canon 5D MKII, but in my opinion any camera

I’d love to travel to every state in this wonderful country of ours! Hopefully I can meet with some new friends along the way.

GREGORY PRABOWO

ALDIS SETIADI

L I G H T I N G A S I S TA N T

MODEL

What do you do?

What are you working on at the moment?

What were the inspirations behind your photography? I am inspired by the things I observe around myself such as people, cities, buildings, current trends and culture. I also took inspiration from a talented product photographer named Ray Massey because of the complexity of his photos that I find challenging. Every time I take photos or edited them, I try to incorporate all my inspirations and experiences of photography to produce photos that suits not only my preference but also the clients’ needs.

Do you have any pre-photo shoot rituals? I don’t have any pre-photo shoot in particular. If any things I would do, I would probably just preparing the utilities needed for a photo shoot.

Well I’m helping the photographer (Buana) with the lighting setup that he needs in each project.

So what would your most interesting experience in photography be? tell us tell us!

Can you remember the first picture you felt really proud of? Tell us!

I had lots of interesting experiences in photography because for me each of the photography projects are unique and might not occur twice. Therefore, I tried to grab the moments every time I’m involved in photography projects. One of

Err.. Lemme think.. Oh! when I took picture of a car in the studio with lot of lighting details. What do you want to accomplish that you haven’t?

Now I’m just sitting, waiting for photo shoot

What’s your New Year’s resolution? Happiness

What was the last thing you bought? Umm.. meal for lunch?

TRIBU-

TRIBUTOR What would you never be caught wearing? I would never wear a meat dress like Gaga! But umm, someday idk! haha

What was the last song you listened to? Blocparty - Sunday

If you could travel anywhere in the world right now, where would you go? Definitely Paris! Im in love with French language and gonna learn it soon! So excited yay!

Do you have any particular daily cosmetics? Yap for sure! BB-cream by Clinique, eyeliner by Kanebo, sometimes I use eyeshadow by Naked, which is a-must-haveproduct, and a simple touch on lip using Chachatint by Benefit and blend it with Beauty Style (Candy).

Matthias Haker and many others that always make me want to discover something new and give me desire for wanting to create more wondrous works

Give us two tips for being a photographer! Can’t say i’m an expert on this but i think that two basic principles such as sharpness and cleanliness will help you make such great photographs and also having a great team you can count on that always

What music do you listen to when you’re taking pictures? Non particularly, but usually i play music that fits the theme of the project to set up the mood itself

What’s next for you?

Arsheilla

Always harden my skills and improve my works is always the next, also marriage!

MAKE UP ARTIST

What do you do? I’m student in Pembangunan Jaya University, communication major, and doing make-up as a hobby. I do make-up for photo-shoot, tvc, fashion show, and any kind of party events.

Who’s inspire you as a make up artist? Michelle Phan! She is a true amazing beauty blogger. I like how she’s playing with many eye shadows’ colors. Her youtube’s video named “Aurora Eyes” was the first thing that inspired me for being a make-up artist.

First day job? My first job was makeup for video clip MiCel (Miss Celebrity)!

AGUNG MAHENDRA PHOTOGRAPHER

What are you up to at the moment? Hi, I am currently working on several projects as a freelance photographer and create more finest photographs i can collect so that i may put it in my portfolio

Who’s your influencer in photography? Many has been my inspirations or influences such as Joey L, Rankin,

CONTENT 4

THE EDITOR LETTER COVER STORY

EDITORIAL “ STUNNING SONIA “

FEATURED BRAND IMPROMPTU

EDITORIAL “ Razzle Dazzle “

FEATURED BRAND NEFERTITI

by Bhuana Paksi

by Agung Mahendra

The

COVER STORY

EDITOR’S

LETTER

Happy Chinese New Year! Which also known as Spring Festival in China itself. Really don’t know what to share about this Chinese New Year thingy. Not familiar indeed, ha! All I know, when I spent last Lunar New Year in Chengdu, China, there’s no such thing like Barongsai, Liong, or any kind of celebration there, really let me down, because I’ve planned to have an unforgettable experience in lunar home town, but when it ended, 15 days exactly after the day, there was a lantern festival. A moment when a whole city covered by yellow-reddish light, pretty, shinny, and of course amazing experience at last.

MODEL Sonia Eryka

PHOTOGRAPHER Bhuana Paksi

LIGHTING ASSISTANT

STYLIST Dwimayu Budinastiti

LOCATION Local Studio Jl. Haji Salim II No. 54 Jakarta Selatan

Gregory Prabowo

Maybe you don’t start this year with a good story, but well, who cares, when you end things with some kind bright, stunning, shinny, glowing stuff?! It’s not about how you start it, but how you end things. Cheers,

Dwimayu Budinastiti Editor in Chief

LOCAL’S CREW EDITOR IN CHIEF

CONTRIBUTOR

Dwimayu Budinastiti

Putra Agung Mahendra Dimas Nalendra Arsheilla Levana Gozaly Aldis Triatmahtia

GRAPHIC DESIGNER Krishna Pradana

Bhuana Paksi Gregory Prabowo Melissa Pratiwi Sonia Eryka Azis

LocalBrand.co.id Magazine is published by PT. Local Intech Solution Jl. Haji Salim II No. 54 RT 001 / RW 015 Kel. Gandaria Utara Kec. Kebayoran Baru, Jakarta Selatan - 12140 Phone. (021) 3025 3333

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STUNNING SONIA Photograph by BHUANA PAKSI Lighting Assistant by GREGORY PRABOWO Styling by DWIMAYU BUDINASTITI Make up by MELISSA PRATIWI Model SONIA ERYKA All wardrobes by LOCALBRAND.CO.ID

Nicky Jacket SPOTLIGHT IDR 355.000 H-Line Skirt Black ARGYLE OXFORD IDR 325.000

Colorblock Maxi in White SPOTLIGHT IDR 315.000

Black Mesh Short SPOTLIGHT IDR 215.000 Long Sleeve Net KIDNAPPED ALLY IDR 170.000

Skull Prints Shirt White IMPROMPTU IDR 248.000 Disty Short SPOTLIGHT IDR 239.000

Fuzzy Sweater BLACK IMPROMPTU IDR 268.000

Little Black Jacket SPOTLIGHT IDR 375.000 Leather Shorts White ARGYLE OXFORD IDR 375.000

Brand Featured Interview by AISYA PUTRI

Impromptu, that’s quite a name so does it have any special meaning to you? Thanks. The name is basically means as it is, spontaneous. I want Impromptu to be able to be worn by anybody at anytime, any impromptu occassions.

Impromptu Founder

Teresia Novelita

History is what makes today, so would you tell us how Impromptu started? To have my fashion line has always been my passion since I was 10, but when and what exactly were still a big question mark back then. The concept of the brand just popped out one day. Me and my family have been in garment industry for almost as long as we remember, and it just makes sense to actually create a brand of fashion that we like and we ourselves love to wear and not just all for the commercial side of it.

So what’s the behind the collection ? Why nocturnal? Like people say, ‘inspiration could come from anywhere’. Well this one happened to be inspired by my fascination towards the nocturnal animals themselves. Instead of being completely blinded by the dark, they have this glint in their eyes, and they move ferociously – yet gracefully – at night. That translated into a collection, it’s dominated by dark colors but has that enough amount of sparkle, just like their eyes. The selection of fabric and sillhouette ensures the wearer to be able to move just as free.

What do you think is the most nocturnal thing in the world? Art and design students. Hahaha

What do you think is the so intriguing about nocturnal that it set aside from the other collection? Nocturnal actually had already been at the back of my head since I started Impromptu. While the other collections are sometimes sweet and have fun prints with a touch of vintage flair, I want this one to go edgy and daring and mysterious. And it translated nicely at the photoshoot that went smoothly, and I have to say I’m ecstatic to see the result.

Young, fashionable, affordable. - Impromptu -

- Nikicio -

Every designer have their muse, who’s yours?

If Impromptu were a movie, what would it be and why?

What song do you listen the most while designing this collection?

Women from the 60s. I loveee love love their sweet yet glamour fashion and how they made up their big hair without looking overdone. It’s like looking effortlessly elegant.

Disney’s Pixars’ movies. Fun, bright, entertaining, versatile, different from one title to another, but each of the movie always has some serious sentimental values. All in one nice package J

Mayer Hawthorne’s and AC/DC’s on repeat J

What is the most impromptu thing that Impromptu ever done? The decision to be on Jakarta Fashion Week 2012. It all happened like – “hey JFW2012 is coming and LaSalle needs 8 designers to show their collections. You in?” “I’m in” “Great!” And then i went ‘hooooly sh--- what did just happen? This is HUGE!’

What is your take on the local fashion scene? I think girls and women these days are getting more and more stylish. Fresh fashion labels are emmerging, and getting more and more recognition. Sounds like a very good combination for our local fashion. But to see it in a bigger scale, I think it’s still very minor compared to big fashion labels from US/UK or China’s/Bangkok’s imported stuffs.

How do you feel about the (local brands) competition these days? Quantity-wise, I think it’s crazy. New local brands are emmerging like it’s scheduled on a weekly basis. Some gets bigger, but I know some are burned down to the ground. But honestly, as long as they know and they love what they’re doing, I’d say I am happy and completely supportive. Because I believe that these fashion brands are going to be this country’s economy’s motor. I believe – and hope – that one day, all Indonesians will be wearing local brands.

Which famous people would you like to see in Impromptu most?

In 3 words, how would you describe Impromptu? Young, fashionable, affordable.

If impromptu is a song, what would it be? I can’t really name any particular song. But it would be AC/DC songs. Hahahaha.. Not that it’s rockin’ and loud, heavy metal kind of way, but it’s the energy that I love most. It boosts my mood and how passionate they are with their music just transferred perfectly.

http://www.localbrand.co.id/impromptu

Agyness Deyn.

What would Impromptu spirit animal be and why? I happened to have a wolf as my spirit animal (a random online quiz generated this info for me), so I guess Impromptu’s a wolf as well. Wolves trust their instinct most of the time and have a strong connection with their pack (family) just like Impromptu because IT IS a family business. Wolves are determined and passionate about what they do, and that’s how I feel about Impromptu J

What’s in the future for Impromptu? Impromptu’s stores all over Indonesia. Amen to that.

Where do you see people wearing Impromptu / nocturnal? Mostly on fashion bazaars/events. But I see them at the malls too. Have to say I’m thrilled with that, the kind of feeling one designer values most J

Photos by Impromptu

Bulky Knitted Sweater in White Cotton Nikicio IDR 459.000

Razzle Dazzle Photograph by Putra Agung Mahendra . Photographer Assistant Dimas Nalendra Make up by Arsheilla Levana Gozaly . Styling by Dwimayu Budinastiti Model Aldis Triatmahtia . All wardrobes by LocalBrand.co.id

Fuzzy Sweater Ochre Impromptu IDR 268.000

Charlotte Sequin NeedleTales IDR 225.000

Mini Spike Blazer Spotlight IDR 399.000 Float Lace Skirt Kidnapped Ally IDR 168.000

Nefertiti

Brand Featured 2 Interview by AISYA PUTRI

Founder

Prita Widyaputri

How did you come up with the name Nefertiti? Is it related with the fascination over the Egyptian Queen or the Egyptian history? Yes it is! Nefertiti is for the girls who like to keep up with fashion and love being stylish but doesn’t want to be dictated by trends. I imagined, these are the girls who are comfortable being themselves, and have their own strong personal styles. They don’t want to wear something that outgrown who they are, instead they take Nefertiti into their own particular sense of style. These girls are independent, very active, and living a busy lifestyle so they want to dress comfortably. Yet cool. Just like Queen Nefertiti who’s known for her beauty and progressive way of thinking.

So tell us how Nefertiti first formed… During our college years in university, me & Widya LOVE doing projects that has something to do with fashion and designing. We step up to the plate whenever our friends want to create class jacket, tees, and those sort of things. So we dreamed that one day we would create something cool. After we graduate we took some courses/education in fashion. We teamed up again in 2010 creating an accessory project “Nefertiti Jewelz”. It was all began from there …

Does Nefertiti have a certain concept in terms of design or the brand itself? Our designs are modern, and usually clean and simple but also trendy without being excessive. I love to keep giving something new and different in each of our collection. For example, our spring/summer 2012 collection was very laid back casual. But for this year spring/summer we are going tougher and darker look, and then for resort maybe we want to get a bit sporty. You have to stay tune!

25 What inspired Nefertiti? Traveling, childhood memory, strong famous women. I love to travel, but sadly due to work I haven’t been travelling as much. I love Ubud in Bali. It’s like the melting pot there! People from anywhere in the world comes to that place and it’s interesting to watch how different people dress. Yes they are some tourists who go for not-showering for a month-Indiana Jones look but I’m not paying attention to those hahaha. But every once in a while there was this girl who wore masculine loafers with their bermuda short and crisp white polo and some Rayban I thought what a cool androgyny look! Or someone after yoga class just wraps some Balinese fabric around their hips and wears it with her Nike sneakers and sport bra. And I thought ‘ah she’s going for the after exercise look and now she’s having coffee with friends’ style. I took pictures and I love to look at it while designing.

What has been a Nefertiti major innovation?

we are very wearable, very easy to mix and match us to your own personal style - Nefertiti -

Well Nefertiti had its humble beginnings from “Nefertiti Jewelz” a collection of bold statement necklaces which are funkier, colorful, and loud in style.

After a while, we decided we want to create something different in style as an extension of our accessories line. So we created a different style for “Nefertiti” clothing and I also want to make sure Nefertiti website design embodies that. I thought we managed to undergo the transition quite well.

Whose Nefertiti’s style icon? I like to think that Nefertiti is our modern interpretation of femininity meet masculinity. Some girls don’t want to dress too girly and the others want to be edgy without looking like a butch. For masculine style I love Tilda Swinton and Kate Moss. I love how they mix their jeans, tux, and pants with the rest of the outfits. For feminine style I love seeing how Kristen Stewart and Rooney Mara wear their dresses but still looking strong.

Do you have a favorite fashion quotes? “You have to ask yourself: ‘How many ways could I wear this? Could I wear it to work? To dinner or drinks? Will it span the seasons?’ If you have to think too hard about those questions then skip it” – Michael Kors. This has been my mantra in designing Nefertiti.

Who do you guys think is the modern day Nefertiti? Kristen Stewart. She is becoming more and more comfortable keeping up with trends and experimenting with fashion but she doesn’t like to be dictated by it. She put on sneakers the minutes she’s off the red carpet appearance. It’s clear that the girl wears what she like and how she likes it!

What is the perfect event to wear Nefertiti? Anytime, except bedtime hahaha. But maybe we’ll have sleepwear in the future. No, I’m kidding.

What’s in the future for Nefertiti? Oh Gosh. We will have shoe line for sure, yay!. And it will be made in genuine leather with an affordable price. Also I would love to be accepted more in a fashion communities local or internationally.

How do you think the local fashion scene in 2013 is gonna be? It’s going to be interesting.

As for the Summer 2012 collection you seem to have 3 different collections, what difference in them? Actually it is one collection but we decided we want to make 3 look books showing variety of looks that you can play with.

What is it about Nefertiti that set it aside from the other local brands? Good value of money. We have good quality controlled product, highly technology precision cutting, using imported fabrics which produced by excellent manufacturer with more than 10 years experience in this industry. Many of our items are

basic items, so it is very wearable and will span the seasons. Yet all of that with a very affordable price. We range bettween IDR 150,000-350,000.

What would be Nefertiti’s perfect theme song? Flight Attendant by Josh Rouse. or Pumped Up Kicks by Foster The People.

If Nefertiti is to be a Greek God, who would it be? Aphrodite, God of beauty.

Photos by Nefertiti

http://www.localbrand.co.id/nefertiti