Summer 2017 Sweet Rebel

alex[a]lexa

SUMMER 2017
SWEET REBEL

Jakarta, 22 April 2017, selected as one of the designers to showcase their latest collection at Jakarta Fashion and Food Festival, alex[a]lexa chooses the theme Sweet Rebel to present their Summer 2017 collection. The collection takes its inspiration from the girl next door type who seems to be all sweet and proper, but with that hidden dark side which comes out once in a while when she is amongst her trusted friends.

With that girl in mind, the collection juxtaposes sweet and feminine elements like tulle, bow details, ruffles, see through details with tough sporty elements like metal hardware, screen printed sporty straps, and frayed denim. Oversized and boxy silhouettes compliment the girly see through tulle dresses. Denim bralettes worn under sleek biker vest in pin stripe fabric compliment the flared sweet skirt. While gingham skirt with a naughty high zippered slit, show peekaboo ruffled organza underneath. 

Fabrics like cotton gingham, linen viscose in pinstripe, and sweet yet sophisticated caramel twill are combined with raw denim and soft light tulle in olive green and dotted black, giving the collection a quirky yet wearable edge. Alex[a]exa’s Summer 2017 collection, SWEET REBEL, will be available starting from May 22nd 2017 at Fashionlink x Blackvenue Senayan City, The Goods Dept, and www.alex-alexa.com. The collection is also available for pre order starting from today through sales@alex-alexa.com. 


About alex[a]lexa

Alex[a]lexa is a fashion label founded by Monique Natalia Soeriaatmadja in collaboration with her husband and partner Sendy Soeriaatmadja. Having set out creating the label in Jakarta in 2011, the brand quickly became the talk of town with their modern take on urban dressing. 

Self taught with a basics of pattern drafting and fashion design taken through short  courses, Monique - the Creative Director of the brand, considers herself an eternal student learning from anyone and anything she encounters, and she applies this sense of studious curiosity in all of her designs. With a bachelor degree from the prestigious University of Indonesia majoring in Communications and a hobby for all things fashion and DIY, Monique - as the Creative Director of the label, sharpened her fashion taste as a beauty and fashion stylist and writers at several major publications such as Female and Cosmopolitan Indonesia. This interest combined with a Master’s education in Interactive Media at the Goldsmiths College, University of London, which is renowned university for their innovative and creative approach, gave the label their unique approach to design. 

One thing that sets Alex[a]lexa apart is their take on creating urban wear with a playful twist. This is done through injecting a sense of whimsicality in the form of prints and applications, which compliment their take on modern yet laid back silhouettes perfectly. Monique’s previous double role as a marketer and PR for multi national companies also gave the extra edge of what people working in the same area would want to wear, both to work and to play. 

In 2013 the brand was also selected to be one of the top 3 finalists for the prestigious Most Innovative Brand category for Cleo Fashion Award, which gave them a chance to launch their Spring Summer 2014 collection at Jakarta Fashion Week. The brand recently has also been listed as the new designer/brand to watch out for by In Style Indonesia, and previously by Free Magazine, The Jakarta Globe and The Jakarta Post. 


PRESS and COMMERCIAL CONTACT

Sendy Soeriaatmadja – sendy@alex-alexa.com

Kenji Kelana – kenji@alex-alexa.com