A runway collection, no matter how many likes on social media it garners or whether it sees a squad of A-list celebrities in the front row, would mean nothing if it doesn’t sell at the end of the line. So what do you do? First, and most importantly, you narrow down the specific market that you’re aiming for. But it is also one thing to know whom you are selling to and another to actually know how to do it with a clear objective.
Sinurdasono, a label launched by designer, Yosep Sinudarsono clearly knows who they are aiming for. From high-waisted jumpsuit, bustier top to cocktail dress that reveals plenty of cleavage, the spring collection is aimed at woman who is not afraid to show off some skin while getting through her busy modern life.
But what is evident is also how one-dimensional the designer’s interpretation of his women. Other than oozing sex, these clothes add nothing aspirational to its wearers. These outfits are only meant to be worn and seen without fulfilling other emotional needs of a truly modern woman. And it’s funny how a collection that requires a woman to bare her skin would disclose just how outdated her point of view is in the way she sees herself just as an object for the male gaze.
It certainly didn’t help that, during the finale, models marched out confidently in soundtrack by Zebra Katz’s song, Ima Read, where the singer mouthed off “Ima read that bitch. Ima take that bitch to college. Ima give that bitch some knowledge.” So what does it say about the women who wear Sinurdasono? Go figure.
Designer Rama Dauhan is in a good mood. And it showed, especially on the models’ faces. The collection, which was inspired by the combination of Moroccan and Spanish culture, focused on loose silhouettes in various cheery warm earthy colours. Here, he zeroed in on the specific women he wanted to dress: that one particular eccentric aunt that would only show up in bright maximalist outfits at every family dinner gathering.
Ruffles were applied liberally throughout the collection – on sleeves, skirts as well as the side of pants as decorations. Unfortunately, due to the fabric choice, the ruffles that are supposed to bounce and have a life on its own were limp and lifeless. Some of the looks also went awry when the designer piled embellishments on pieces that were already crowded with prints and, of course, ruffles.
During the show, a female audience enthusiastically uploaded a handful of the looks through snapchat and occasionally commented on how amazing it was with emoticons and plenty of exclamation marks. But whether she would actually wear it is up to anyone’s guess.