MAR. 05, 2015

Newcomer brand questionnaire | ETU BY RESTU ANGGRAINI

Restu Anggraini



Restu Anggraini


Women’s / Clothing



Brand information / About the designer

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

I started designing in 2010 because no one was making clothing I wanted to wear. As a muslim, it’s hard for me to find modest wear that fits with my style. At the time, modest wear was so monotone and quite tacky. I have an opinion on how modest wear should look and fit. Besides, art and fashion were among my first passions and hobbies. I never imagined I could work in any other sector. Art and fashion are always related, to me.

It set it all off! I wanted to be a part of this amazing world. I decided to study in Esmod Jakarta and learned everything about fashion industry, and at the same time selling my own modest wear design. Then, my design style which is simple, clean, and modern starting to get attention from our unique customers. From that point, I decided to launch “Restu Anggraini” brand in 2011 for smart casual modest wear outfit, and ETU for the premium collection, thanks to Indonesia Fashion Forward program that introduced me with professional fashion industry, where every single thing is considered, it’s not just clothing, but the branding and every other subtle detail too.


―What is the brand’s concept? What do you want to communicate through fashion designing?

ETU is created to serve the growing needs of women across the world seeking for honest Modest Workwear, allowing women to express their desires and personalities through simple yet cutting-edge design. ETU’s signature is simply chic, modest, clean cut, and unique details

ETU is about successful young woman who are making a living out on her own and addressing the balance between work and life.

She is very energetic and confidence. She is not seeking for perfection in life. She is just thinking about what’s wonderful for herself instead. Then boldly, audaciously, joyfully, leave the rest behind.


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

I wanted to make the things I love, through my observations of the world that surround me: people, colors, places, art pieces, magazines, etc. I can envision a garment in every detail, how it sits, the drape, the color, nuances in fabrications and so on. And after all, the only thing important is that I can convey this vision to the manufacturer or the design team in a clear way. Finally, I would say that designing is the way I found to create my own vision, and quite simply to express myself.


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

Our brand followers:

  • ・Women Age 22-45, Single or married
  • ・Young Professional with an aspirational lifestyle
  • ・Seeing herself of being powerful, confidence, and beautiful
  • ・Middle to High Class career women
  • ・Classy, elegant, socialite, fashionable but not necessarily follow all trends, urban lifestyle, spending most of her times seeing clients, colleagues

Current Stockist:

  • ・Brick and Mortar Store at RA Boutique Kemang, Jakarta Selatan
  • ・Brick and Mortar Store at fX Sudirman, Jakarta Selatan
  • ・Brick and Mortar Store at Rumah Ayu Boutique, Jakarta Selatan (consignment)

Online Store: HijUp.com


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

Hugo Boss, Alexander Wang, and Jason Wu. It’s actually hard to say where or how you actually get inspired as a designer. As a designer, I really love details and perfection in every aspects of fashion designing. Jason Wu and Alexander Wang design shows the unique combination of craftsmanship and tailoring with perfect engineering which really inspires me to create my own modest wear design. For me, their hallmark is confidence and precision, and that’s my designs are all about.

About 2015-16 A/W collection

―Why have you chosen Tokyo (or MBFWT) as the venue for presenting your collection?

My first intention is to become internationally recognized as muslim/ modest wear designer from Indonesia. Indonesia is the largest muslim market in the world, and the fashion muslim industry itself worth US$224 billion.

We’ve talked about it and thought about it before, and concluded that the opportunity to present my collection in MBFWT will help us grow in the right way.


―What is the concept / image for your brand’s 2015-16 A/W season?

In this 2015-16 A/W collection, ETU concept is about a woman who is very passionate about something she always dreams of. ETU will emphasize on more sophisticated geometry of the woven pattern that appears throughout the collection in collars, front, and sleeve panels.


―What is your vision for your show / installation?

The show is about confidence, feminity, and details.



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

Having at least two international buyers covering Asia and European market, and global investors to take the huge opportunity of Indonesia fashion muslim market.



―What does Tokyo represent for you?

Tokyo represents success and unique cultural roots


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

Sushi restaurant, Nintendo shop, etc


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