Stepping onto the global stage with elegance and bold innovation, showcasing the charm of Indonesia to the international fashion scene

Buttonscarves, a fashion and lifestyle brand from Jakarta, is making waves on the international fashion scene with its debut at Dubai Fashion Week Spring/Summer 2025 on September 5, 2024. This milestone marks another significant step in Buttonscarves' journey as it solidifies its position as a prominent Indonesian brand making its mark on the global stage.

Following successful showings at major fashion weeks such as New York Fashion Week A/W 23-24, London Fashion Week S/S 23-24, Kuala Lumpur Fashion Week, and Istanbul Modest Fashion Week, Buttonscarves unveiled its latest collection, Lucent Dusk, at Dubai Fashion Week. The collection features a palette of neutral tones and luxurious materials, including satin, jacquard, tweed, cotton, and organza. Intricate emboss patterns and bead accents add an elegant and distinctive touch, showcasing Buttonscarves’ unique aesthetic.

In addition to its stylish outfits, Buttonscarves introduced larger versions of its iconic bags, such as the Nina Bag, Mindy Bag, and Beverly Bag. This bold move demonstrated the brand’s willingness to innovate and experiment, creating a strong statement on the runway and offering a fresh perspective on fashion accessories.

Held at Dubai Design District (D3), Dubai Fashion Week S/S 25 attracted notable guests from around the world, including the Indonesian Ambassador to the United Arab Emirates, H.E Husin Bagis, representatives from the Indonesian Embassy in Abu Dhabi, and prominent Indonesian celebrities like Alyssa Daguise, Putri Marino, and Laura Basuki. Their presence highlighted strong support for the Indonesian fashion industry’s growth on the global stage.

The event also caught the attention of prominent designers and public figures, including Malaysian designer Rizman Ruzaini and international influencers like Rania Yehia, an Egyptian actress and ambassador for the Egyptian Ministry of Tourism. Norwegian-Somali supermodel Rawdah Mohamed, the first Muslim editor at Vogue Scandinavia, also attended, reinforcing Buttonscarves’ reputation as an inclusive and diverse brand.

Linda Anggrea, CEO of Buttonscarves, expressed her excitement, saying, “Our dream is to bring Buttonscarves to the global stage through the #ButtonscarvesGoesGlobal campaign. By participating in Dubai Fashion Week, we show that creativity and passion know no bounds. Every step we take is part of a long journey to make Buttonscarves a globally recognized brand that inspires and makes Indonesia proud.”

Buttonscarves’ presence at Dubai Fashion Week is part of its larger #ButtonscarvesGoesGlobal campaign. The brand has previously collaborated with Halima Aden, the world’s first hijabi supermodel, for Istanbul Modest Fashion Week 2024, where she served as the icon for The Crown Series collection. These strategic initiatives further cement Buttonscarves’ position as a leader in the global modest fashion market.

As part of its global expansion strategy, Buttonscarves also unveiled giant bag installations in major fashion capitals such as New York, London, Paris, Kuala Lumpur, and Istanbul. These installations not only captured public attention but also symbolized the brand’s journey to the world stage, demonstrating that Indonesian local products can compete and thrive on a global scale.

Buttonscarves’ debut at Dubai Fashion Week S/S 25 is more than an international launch; it’s a declaration that Indonesian brands can stand toe-to-toe with global fashion giants. This achievement inspires the Indonesian fashion industry to continue evolving, contributing, and making its mark on the international scene.

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