JAKARTA - Celebrating the momentum of Ramadan and Idulfitri 2026, the Indonesian modest fashion industry has again gained a new space to grow. A concept store titled Modest Luxe officially opened on the 2nd floor of Sarinah, presenting a curation of more than 25 modest and Muslim fashion brands in one integrated space.
The presence of Modest Luxe is an answer to the needs of the market, which has been scattered at various points. Modest products with various styles, ranging from a clean minimalist look to a strong motif and color game can now be found in one place.
The idea to present this shared space comes from the desire for local brands to no longer go it alone, but to strengthen each other in one ecosystem.
Scarf Media Indonesia CEO, Temi Sumarlin, explained that the idea was born from a long discussion that eventually found a common ground with Sarinah.
"We conveyed this idea to friends at Sarinah and thankfully it was received very well. We feel that we have the same vision and mission to encourage local products, not only strong in the country, but also able to compete in the global market," he said, when met at Sarinah M.H Thamrin, Central Jakarta on Tuesday, February 24, 2026.
He added, at first this concept was not specifically designed as a pop-up store in a shopping center. However, after intense discussions, Sarinah was considered the right first home.
"We want to present something different. When you step into Sarinah, the atmosphere feels so Indonesian with batik, weaving, and various local brands that are thick with cultural identity," said Temi.
"Through Modest Luxe, we complement that experience by presenting more diverse modest fashion, ranging from clean and minimalist styles to expressive full print motifs. Each of our brands comes with a strong character and its own characteristics," he continued.
Inside Modest Luxe, visitors can find various labels such as Ria Miranda, KAMI, Jenna and Kaia, Taza, Heart Troops, by Ayu Dhya Andari, MYMD, NASL, Nagita Slavina, Parte, to Napocut and various other labels. In addition to clothing, lifestyle products such as bags, shoes, prayer sets, reed diffusers, perfumes, and accessories that complement the appearance in Ramadan are also available.
According to Temi, each brand that is present has a different character, both in terms of motifs, materials, and design approaches.
"Even though they are side by side, each brand has a strong identity. Some focus on sustainable materials, some highlight signature prints, some play in classic silhouettes that are timeless. That's what we want to show that Indonesian modest fashion is very diverse and mature," he explained.
Meanwhile, the President Director of PT Sarinah, Raisha Syarufan, assessed that this collaboration was in line with Sarinah's transformation as a space for ideas, creativity, and creative commerce to continue to grow.
"From the beginning of the conversation, our vision was immediately connected. Sarinah is committed to becoming a collaboration space for local brands that have strong quality and integrity. Modest Luxe has a clear curation, clear positioning, and quality that is in line with Sarinah's transformation direction," he said.
Raisha emphasized that modest fashion is not just a seasonal trend.
"We see modest fashion not only as a trend, but as part of the strength of the Indonesian creative industry which has global potential. The presence of Modest Luxe is expected to be a showcase of the best works of the nation's children while encouraging local brands to penetrate the international market," he said.
Furthermore, he hopes that the presence of this concept store can increase visitor traffic during Ramadan to Eid al-Fitr, as well as build long-term momentum.
"The hope is not only an increase in transactions this season, but how Indonesian modest fashion is increasingly consolidated and has a strong focus, both at home and abroad," said Raisha.
Modest Luxe can be visited during the soft opening period on February 18-23, 2026, with the grand opening on February 24, 2026. On the opening day, a trunk show of the collection of tenants will be held which can be a reference for mix and match Raya 2026.
Not stopping at retail activities, this space is also designed as a meeting point for the community. Throughout March 24-31, 2026, various agendas such as community meet ups, business discussions, to inspirational sessions will be held to bring brands, content creators, and consumers together in a living ecosystem.
With the presence of Modest Luxe at Sarinah, the steps to strengthen the Indonesian modest fashion ecosystem are becoming more tangible. Ramadan 2026 is not only a shopping season, but also a momentum for collaboration and expansion into a wider market.
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