Creative Leadership Regeneration Drives Fashion Brand Growth
The dynamics of the fashion industry demand that every brand continuously adapt and update its business strategy. Amid increasingly competitive rivalry, the key to long-term sustainability rests not only on product innovation, but also on a company’s courage to carry out regeneration and entrust the baton of creative leadership to the next generation of leaders.
This is what local brand Buttonscarves has done by announcing Mifthahul Jannah as its new Creative Director. This marks a new chapter in Buttonscarves’ creative journey, as well as the first time the brand’s creative leadership position has been passed on after more than a decade under the direction of Founder Linda Anggrea.
“Building a brand is not only about creating products. More than that, building a brand also means providing space for people to grow, and trusting them to carry on a vision,” said Linda Anggrea, CEO of Modinity Group, in a press statement on Wednesday (19/8).
“Mitha has been part of Buttonscarves from the very beginning and has grown together with the brand. Through her dedication, creativity, and deep understanding of the brand’s identity, she deserves that trust. I believe that providing space for the next generation of leaders is an important part of building a brand that can continue to grow and endure in the long term,” she continued.
Mifthahul Jannah, familiarly known as Mitha, now leads Buttonscarves’ creative direction by uniting fashion, beauty, fragrance, retail, and brand experience under one vision, in line with Buttonscarves’ ambition to continue growing in the global market.
Having had a love for the world of fashion from an early age, Mitha has been an important part of Buttonscarves’ journey since the beginning of its development. Previously serving as Chief of Product Development at Modinity Group, she was responsible for product development for all brands under the group, while also playing an important role in shaping Buttonscarves’ creative identity, retail and store concepts, and the overall brand experience.
Besides Buttonscarves, Mitha is also Creative Director and Co-Founder of Benang Jarum, a ready-to-wear fashion brand under Modinity Group. In that role, she leads Benang Jarum’s creative vision, from collections and campaigns to the overall brand expression.
With increasingly broad responsibilities, Mitha now leads the largest creative portfolio at Modinity Group, encompassing Buttonscarves, Buttonscarves Beauty, and Benang Jarum. In this role, Mitha now leads the creative direction of Modinity Group’s core businesses in fashion and beauty, while strengthening the unity of creative direction between Buttonscarves and its growing beauty line.
“I am very grateful for the trust given to me and feel honoured to be able to continue a journey that means so much to me, both personally and professionally,” said Mifthahul Jannah.
“Buttonscarves has been an important part of my journey, and I am enthusiastic about continuing to take this brand forward. My commitment is to preserve the identity and values that our community has come to love, while continuing to present new ideas, meaningful innovations, and creative perspectives that are relevant for the future,” she continued.
Under Mitha’s creative leadership, Buttonscarves will continue to develop its approach to product innovation, retail experience, brand storytelling, and creative campaigns.
At the same time, Buttonscarves Founder and Creative Director Linda Anggrea will broaden her focus to lead Modinity Group and strengthen the ecosystem that houses all its brands. That focus includes strengthening the supply chain and business operations, talent development, strategic partnerships, and market expansion.