Tourism Minister states designers play key role in narrating Indonesian culture through fashion
Jakarta (ANTARA) - Tourism Minister Widiyanti Putri Wardhana stated that designers play a vital role in narrating the beauty of Indonesian culture through fashion works that highlight cultural heritage themes.
At the closing ceremony of Indonesia Fashion Week (IFW) 2026 in Jakarta on Sunday, Widiyanti noted that Indonesia’s success in introducing traditional textiles (wastra) to the world is inseparable from the dedication of designers who continuously transform cultural heritage into relevant, innovative, and pride-inducing works.
“Someone might first encounter Ulos through a collection on a fashion runway. However, after that, they begin to ask where this cloth originates, who made it, and where that culture flourishes. That curiosity is the beginning of cultural diplomacy,” she said.
This curiosity can encourage individuals to visit specific regions to learn more closely. Based on her experience visiting Lake Toba, the most lasting impression was seeing Ulos remain a living part of the community’s daily life.
“Behind every piece of Ulos are the skilled hands of Batak women who keep that tradition alive and passed down through generations,” she added.
Widiyanti stated that such cultural characteristics serve as the foundation for destination branding. She also observed that an increasing number of international tourists are making the purchase of Indonesian textiles a part of their travel itineraries. They visit Indonesian designers’ boutiques, explore galleries, and hunt for textiles across various regions to find the stories, craftsmanship, and cultural identity embedded in every piece.
Consequently, the Ministry of Tourism is currently strengthening shopping tourism as part of its high-quality tourism programme. This is because Indonesia possesses a vast wealth of diverse textiles, supported by designers capable of translating cultural heritage into works that continue to evolve and receive appreciation on the international stage.
Widiyanti expressed her hope that more works by Indonesian designers will inspire the world and that more tourists will visit to get to know Indonesia through its textiles, culture, and the creativity of its people. Furthermore, she assessed that fashion is not merely clothing, but a way for a nation to tell its identity. Indonesia Fashion Week demonstrates that fashion can serve as an entry point to introducing Indonesia to the world.
On this occasion, she also commented on this year’s IFW theme, titled “Threads of North Sumatra: Ulos Simetria,” which invites the public to see how a single piece of Ulos holds the stories of the Batak people when translated into the works of Indonesian designers. According to her, Ulos serves as an expression of creativity while introducing Indonesia’s cultural character to the world.
She also expressed her appreciation to the Indonesian Fashion Designers and Entrepreneurs Association (APPMI), the North Sumatra Provincial Government, and all parties that contributed to the success of Indonesia Fashion Week 2026, showcasing the best works of Indonesian designers and the nation’s cultural richness.