The F Thing x Lion Parcel for JFW 2017

From October 21-23, 2017, all fashionistas in Jakarta drove to Senayan City to watch Jakarta Fashion Week. This year marked the 10th anniversary of the celebrated event. Fully supported by Lion Parcel as our logistic partner, The F Thing proudly unveiled the newest collection of Lovo Clothing, LEGITEAMATE, and NOHO The Label on the first day of the fashion week. Having different vibes, each brand wrapped their own signature silhouette on the Atrium runway.

Lion Parcel believes that the creative industry has become one of the most importan pilars in Indonesia, as part of the economy sector. In related to that, Lion Parcel answers the needs and the responsibilities to help grow the ever expanding creative industry through its logistic service, especially in the fashion world.

NOHO The Label takes Audacity as the main theme. The willingness to take bold risk is the ultimate intention for NOHO women as they’re confident and ambitious. The inspiration comes from the cosmopolitan lifestyle. The color scheme of black, white and grey dominate the whole collection. Still remains one fact about the label: feminine with a twist.

Adopting the phrase Quaintrelle, Lovo fancies their women to express their personality through their allure and charm. Lovo blurs woman’s anxiety towards their body and embraced it through and through in red, black, broken white and bronze. To underline the collection for JFW, Lovo Clothing did a collab with Bellagio to complement the overall look of their women.

Meanwhile, LEGITEAMATE takes streetwear to another level. Inspired by the generation Y who influenced people with a new mindset. LEGITEAMATE chose the black and black attire with customized CDE The Label shoes especially designed for The F Thing. To embody the spirit, LEGITEAMATE muse Alexandra Asmasoebrata walked the final scene.

And as the closure of the whole show, Alexandra Asmasoebrata walked arms in arms with founder and Chief Operating Officer Valencia Tanoesoedijbo and Lovo co-founder Lysia Jessica. Shop all the new collection at The F Thing. For more profile about Alexandra Asmasoebarta, make sure to subscribe and stay tuned here at Letter F.

Writer: Adhinda Latifa
Photographer: Hifzhan Desman

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