The young knows well how to dress for success
The young knows well how to dress for success
JAKARTA (JP): The past decade has seen a tremendous rise in
fashion consciousness among young people in Jakarta. Those
twenty-somethings -- in relatively well-paid jobs -- are
positioning themselves as one of the most important markets for
the fashion industry here.
"They are amazing," commented senior fashion designer Chossy
Latu. "They are very well educated in fashion appreciation and
also in its application when they dress."
Following a trend, they are aware of its small but very
important details, such as color co-ordination, in their total
look. "I think this consciousness has been increasing positively
since six or seven years ago," Chossy added.
Apparently the fashion phenomenon is influenced by various
elements. Born in the 1970s, when the country was enjoying
economic prosperity, many of the fashion savvy generation were
raised under good conditions, got good educations, and now they
have good jobs with financial security.
"And don't forget the fact that they live in an era with no
boundaries, where there is unlimited access to information both
nationally and internationally," Chossy added.
Furthermore, the geographical distinction of Jakarta as the
country's biggest business center drives these white collar
workers to compete with their professional colleagues from other
large cosmopolitan cities in the world. This seriously affects
the way they dress.
Forget about the scorching sun or the heavy rain, these young
executives drive their own car and work in comfortable offices
that provides a conducive atmosphere for them to express their
fashion desires. Women, mostly with shoulder-length hairstyles or
shorter, like to wear two-piece business suits accessorized with
pump shoes and a leather briefcase.
They typically have more than one favorite fashion designer.
For exclusive party outfits, they often choose one of the local
designers, while for ready-to-wear collections, they might select
international brands, said Chossy, whose full-length dresses
carry a price tag of at least Rp 2 million each.
While some do not hesitate to outlay millions of rupiah for
their clothes, some are more careful with their spending. But one
thing is certain, they give weight to comfort, and they have
their own style.
Riana Taluki, 26, senior executive at HSBC in Jakarta:
My job requires me to meet a lot of people, so, my appearance
must be extremely good, especially if I am required to make a
presentation. If you don't dress properly, you won't feel
confident. To me, this is really important because it gives the
impression of what you want to personally project.
Coordinating colors is important, things should match from
hair to toes. Imagine if you dress well, but there are holes in
your socks.
But of course, communication skills are also crucial if you
want to secure a deal.
I spend a lot of money on my appearance, about 40 to 50
percent of my salary. Well, I have the luxury to spend because I
am single and I support myself. I don't have to worry about a
house or a car -- I am fortunate to have received them from my
parents.
I do the big shopping, like buying business outfits, once
every three months when I travel overseas. Yes, I love traveling.
I take a long trip, usually to the U.S. where my sister and
brother live, once a year. Two, three or four times a year I
travel not so far, such as to Singapore, Bali or Medan -- where I
participate in professional training.
For my suits, I like Armani, Anne Klein or Donna Karan. For T-
shirts, I prefer Calvin Klein. My shoes? Feragamo, Belly, Charles
Jordan. For dresses it is the Jessicas, from Beverly Hills.
I never buy my clothes here because I don't want to bump into
another person wearing the same outfit.
I graduated from Ohio University, double majoring in marketing
and management. When I was still in the U.S. I worked at JC
Penney as a management trainee, which increased my fashion
awareness. But even before that I already liked fashion.
My handphone is a Nokia 8850. The color? That type has just
one color, silver. I have changed my handphone six times -- that
includes one which was stolen. Why? Actually I don't like
changing my handphone, but ... oh, the temptation to get a new
one is sometimes irresistible.
Trully Nainggolan, 25, public relations executive of LaSalle
College International, South Jakarta:
I used to buy things that were funky and colorful but since
I've had a job I prefer to buy tailored dresses. I have said
goodbye to my bright and complicated design outfits with their
colorful matching accessories. There go my Miss Matching old
days.
Now I prefer to pick more dignified clothes, something classic
so that I can mix and match it with other pieces from my
wardrobe.
My favorite shopping location is Plaza Senayan, where I can
get a gown from Ghea S. Panggabean's boutique, or grab a tailored
jacket or blouse in Metro Department Store. I mostly choose plain
colors. For shoes, I like the designs from Europe.
Almost half of my paycheck goes toward my routine shopping.
What can I say? I have a lot of excuses: I have to go shopping
when I am in bad mood; and I also treat myself to shopping when I
am happy.
Keke Hidayat, 26, public relations manager, Hyatt Regency
Bandung:
Like other employees in the hotel I wear a uniform to work.
When I have to attend meetings that allow me to wear something
else, I dress in my business suit. I don't really follow fashion
trends. I like the classic looks, with colors of dark blue, gray
or black.
I don't have a lot of clothes and I don't really care about
the brand. What's important is that they look nice and are
comfortable. Most of my clothes are locally made, like those of
Accent and Invio. I bought my blazer and jacket at prices between
Rp 300,000 and Rp 1.5 million while the shirts were around Rp
150,000 and Rp 200,000.
When I visit a shopping mall and I see nice shoes, I like to
buy them. But that doesn't mean that I have a huge collection of
shoes -- only nine pairs, mostly black. They are not expensive,
costing between Rp 200,000 and Rp 300,000.
After I graduated from university, the School of Law,
University of Parahyangan, I went to Australia to study. But I
ended up working, for less than a year, and then worked in Bali.
In Australia and Bali, people dressed very casually. The
Australians I worked with were out of fashion, their clothes were
rumpled, and maybe this influenced me.
Bandung is nicknamed the Paris of Java. The people are quite
trendy. As for myself, I have my own style which I am quite
comfortable with.
I drive to work, my car is a 1990 Charade. It's an old car but
I like it. I borrowed money from my mother to buy it. My father
died when I was in elementary school and since I was a kid I have
worked, helping my mother cooking -- she was a food seller. When
I was in high school I drew caricatures and sold them to my
friends.
Evie Alfini, 28, senior secretary of PT Rama Prada Kriya,
Jakarta:
I usually wear a two-piece suit, just anything that reminds me
of Ally McBeal.
Unlike Ally, who wears mini-skirts, I will ask my favorite
designer to add an extra length to my skirt. Mini-skirts, like
Ally's, are not very comfortable for working. A knee-length skirt
is my preference.
I go shopping at least once a month, and my favorite place is
Pasaraya, Blok M. Practicality is the condition I specifically
desire -- the wearable element must come first. Then it doesn't
matter whether my suit is Armani or its local copycat, as long as
it looks good on me and I feel great wearing it.
Benny Joesoep, 30, deputy director of the finance department
at Daimler Chrysler's Mercedes factory in Gunung Putri, south of
Jakarta:
It's so difficult for me to find the right tie. I have to
consider the color, the design and the material. It should not be
too bright and not too conservative. I like silk, but it should
not be too thin, and not glossy. I don't care about the brand. As
long as it is nice, I will buy it even if it only costs Rp
20,000.
Today, I'm wearing a Hugo Boss checkered shirt. I bought it
not because of the brand, but because it is comfortable. My
trousers? I don't know the brand ... I'm afraid I have to go to
the men's room to find out. I have trousers which carried a price
tag of Rp 90,000, but I also have some from Jack Nicklaus' label.
You know..? The golfer.
I don't wear suits in my office, but I always have one in my
car (a silver Mercedes C 230T). It's an Executive 99, which costs
less than Rp 1 million. I do have Hugo Bosses and some other
designer suits but, again, I do not buy things because of the
brand.
I only have three pairs of shoes: one pair of sports shoes and
two others for work. I like the strong, comfortable ones,
regardless of the brand.
Because of the way I look some people do not believe that I am
the deputy director in the financial department, with over 30
direct subordinates. But that's fine.
What's important is that we dress neatly -- I hate any creases
in my clothes.
You see, I am quite stingy with myself. I prefer to save my
money, or to spend it for other things like eating out. I enjoy
food. I like any kind of food: Indonesian food, Japanese,
Italian, French. My favorite restaurants are the Italianni's in
Senayan, Edogin on Hotel Mulia and Kirishima in Gran Melia.
I use a Nokia 7110, the one with web access. I got it from the
office, but I've never used the web.
I am the ninth of 10 children in my family. My father died
when I was 12 and we were taught to be independent from a young
age. I studied at the Berlin Institute of Economics and had to
work to support myself. I know how hard it is to make money,
therefore I am quite careful with my spending.
Budi Santosa, 28, senior graphic designer at Astaga e-
solutions in Jakarta:
Your appearance is really important because it is what people
notice for the first time. So we must dress neatly. You can be
neat in T-shirts, too, as long as they look nice. I like Armani
T-shirts, the material is comfortable, the cutting is nice and so
is the color. For my suit, I like Boss. Why? Because I lived in
Germany (for nine years) and there was an outlet where I could
get Hugo suits at a low price.
I returned to Indonesia in February and since then I've never
bought any new Hugo Boss suits because when I convert the cost
into rupiah, it is very expensive. Here, I buy my clothes at
factory outlets. But then you have to face the risk of bumping
into people wearing the same clothes. But I don't go out much, so
I guess it's ok with me.
It's quite difficult for me to find a tie. I have to consider
the size, the motive, the color and the material. I haven't
bought any new ties here but I don't really worry, I already have
about 50 ties.
Cologne is a must. Usually I use Boss, but right now I am
using Romance, from Ralph Laurent. It's not that I smell bad, but
the smell gives you a kind of distinction. For instance, my ex-
girlfriend once said that when she met somebody using Boss
cologne, it reminded her of me.
I have changed my handphone four times. The one I use now
is the Nokia 9110, which has an organizer.
I like eating out for lunch and dinner. About 40 percent of my
salary goes toward food. Maybe after I get married, I will spend
less on food.
Tri Ayu Noverani, 28, a producer at Broadcast Design
Indonesia:
I graduated from the Institute of Political and Social
Sciences here and I have been working at this office since early
1997. In my first year, I always wore suits. But now that I
already know my clients and the other people here, I don't wear
suits. I usually wear long sleeve T-shirts, black jeans and
leather shoes. Anyway, the people I meet do not wear business
suits either.
Because I often meet artists, sometimes I follow their style.
For example, when Diana Punky opened her fashion store, I bought
some of her clothes.
I am not brand-conscious. But for jeans, I like Levi's.
They're really comfortable. I could buy three or four shirts or
T-shirts in a month, not the expensive ones, though. Once I spent
up to Rp 1.5 million to buy a dress, kebaya -- that's a lot of
money! And if my mother knew ... she might complain. There is
always space in my wardrobe because I often give away my clothes
to charity.
I love perfume. For the past three years I have used Bulgari,
for men, it has a mild fragrance I really like.
One thing that I always have in my bag is my hair dryer. I
like clean, neat clothes, nice hair and a good smell. (Agni
Amorita/T.Sima Gunawan)