Innovation of Modern Party Gowns Made of Lurik with Floral Beads Applications as a Contemporary Fashion Branding Strategy
Abstract
The advancement of the fashion industry has encouraged the reinterpretation of traditional textiles into contemporary fashion products, including lurik fabric as part of Indonesia’s cultural heritage. This creative project aimed to develop a modern party wear collection by integrating lurik fabric with floral bead embellishments while exploring branding strategies to increase public awareness of culture-based fashion products. The collection, entitled “KASTA,” was inspired by the historical use of lurik as a marker of social hierarchy, where aristocratic garments were distinguished through luxurious decorative elements. This concept was reinterpreted by transforming the symbolism of gold-thread ornamentation into contemporary floral bead applications. The creative process involved market segmentation, mind mapping, moodboard development, digital sketching, garment production, and finishing. The results consisted of six modern party dress designs that demonstrated the potential of combining traditional lurik textiles with decorative beadwork to create a more elegant and contemporary visual identity without losing their cultural character. The project also revealed that the integration of traditional fabric, handcrafted embellishment techniques, and digital branding strategies can strengthen the perceived value of local fashion products and broaden their appeal to contemporary consumers. This study highlights the potential of design innovation as a strategy for preserving cultural heritage while enhancing the competitiveness of traditional textiles in the modern fashion industry.
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