JAKARTA - Japanese sportswear brand Mark & Lona officially introduced its latest collection in Indonesia through a collaboration with the South Korean girl band VVUP, in an event titled "Mark & Lona House Party With VVUP" which was held on December 26.
This collaboration is a strategic step for Mark & Lona in strengthening its position as a sporty luxury lifestyle brand that is relevant to the lifestyle of the younger generation.
Billy Ching as CEO of Mark & Lona Indonesia and License Holder of Mark & Lona Southeast Asia as well as Founder of Kudu Kaya Network as the organizer of the event said, since 2008 his brand has not only excelled in golf appareal products and has added to its collection.
"Indeed, at the beginning we only used Mark & Lona in golf appareal, but now it has evolved into an active wear style," said Billy, in his statement, Saturday, January 3.
The presence of VVUP in Jakarta is a special attraction in the event. The South Korean girl band was enthusiastically welcomed by their fans, VVnie Indonesia. One of the members of VVUP, Jiyoon, admitted that he liked Mark & Lona's collection because it was comfortable to use for busy activities. "I often wear Mark & Lona during practice and also during my trip to Indonesia. It's comfortable and suitable for everyday activities," he said.
Sandi Herdiana as the President Director of Kudu Kaya Network revealed that Kudu Kaya Network is a company that has long been active in the media and entertainment industry. He sees the potential of K-Pop lovers in Indonesia as an opportunity to present relevant and quality events. According to him, the success of organizing this event is a matter of pride, especially because Kudu Kaya Network can work directly with the South Korean girl group VVUP and become a big business potential in the future.
The collaboration between Mark & Lona with VVUP was chosen to introduce the concept of sporty luxury to the younger generation of the country. VVUP is considered to represent the warm, modern K-Pop energy, and has a strong closeness to its fans, so this collaboration feels natural and relevant. Through this collaboration, Mark & Lona also want to convey that the brand not only presents the needs of golf sports, but can also be a fashionable daily fashion choice.
Titled "Mark & Lona House Party With VVUP", this event presents a mix of music, fashion, and lifestyle in one experience. Various Mark & Lona collections with futuristic and dynamic designs such as hats, jackets, pants, and skirts are displayed as a representation of sporty luxury fashion that is full of statements. The enthusiasm of the fans who attended marked the success of the event, as well as emphasizing the commitment of Mark & Lona and VVUP in presenting cross-cultural collaborations that unite music, fashion, and lifestyle.
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