By Nina Hidayat for Prestige
The brains behind the successful local brand Major Minor admit that “it all started from a creative rut”
Ari seputra could have grown complacent from the academic and commercial success he had in the 2000s. He was the first Indonesian teacher at Esmod Jakarta, a French-originated fashion school, and his ready-to-wear label Elaborate by Ari Seputra was doing well in stores. On top of that, he was becoming a go-to name among Jakarta’s fashion enthusiasts who sought custom-made dresses.
But Seputra felt he needed to shake things up. “I felt that I spent too long designing similar clothes, chiffon tops with drapery, sequins and all that. Although there was a big demand for it, I thought that I needed to get out of the design comfort zone. I wanted to be current, be in the now.”
Photography: Robby Agus