LocalBrand.co.id March 2014

L I V E

Exclusive Interview

ALEXANDRA ASMASOEBRATA

S I M P L Y

THE IT STYLE

Featured Brand

LEAP OF FAITH

issue no.

28 MARCH 2014

monochrome

E Di t O R ’ s

Lett er

People with black clothes are very common.

comfy black blouse, I use it to experimental

In the other hand, people who don’t have

clothes. People define black with their own

any black in their wardrobe are rare to find.

approach, so what’s yours then?

We always have all those dark side. They

Dwimayu Budinastiti

walk in one tone color head to toe, blue-ish, red-ish, pink-ish, but there’s no such word like black-ish or white-ish. They define absolute, bold, and shade. Me have a plenty black dress with various models, vice versa my hues dresses quite simple with less detail. My blacks define as sexy, seductive, bold, and odd yet. When I wear my blacks, people ask me where did I bought it, how I made it and et cetera and I feel good for sure. Black is not safe for me. Yes, as a color indeed, but when I put it on my wardrobe, my blacks always have details! I don’t have any little black dress with simple cut or super

Editor in Chief

CONTENTS P. 2

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E d i t o r ’s L e t t e r

P. 3

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Contents

P. 4

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Cover Story-

P. 6 - 1 1

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Meet the Icon ~

P. 1 2 - 1 4

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C u r r e n t Tr e n d

P. 1 5 - 1 7

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Mix & Match

P. 1 8 - 2 3

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Pattern in Repeat

P. 2 4 - 2 5

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F e a t u r e d B r a n d - L e a p o f Fa i t h

A L E X A N D R A A S M A S O E B R ATA

ARTICLE

MAGAZINE

Cover Story

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March 2014

6

Cover Stor y.

IN STYLE

MAKE UP

Alexandra Asmasoebrata

Dewina Aprianasari

PHOTOGRAPHER

LOCATION

Putra Agung Mahendra

Local’s Studio Jl. Haji Salim II No. 54

STYLIST

12140 - Jakarta Selatan

Dwimayu Budinastiti

Te a m

EDITOR IN CHIEF

FOLLOW US ON

Dwimayu Budinastiti

is published by

Twitter : @LocalBrandID

GRAPHIC DESIGNER

PT. Local Intech Solution

Facebook : LocalBrand.co.id

Krishna Pradana

Jl. Haji Salim II No. 54

Instagram : LocalBrandID

Ridwan Hadinata

RT 001 / RW 015

TEAM

Kel. Gandaria Utara

CONTACT US

Karina Damayanti

Kec. Kebayoran Baru,

Blackberry PIN 2678783D

Putra Agung Mahendra

Jakarta Selatan - 12140

SMS/WA +62 858 3015 3333

Dimas Nalendra

Phone. (021) 3025 3333

LINE LocalBrandID

Bhuana Paksi

support@localbrand.co.id

Marchelynn

www.localbrand.co.id

Tammy Tjenreng

C onnect s t alent s & c li e n t s i n c r e a t i v e i n d u s t r i e s a r e a Join us a n d s e n d yo u r p o r t f o li o t o info @loc a lt a le n t . c o. i d

ARTICLE

Meet the Icon

Misty T-Shirt BLACK ROOSTER IDR 105,000 Bombay Runner Shirt ARAFURA IDR 295,000 Raj Blue Cardigan ARAFURA IDR 265,000

MAGAZINE

March 2014

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ARTICLE

Meet the Icon

MAGAZINE

PAGES

March 2014

7

Meet THE icon

alexandra a s m a s o e b r a t a

She used to cover up her last name in her daily life. She didn’t like to show off her another side, as a racer. Even she grown up in a man world, you won’t see her as a boyish woman. Her figure is presenting a well maintained urban woman with a black long hair, slim fitted body, and polished tapering fingers. She define herself as a dual personality. You can catch up her humbleness outside the race and vice versa, you won’t find it when she’s in area.

“I’m totally different person when I’m in race, I won’t talk and I won’t smile neither. You won’t like me there.”

PHOTOGRAPH BY Putra Agung Mahendra MAKEUP & HAIR DO Dewina Aprianasari STYLING & INTERVIEWED BY Dwimayu Budinastiti

ARTICLE

Team Interview

Kano Knit Sweater ASK IDR 645,000 / Aloha Printed Trouser ARGYLE&OXFORD IDR 310,250 / Rainbow Jam Shirt His Daughter IDR 225,000 NMint Phyta Parka PINX IDR 300,000 145,000

MAGAZINE

2nd Anniversary Edition

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ARTICLE

MAGAZINE

Meet the Icon

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March 2014

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Transparent Lace Top DAY AND NIGHT IDR 399,000

Cropped Silver Blouse NOSLAB IDR 255,000 / The Found One Skirt VANISHING AND VOUND IDR 289,000 / Sleeveless Back Cotton Stripe SOLO IDR 375,000 / Tie VANISHING AND VOUND

WHAT’S THE MOST FAVORED PART OF YOUR BODY? Definitely hair!

WHAT DOES IT MEAN FOR YOU TO HAVE A WELL-MAINTAINED BLACK LONG HAIR? Practically my hair is pretty troublesome. Once, I’ve hair-washed in very early morning. And I overslept with a wet-head. When I woke up in a late night, my hair not even came up in moist, still wet indeed.

But this mean much for me, my hair became my self statement since racing in junior high. I don’t like minded about people opinion, racing is manly.

Through my appearance I want to ascertain, woman can do man stuff without looks like boyish.

“ I have an alter ego.

While in race area I don’t do make up. I’m not a friend that you can talk to without being peeved. “

HAVE YOU EVER DONE ANYTHING TO YOU HAIR? Nop! I have no gut actually. My hair never been colored and I even have this hair style since I was in 6th grade, hmm around 2000! So I’ve been living with same hair cut over 14 years.

WOW, WHY? DO YOU REALLY LOVE TO KEEP YOUR HAIR LONG? I used to have a short hair. When I’m in kindergarden I have a bob hair style and keep growing when i move to elementary. My dad used to discouraged me to cut my hair, he doesn’t quiet like it. And now my boyfriend consentaneous with him.

> > >

ARTICLE

Meet the Icon

MAGAZINE

March 2014

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My appearance my personal sta IS THERE ANYTHING THAT YOU DO TO STATE YOU ARE A WOMAN RACER? No. Even my appearance become by personal statement, but I don’t do just for another opinion. I do it because I am. I love do woman stuff such as go to beauty parlor, make-up, nail polish and all those girly things.

WHAT’S DIFFERENT WITH YOU IN STAGE AND OFF STAGE? I seem like have an alter ego. While in race area I don’t do make up, I don’t ever wear sun block! I wear oversized tee and short. I admit that I am annoying in race! I’m not a friend that you can talk to without feeling peeved. So I prefer to go racing without being accompanied.

SO HAVE YOU EVER BEEN ACCOMPANIED BY YOUR FAMILY OR EVEN CLOSE FRIENDS WHILE YOU RACE ABROAD? No, not even my mom and dad. There’s only two best friend that have been watched me live. It’s not an excited moment, I don’t talk to them.

WHY IT HAPPEN? Maybe that’s how I handle the pressure. To get more focus, because I’m such a competitive person.

Stretch Mini Skirt Electric Blue SIN IDR 113,400 Sinatra Blazer V BY SILVY IDR 599,000 Lego Dress ASK IDR 485,000

Colorize Jacket M.Y.E IDR 325,000

SO YOU DON’T HAVE A SELFIE MOMENT BACK THEN? HAHAHA Yes indeed! I took pictures after the moment.

Black G Fluffy

ARTICLE

Meet the Icon

become atement.

Gmori Top PINX IDR 175,000 White TLBM IDR 250,000

MAGAZINE

March 2014

SO WHAT ARE YOU CURRENTLY DOING? I work for my dad, go to office by project. I still have an exercise, but not as much when I prepare for a competition. Because my car is in China, I take a lap there. But I keep my body fit by doing bikram yoga, horse riding, boxing, and running.

SO YOU’RE NOT A GYM PERSON? No, not at all. I’ve tried once, but feel so bored. haha.

WHAT’S THE PERK BY BEING A WOMAN RACER? Obviously, I surrounded by a man racer. Girls find that men with racer gear are cool. They must be envy me by being surrounded with all those pretty boy hahha Actually I’ve got crush once with one of them too.

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VICE VERSA? No one think woman with man gear is cool. All those boys doesn’t see me as a woman while in race. So there’s no such a lady first back there.

90’s

Current Trend

60’s

80’s

Black and white, not even define as a color. They stand for colors fusion. I prefer ful. Nonetheless many designers implied the creation through the decorative elements such as stripes, cutting edge, fabric, and patterns. Even though black and white less playful, they certainly could stand out as much as hue. So play shade, play in mono!

STYLIST Marchelynn PHOTOGRAPHER Dimas Nalendra

All Wardrobes by LocalBrand.co.id

50’s

70’s

2000’s

to call it tint and shade, they last longest. Refers to maturity in fashion, less play-

90’s

ARTICLE

Current Trend

MAGAZINE

March 2014

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Bianca Jeans

Long Sleeve tee LEAP OF FAITH IDR 220,000

CAPITAL CITIZEN IDR 249,000

Colton Belt Grey FONBELT IDR 129,000

Finger Crossed Hat LEAP OF FAITH IDR 190,000

Walker Black Derby Shoes ZAPPIER IDR 475,000

All In Shade

ARTICLE

Current Trend

MAGAZINE

March 2014

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White Black Pocket Blouse M.Y.E IDR 235,000

Moss Sagra Jacket PINX IDR 300,000

Windy Skirt POZA IDR 259,000

MP-PT-CT-Pattern Dino Stanp Black MANEQUIN PLASTIC IDR 130,000

Cristo Necklace MASSICOT IDR 200,000

Bronze Necklace MASSICOT IDR 200,000

Twinkle Shoes USHOES IDR 525,000

Back To Mono

SHOES

PANTS

BAG

Mix

SHIRT

&

Match

DRESS

Name all the goods that you find appealing! That exactly what I asked Febrian and Alexandra. They excited to open LocalBrand.co.id right away through our newly mobile site. They seemed hardly to decide the outfit that match perfectly. After minutes of short interview, they clicked the share button and got the looks that represent their current style.

Find the most suitable style for you by open LocalBrand.co.id through browser, click, share, and shop!

HAT

INTERVIEW Marchelynn / PHOTOGRAPHER Dimas Nalendra

JEWELLERY

ARTICLE

MAGAZINE

Mix & Match

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Mix & Match by

3

1

ALEXANDRA ASMASOEBRATA

WHAT DO YOU DO? I race, girl kicks boys ass, LOL. 2

WHAT DO YOU THINK WOULD BE THE NEXT TREND? More and more fringed clothes.

WHAT ARE YOUR DAILY READS? Kompas, Moda Operandi, F1.com.

5

WHAT WOULD YOU NEVER BE CAUGHT WEARING? High waist jeans.

4

YOUR MUST HAVE ITEM… Big black boyish watch LAST THING YOU BOUGHT ON THE INTERNET? Cosmetics.

COULD YOU RECOMMEND US THE BEST PLACE TO SHOP? Bergdorf Goodman on winter sale, lol.

INSTAGRAM : @AS_ALEXANDRA

1.

Beach Bralet White IMPROMPTU IDR 188,000

3.

Kara Printed Outer FYLO IDR 265,000

2.

Stripe Skirt DAY AND NIGHT IDR 299,000

4.

Chromium Delta TROVE FOOTWEAR IDR 769,000

5.

Daevy LABDAGATIC IDR 115,000

ARTICLE

MAGAZINE

Mix & Match

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March 2014

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1

Mix & Match by 2

1 4 2

FEBRIAN WHAT DO YOU DO? Musician, Socmed enthusiast.

WHAT DO YOU THINK WOULD BE THE NEXT TREND? Something clean and simple.

3

3 5

WHAT ARE YOUR DAILY READS? Hypebeast, Kinfolk 4

WHAT WOULD YOU NEVER BE CAUGHT WEARING? Versace Pattern Shirt LOL. YOUR MUST HAVE ITEM… Hat / Cap. COULD YOU RECOMMEND US THE BEST PLACE TO SHOP? Online (Localbrand.co.id) Shop (Goods Dept).

WHAT IS YOUR FAVOURITE TUNE AT THE MOMENT? Origami - Capital Cities IF YOU COULD HAVE A SUPER POWER, WHAT WOULD IT BE? Fly, so I can fly to the place that I’ve never been to.

INSTAGRAM : @_FEBRIAN

1.

Beebo AfrikaShirt SHY SHY KAT IDR 179.000

3.

Pants Green KOTONE IDR 175,000

2.

Laine Graise Vest BRANDLEY IDR 325,000

4.

Backpack 301 TAYLOR FINE GOODS IDR 350,000

5.

Tristna Shoes DAVU IDR 620,000

grEyscale

_ MODEL Gauzan Bustami PHOTOGRAPH BY Putra Agung Mahendra STYLING Marchelynn

Arctic Fox Hoodie ELVACKA IDR 349,000

Kill Your Doubts LEAP OF FAITH / Moyo Black CAPITAL CITIZEN IDR 259,000

Disco Slave Sweater ELVACKA IDR 329,000 / Wool Cap LEAP OF FAITH IDR 190,000

Stripes Henley LEAP OF FAITH IDR 250,000 Moyo Black CAPITAL CITIZEN IDR 259,000 Oxford Black Shoes BRANDENIM IDR 350,000

Grey Randa CHOPIN JAVA IDR 130,000 / Moyo Black CAPITAL CITIZEN IDR 259,000

ARTICLE

MAGAZINE

Featured Brand

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March 2014

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F E A T U R E D B R A N D

BRAND

Leap of Faith

1 FOUNDER

Ady Faruqi & Narantara Sitepu

WHAT DO YOU WANT TO BE? WHY DID YOU TAKE LEAP OF FAITH? We want to be the top pile of your wardrobe, the kind of clothing pieces that you want to wear over and over again everyday even though you have an abundance of outfits to choose from. We took this leap of faith because we are lovers of easily wearable and simple everyday outfits. If we create what we like, we’ll be passionate enough to sell it.

explanatory (which we believe it is), otherwise the logo doesn’t serve its purpose.

DESCRIBE LEAP OF FAITH PERSONALITY IN A SENTENCE… Blunt, practical, and uncompromising.

WHAT HAS BEEN THE MOST EXCITING MOMENT FOR LEAP OF FAITH SO FAR? The moments where we change some of our ideas at the last minute. To our surprise, those last minute changes often turn into best-selling articles. Ap-

WHAT’S BEHIND THE LOGO? Fingers crossed. It should be self-

HOW DID YOU GET CONNECTED EACH OTHER? Through friendship and common taste.

WHERE DO YOU THINK YOUR MAIN INFLUENCES COME FROM? Music, arts, humor, conversations.

parently the best ideas come last.

IF YOU COULD COLLABORATE WITH ANYONE RIGHT NOW WHO WOULD IT BE? Ernest Prakasa ‘cause he’s funny HAVE YOU ENDORSED PUBLIC FIGURE YET? No, but if Ernest Prakasa is reading this, contact us and we’ll hook you up with some gear. Oh, we did give a tshirt to Xandega of Polka Wars, but we don’t think he’s famous ................. ............... yet. #namedrop

> > >

ARTICLE

MAGAZINE

Featured Brand

March 2014

IF IT’S A NO, HOW WOULD YOU LOVE TO ENDORSE AND WHY? We’d like to endorse interesting people regardless of their degree of “fame”. People with interesting / fresh perspectives or a good sense of humor are always inspiring to us.

WHO’S YOUR ARTIST BEHIND THOSE ILLUSTRATIONS? WHAT’S THE CONCEPT? We do the ideation, creative direction and doodling amongst the three of us, but we hire a professional designer to execute and prepare the FA

WHAT KIND OF MUSIC DO YOU FIND

for production. The concept varies depending on what inspires us at the beginning of the process in each delivery.

WHAT’S YOUR FAVORITE PIECE OF LEAP OF FAITH? Obviously to us each and every one of our pieces has its own story. It’s like being asked to pick a favorite child.

> > >

WHAT KIND OF MUSIC DO YOU FIND REALLY INSPIRING YOU WHILE DESIGNING? We don’t associate ourselves with certain genres. So any kind of music that gets us excited at the moment, be it the thought-provoking lyrics, the nostalgic feeling it evokes or simply the interesting tunes - can be an inspiration to some extent.

“ WE WOULD LIKE TO ENDORSE INTERESTING PEOPLE REGARDLESS

REALLY INSPIRING YOU WHILE DESIGNING? We don’t associate ourselves with certain genres. So any kind of music that gets us excited at the moment, be it the thought-provoking lyrics, the nostalgic feeling it evokes or simply the interesting tunes - can be an inspiration to some extent.

BTW, the Indonesian independent music scene has really really stepped up their game. So, much respect to all those involved.

WHERE’S THE BEST PLACE TO WEAR LEAP OF FAITH? Wherever you can just be yourself and relax.

IS THERE ANY PLAN EXPANDING TO WOMEN’S WEAR? WHY? Not in the near future, because so far our clothes seem to have a unisex appeal. It’s efficient and it adds to the uniqueness of our brand, so we’d like to maintain it for now.

PLANS FOR 2014…

To do more experimentation and meet more interesting people. Oh and collaborations, there’s always room for more collabs.

OF THEIR DEGREE OF ‘FAME’. PEOPLE WITH FRESH PERSPECTIVES ARE ALWAYS INSPIRING TO US “ LEAP OF FAITH

INTERVIEW Dwimayu Budinastiti http://localbrand.co.id/LeapofFaith

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S I M P L Y