JAKARTA - Buttonscarves is back with Tropical Paradise Takeover, an annual activation that has become one of the most anticipated moments by its community. Running for a full month, from July 17 to August 17, 2026, the third time this event is presented with an increasingly large scale and a more complete experience.
More than just a collection launch, Tropical Paradise Takeover combines fashion, lifestyle, cuisine, and community together in one destination designed to be enjoyed together.
The journey of Tropical Paradise first started through the Misool Series in 2024, then continued with the Forestis Series in 2025. Since then, Tropical Paradise Takeover has evolved into an annual tradition that always brings new stories, while representing the spirit of Buttonscarves that continues to move and explore. This year, the journey continues through the Under The Sea Series, the latest episode inspired by the beauty of the underwater world.
The charm of underwater life is translated through illustrations of coral reefs, various marine elements, and a color palette game dominated by teal, one of the colors that are prominent in current fashion trends. Under The Sea Series is also the largest Tropical Paradise collection ever presented by Buttonscarves, with product choices that include scarves, ready-to-wear, bags, footwear, accessories, tumblers, and various daily lifestyle needs.
To present the Under The Sea world more realistically, the Tropical Paradise Takeover brands Land's End, Pantai Indah Kapuk 2, one of the rapidly growing lifestyle destinations and a favorite choice for families and urban people. Its easy access from the city center, equipped with shopping, culinary areas, and coastal atmosphere, makes Land's End the right place to present the largest Tropical Paradise experience Buttonscarves to date.
Throughout the area, visitors can shop for their collection at the Tropical Paradise Pop-Up Store, enjoy various sea-themed installations, and capture moments at various interactive photo spots inspired by Under The Sea. This experience is also expanded through special menu collaborations with Pier, Noesaka, and Orange Bay, so visitors can enjoy the Tropical Paradise Takeover series from morning to evening in one destination.
As part of this year's exclusive experience, Buttonscarves also presents 4 exclusive colors from the Under The Sea Series. Two exclusive colors are only available at the Tropical Paradise Pop-Up Store, Land's End, while the other two colors can only be obtained through the Buttonscarves website.
Not only focusing on the collection and experience of the destination, Tropical Paradise Takeover is also a form of appreciation for those who grew up with Buttonscarves. Throughout the event period, the Buttonscarves Community will be invited to participate in various activities that open more space to meet, celebrate togetherness, and create memorable moments together.
"When we first introduced Tropical Paradise in 2024, from the beginning we imagined this activation as something bigger than just the launch of a collection. We want to present an annual experience that the Buttonscarves community can really look forward to," said Linda Anggrea, CEO of Buttonscarves.
"Seeing Tropical Paradise continue to grow is certainly a very happy journey for us. This third time is the largest so far, both in terms of the completeness of the collection and the scale of the experience we present. We hope that every visitor can enjoy the entire series, from finding exclusive collections and products to spending quality time with family and friends in one destination," he continued.
As the largest Tropical Paradise event to date, Tropical Paradise Takeover: Under The Sea reaffirms Buttonscarves' commitment to providing an experience that goes beyond fashion.
Through exclusive collections, culinary collaborations, community activities, and specially designed immersive spaces, this annual activation invites visitors to enter a destination that always offers something to be discovered, felt, and enjoyed on every visit.
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