JAKARTA - Inspired by the beauty and desire to make all Indonesian women look more beautiful and confident, two women in a career that has a fashion hobby and explored experience to seek work inspiration and admire the beauty of the world, namely Happy Jehan (Founder of Ellaya Official) and Febrian Nurvianti who are usually called Gegfia (Co-Founder of Ellaya Official) unite the perception and desire to release a fashion brand that brings a new design signature in the country.
Together with Ahmad Januaro Valent or familiarly called Rio Valent (Creative Director of Ellaya Official), the three then collaborated to release a ready-to-wear brand entitled Ellaya.
Through the grand launching event and the fashion show themed "A Walk to Remember" which was held on Monday, January 22, at The Westin Hotel, South Jakarta, the inaugural appearance of the Ellaya fashion show featured works that characterize the splendor and beauty of the Raffles design as well as additional broochs that are characteristic. A unique and colorful visual harmonization is offered in Ellaya's latest collection titled Ellaya Raya Series 2024.
The presence and enthusiasm of invited guests seems to be clear evidence that this brand deserves to be a new player in the fashion industry who prioritizes design innovations that not only have the theme of natural beauty but still maintain the modest character of Muslim culture in the country.
"Ellaya is a new brand fashion fashion brand in the country which means Beauty or beauty. As the name implies, we hope that the name Brand Ellaya itself can make any woman who wears her collection can look beautiful, beautiful and full of confidence," said Happy Jehan.
Happy Jehan
Happy Jehan or familiarly called tanchef aka aunt chef is a mother who has a hobby of cooking, and also of course fashion. The background is hospitality & restaurant business. Happy Jehan is the owner of 101 Urban Jakarta Thamrin, Langit Seduh Rooftop, Langit Seduh Selatan, and Dapoer None Catering.
Now through Ellaya, Happy Jehan is widening his art business line in fashion, he believes that hospitality and fashion are linear things, things that can unite the relationship between beauty and beauty.
"Ellaya is here to provide new colors and options for the community. Hopefully Ellaya can be accepted by fashion lovers of Tanah ASir and can bring the fragrance of Indonesia's name in the world mode arena," concluded Happy.
Febrian Nurvianti (Gegfia)
Gegfia is a content creator of 'Travel with Fashion', which already has a lot of experience and collaborates with many luxury hotels & villas in Indonesia and internationally. Gegfia has a shoe business background. An industry, which strengthens Gegfia's confidence to be creative in the fashion world, and is ready to create new trends in the country's fashion industry.
"Experiencing the world allows me to imagine, create, innovate and get inspiration to release the name Ellaya. In the future, I want every product released by Ellaya to have a "story" or a story that can represent experiences, our inspirational results into a work, and that's why the value of a creative idea is so valuable, through Ellaya, we will continue to bring our signature design, namely Raffles," said Gegfia.
Ahmad Januaro Valent (Rio Valent)
Ahmad Januaro Valent or commonly called Rio Valent is the husband of Gegfia. In Ellaya, Rio played Creative Director of Ellaya Official.
Rio Valent himself has a background in the entertainment industry, volatiles and songwriters. Rio Valent's music was a collaboration with Tere entitled 'Why Is This HAPPENing' was once popular in 2004. Valent is also known as the songwriter Agnes Monica who is entitled 'And Impossible', Rossa 'My Heart Pain' and several other artists.
"The three of us created a signature from Ellaya and hoped that the characteristics of this design could bring something new to the industry and hopefully it can be accepted by fashion lovers in the country," said Rio.
Behind The Story Of Ellaya
Starting from a brief meeting about one year ago, Gegfia, Happy Jehan and Valent met at Happy's recitation event, namely Millenial's study at the 101 Urban Jakarta Thamrin hotel. The equation of perception and desire to work and create a fashion brand made the friendship continue and there was an agreement to collaborate in the fashion business by releasing Ellaya.
The preparation itself is very short, which is only about two months and twenty-two days, until finally the name Ellaya is ready to be presented to lovers of the modest fashion industry in the country.
Ellaya comes with the design of the Raffles signature and the sweet placement of layering and brooch. A strong characteristic that is created and can be seen from the mapping of each design of the clothes released.
Despite starting with limited resources and time, Happy and Gegfia presented Ellaya at its inaugural grand launching event which took place on January 22, 2024 at The Westin Hotel Jakarta. The event was supported and attended by many colleagues, VIP guests, fellow journalists, businesses and artists in the country.
"We are waiting for the right moment until finally this Ellaya brand can be released in early 2024. Because if it doesn't start early, maybe we won't be able to get another chance, or if we wait for it to be perfect, the time will continue," said Gegfia.
Ellaya Raya Series 2024
As a newcomer to the country's modest fashion industry, Ellaya's presence will also enliven the choice of clothing at the big moment of celebrating Eid al-Fitr by releasing the Ellaya Raya Series.
Ellaya's first collection was inspired by the beauty and exotics of one of the countries in North Africa, Morocco. In this place, many beautiful cities, such as Rabat, The Red City Marrakech and Casablanca, are able to provide inspiration and innovation for beautiful designs and works.
"Many cities in Morocco that we can inspire design and work into the first collection. You can see the modification of color design and ornaments in the collection of The Sahara Series, the inspiration comes from the fine sands of the Sahara Desert, as well as the colors we choose, are also very representative," said Gegfia.
By choosing colors according to the mood and character presented from the representations of these cities, the Ellaya collection invites women to express themselves without restrictions. For market needs, Ellaya then began a series of campaign shots in January this year in Morocco. The beauty of the country can be perfectly represented into the fashion fashion fashion design work of Ellaya.
"For now, we focus on modest fashion clothes, Jilbab scarf, brooch and accessories. Meanwhile, Silk or Silk is the material we use for Raya Series, considering that the moment of the highway must have a sweet and elegant touch," added Gegfia.
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