From Patchwork To Monochrome, TUI Studio Expands Fashion Exploration

Studio TUI. (Adelia/VOI)

JAKARTA - The fashion world in Indonesia continues to move dynamically, giving birth to many works and stories from its creators. One of them is Studio TUI, a fashion brand that celebrates its fourth anniversary with the title Chapter Four.

"Chapter 4, we celebrate the journey, the celebration. Alhamdulillah, in this fourth year we seem to have succeeded in forming a community of beautiful Indonesian women," said Jos Acha, founder of Studio TUI, when met in the Kebayoran Baru area, Jakarta on Friday, September 19, 2025.

According to Acha, this celebration has become very special. Not only because of the colorful four-year journey, Studio TUI released 60 new items which are divided into 4 different collections.

"And this year is special because there is a collection of mothers and children," he added.

Each collection of Studio TUI this time has its own story and mood. Mariposa Collection comes with a patchwork style full of hand-drawn illustrations.

"Something new, something fresh from Studio TUI but still feminimous, remains elegant," explained Acha.

There is also a colorful collection designed to celebrate the joy of the TUI Babes community. The third collection is monochromatic with a neutral black, cream, brown and white tone. Lastly, the collection of mothers and children who are highlight, because they unite the warmth of families in fashion.

We take inspiration from TUI Babes' daily life, this community that has been formed. They are very diverse, there are housewives, there are doctors, there are career women. Their life is precisely what makes us excited to make collections that can be used daily but still stylish, "explained Hani Kenisha, founder of Studio Tiu.

From the start, TUI Studio not only sold clothes, but also built a community.

"We are more focused on user-generated content (UGC), which is TUI Babes himself who promotes our clothes voluntarily. It looks very original, because they do wear and like it," said Acha.

According to Hani, this community is actually the largest strength of TUI Studio.

"Their story really inspires us and it has become the most powerful marketing weapon to this day," he said.

TUI studios are also diligent in holding roadshows to various big cities in Indonesia. This year they have visited Surabaya, Makassar, and Bandung and are preparing to go to Medan in October 2025.

TUI Studio Products come at a price of IDR 380 thousand to IDR 1 million.

"Price Wise, we are very friendly, even for Gen Z, which now has a happy styling growing up look. They can mix and match with mini skirts, shorts, or other fun styles," said Hani.

With Chapter Four, Studio TUI proves that fashion is not only about clothing, but also about community, togetherness, and inspiration

"We are building connections, networks, and new friends who Alhamdulillah support each other to this day." said Acha.