archive - first campaign

FIRST CAMPAIGN Obscuring Overtures: A Study of Presence, Absence, and Intention

18 / 03 / 2025

Through subtle forms, considered collaborations, and a post-archive approach, IAM redefines fashion as an experience, one that is not just seen but felt.

Some things are meant to be noticed, others are meant to be felt. IAM’s first campaign plays with this idea, exploring the space between presence and absence. What is seen, what is suggested, and what lingers in between. Staying true to its vision of redefining the obvious, the collection takes shape through subtle gestures and considered forms, revealing more in its restraint. At the heart of this debut is IAM’s exclusive collaboration with select designers, offering pieces that speak to moments of triumph and reflection.

By distilling forms and embracing understated irregularities, IAM’s design philosophy encourages a deeper connection with each piece. Rather than focusing on mere aesthetics, it explores the tension between restraint and intention, where subtlety carries meaning. Through this approach, the collection challenges conventional perspectives and redefines presence as something nuanced yet deliberate. "IAM’s collections are designed to be more than just visually striking. They are meant to be lived in, offering a seamless blend of exclusivity and everyday wearability. Each piece allows individuals to express their identity through thoughtfully curated designs that feel personal, effortless, and intentionally crafted beyond fleeting trends," said Brianca Bachtar, Co-Founder and Creative Director of IAM.

While IAM’s philosophy is aiming on rethinking norms, finding beauty in the unexpected, and revealing details that often go unnoticed. This collection does not seek to command attention, but instead fosters a dialogue that unfolds gradually, inviting a more immersive experience. It is an exploration of design that is not just seen but felt, where meaning emerges through layers of interaction. "IAM’s post-archive approach reinterprets the past through a modern lens, allowing familiar forms to unfold in new ways, where meaning is also discovered gradually through subtle details, layering, and personal interaction," Brianca added.

To realize this vision, IAM collaborates with curated local designers to create pieces that feel both personal and exclusive. They are; Aesthetic Pleasure, ANW x LUA, BYO, IKYK Jan Sober, Jessica Priscillas, St. Yarra, and Tanah Le Saé. Each partnership is built on authenticity, allowing designers to translate their distinct perspectives into collections made specifically for IAM. More than just a showcase of individual styles, these collaborations form a meeting of minds where the designer’s creative language merges with IAM’s vision. The result is a collection that remains unique to each designer while staying deeply connected to the brand’s true identity.

ANW takes an experimental approach by collaborating with LUA to deconstruct and reconstruct the blazer, a garment historically tied to power and structure. “We reimagine vintage blazers and vests, reshaping rigid silhouettes into fluid, abstract forms,” shared Astrid Nadia Wiradinata, the Creative Director of ANW. Construction-wise, ANW merges elements of menswear and womenswear, blurring the traditional gender norms in fashion by incorporating embroidered floral details to soften traditionally masculine tailoring, resulting in designs that empower wearers to embrace individuality.

BYO revisits the past eleven years of design evolution, selecting signature interlocking modular bag constructions that adapt to shifting trends. “We want to showcase our journey, the transformation of our modular weaving technique over time, creating a design that is timeless and crafted to be worn for years ahead,” said Tommy Ambiyo Tedji, the designer of BYO. The collection challenges conventional fashion norms by presenting accessories as dynamic, ever-evolving pieces of design rather than static objects.

Tanah Le Saé’s approach reflects the beauty of timelessness, incorporating vintage textiles and deadstock lace to create a dialogue between past and present. “Romance has always been at the core of our designs, and for the first time, we are embracing deadstock lace, challenging ourselves to work with materials in a way that feels both special and wearable,” explained by Andika Wiradiputra Sudrajat, one of the founder of Tanah Le Saé. Their pieces blend feminine and masculine elements, encouraging customers to see fashion as something to be lived in rather than reserved for rare occasions.

To keep the collaborations dynamic, IAM continues to push its creative boundaries and introduces them quarterly. These exclusive partnerships reinforce IAM’s commitment to innovation and distinctiveness, ensuring that each collection remains fresh and thoughtfully curated. Every collaboration is a meeting point between IAM’s vision and the designer’s perspective, resulting in pieces that are truly one of a kind. More than just limited releases, these collections offer customers something exceptional that cannot be found elsewhere.