MAR. 09, 2018

Newcomer brand questionnaire | I.K.Y.K (I KNOW YOU KNOW)

Anandia Marina Putri

Asian Fashion Meets TOKYO (Indonesia) 2018AW




Anandia Marina Putri


Women’s / Ready To Wear, Bags, Shoes, Accessories

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

My Mom. She’s forever and always my muse. From the very first start I decided to build this brand. I want to be something that can be inspiring for other people.

―What is the brand’s concept? What do you want to communicate through fashion designing? What are the images of men and women you want to project?

Concept of this brand is, Modern Modest Wear, Sophisticated but unique. You can be still really cool eventhough you are cover with a lot of fabrics and layers. Not showing too much skin, but you still could be a really tres-chic one. I want people who wearing our collection are the people who appreciate life, and anykind forms of art, powerful people but with a humble heart.

―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

Deep conversation with my beloved people really help me a lot to get thru all the process. I saw people face, I talked with them, I learn how they styling their clothes, I touch the fabrics, I discover their behaviour, I capture people on the street, I travel sometimes, I cried too, and lot of things I did for developing design.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

big online retails and concept stores. Typical of IKYK followers: they appreciate arts, have a good lifestyle, modest and religious at the same time, they like to try new stuffs, they love the brand image.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

We love Asian cultures. Lot of things we can figure out. We are from Indonesia a multiculture country. We love layers styles, eventho we are born in tropical country but doing layering styles never get us bored. I personally adoring Pheobe Pillo, Yohji Yamamoto and of course Rei Kawakubo. I mean they are truly brilliant.

About 2018 A/W collection

―Why have you chosen Tokyo(Amazon Fashion Week TOKYO) as the venue for presenting your collection?

Because one of our aim is to enter Asian market esp, Japanese market. We want the audience have a chance to see our collection as one of the international modern modest brand which also in the near future can be available in any Japanese stockist.

―What is the concept / image for your brand’s 2018 A/W season?

The concept is to unite culture, from Indonesian culture, especially from North Sumatera, that is culture from my father’s family. Because the culture of North Sumatra “South Tapanuli” has not been much explore to be included in the international fashion component. And we will combine with modern and modest style from many big cities in asia, including Jakarta, Tokyo and Osaka. The point is we want to give something traditional but also modern and modest at the same time with touch and style from IKYK.
We want to present what IKYK modest wear really is.

―What is your vision for your show / installation?

Something that is very imprinted in the hearts of the audience who came to our show.


―What are your brand’s future outlook and goal?

We hope to expand into the global market. Especially our dream that is able to expand our market to other Asian countries, one of them, Japan. We want to spread the happiness and good news that modest and mosmlem wear are acceptable in many different parts of the world, and not necessarily related to any races or religions. Because from fashion we can unite without any differences.


―What does Tokyo represent for you?

Tokyo is, one of a kind.

―Which parts / sites of Tokyo do you like most? Why?

Every corner of Tokyo.
Like the city planning and layout in Tokyo. Its all very efficient, and very organized. Making it easy for pedestrian to access and browse all parts of the city.

―What are your favorite / recommended shops (of any genres, e.g. fashion stores, homeware stores, food services), facilities and sites?

I personally love how Tokyo people protect and keep their clothes. So when they finally selling it as a second hand product its still in very good condition. I love lot of second hands store around Shibuya (forgot the name but I know exactly the location, it’s so small but they have many collections from Comme des garcons archives, also Sacai, and Yohji Yamamoto) for other area I love Omotesando area, Yoyogi park, and Ginza. DSM Ginza always the first place I should check when we arrived in Tokyo at the first day. Also I love to pay a visit to any BEAMS stores. Esp, in Shibuya Beams women. There’s a lot of hidden Beams store around the Tokyo city, even when I get lost at the station near Shimokitazawa we could find Beams store there. Love the transportation (Subway) and the pedestrian really comfy. I also love Daikanyama area. And I like how they always have something to explore in their Museum. Well, to be honest there so many place to visit when in Tokyo.

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