Local Fashion Brand Strategy Draws Media Attention

A strategy for local fashion brands to gain media attention involves more than showcasing garments. Through media coverage, a designer’s work is not just known within a small circle but also has significant potential to attract interest from potential buyers and investors. However, amid a surge of new fashion labels, journalists apply strict screening standards before deciding to cover a collection. Besides the quality of the garments, a brand’s readiness to communicate and present itself in public appears to be a major determinant closely watched by reporters. ‘Besides the designer’s name, the collection being shown must also be fresh. We also scrutinise social media, as that is a consideration too,’ said Daniel during a JF3 discussion titled ‘Recrafted: Shaping the Future’ at Summarecon Discovery, North Jakarta, on Tuesday, 19 May 2026. The journalist who has long studied the fashion world notes that a brand’s online presence now functions like a main storefront. If a brand’s social media accounts or website appear neglected, credibility can quickly fall. Daniel adds that a brand’s digital track record strongly influences media decisions on coverage. ‘In other words, its presence on social media. Is it legitimate?’ he asked. Business consultant and fashion writer Linda shared her disappointment while preparing a recommendation article on local bag brands for foreign publication. She found some brands whose accounts could not be tagged at all by users on social media. ‘Imagine. Nowadays there are brands whose Instagram accounts cannot even be tagged. That is a serious misstep in today’s media landscape,’ Linda lamented in the discussion.