Glamorous Escada goes couture, and so does its prices

Glamorous Escada goes couture, and so does its prices

JAKARTA (JP): Glamor and elegance was the theme of the Escada
Couture Fall/Winter 1996/1997 collection fashion show tour here
last Friday.

Jackets matched with simple little dresses, skirts or trousers
were offered in a wide selection of luxurious colors, styles and
materials. Cocktail dresses of many cuts -- short, long, sculpted
bell-shaped, were all designed to suit glamorous evening events.
Even ball gowns were on offer.

According to Claudia Schild-Reuter, Escada's overseas director
for Asia and the Middle East, the research done before they came
up with Escada Couture -- the new extension of Escada's fashion
line -- shows that the demand for this kind of clothing, cocktail
and evening wear, has increased in the past couple of years.

"In the 1980s, it was a bit out of fashion to dress up, but
now it is definitely coming back," she said.

Apart from color and fabric selection, details on designs are
still the charm of Escada creations. Little bows on jacket cuffs,
diamond-like buttons, beads or embroidery are eye-catching
details that do not complicate the simplicity of the designs.

The couture collection keeps the combination of colors simple.
Purple, blue, white and black are still in favor, but pink, red
and even brownish gold selections are also available. Most
designs are in one color with little adornments of either silver
or gold.

Accents are stressed through fabric mixes. A black velvet
dress with stretched lace and boa feather on the cuffs, a white
silk-satin pirate blouse combined with black sweeping pants, or a
maroon skirt with matching jacket that has black velvet details
on the collar -- all are very stunning and elegant.

Out of 173 outfits that were brought out from Germany, 42
pieces were presented by six models at Kalimantan-Maluku Room of
the Shangri-la Hotel. Since all outfits were originals in this
Fall/Winter collection, they will be taken back to Germany after
the tour is completed.

Although this collection will be on the market in August, not
all of the designs will be offered in Indonesia. Sonia Rasad, the
operation manager of Escada Indonesia, said that only 10 percent
to 20 percent of the collection shown will be sold here.

Considering not all the outfits will be suitable to wear in
Indonesia, the pieces that will be offered are mostly three-piece
outfits and simple dresses, according to Rasad.

With prices ranging between Rp 400,000 and Rp 14 million
(US$170 and $5,957), Escada Couture is limited to the upper
classes. Most of the guests at the show agreed that they were
looking for quality in the designs.

Schild-Reuter, however, is very optimistic about the show and
the expansion of Escada Couture to Asia, Indonesia specifically.
Other than the fact that there are more formal events going on
which require formal wear, she believes that after 12 years in
Asia, Escada has managed to successfully penetrate the right
market.

With the upper class, and working women as the target, Escada
has its own market and stands strong among its competitors,
according to Schild-Reuter.

The show was part of the Escada Couture Asian Tour that
covered six countries -- South Korea, Thailand, the Philippines,
Taiwan, Indonesia and Malaysia.

-- Thalia Kamarga