IAM UNVEILS “OBSCURING OVERTURES” THROUGH A TWO-DAY POP-UP AND DESIGNER SHOWCASE
20/03/2025 & 21/03/2025On March 20 and 21, 2025, IAM officially introduced its first campaign, “Obscuring Overtures,” through a two-day pop-up that brought together designers, editors, and tastemakers. The launching event was held at the Amphitheater Hall, 1st Floor of Urban Forest. It marked the debut of IAM’s collaborative collection, a quiet yet intentional celebration of form, individuality, and refined expression.
Hosted by Ayla Dimitri, the evening opened with a brand introduction and continued with an intimate iftar and dinner shared with key media partners and KOLs. Table settings curated by Bloem Bloem added a tactile softness to the space, echoing IAM’s understated aesthetic.
The first evening featured a private viewing and offline shop experience, where invited guests were given early access to limited pieces created exclusively for IAM. On the second day, the pop-up opened to the public, followed by a dedicated Friends and Family viewing session and a special appearance by the designers to close the evening.The event was supported by media partners Dewi and Manual Jakarta, and welcomed leading titles including Hypebeast Indonesia, Cosmopolitan, Her World, Tatler, Clara, Fimela, The Corator, and USS. Notable KOLs such as Ichsan Rindangen, Aquinaldo Adrian, Kyra Nayda, Weda Agustino, Andy Yanata, and Alifya Yunita were also present, highlighting IAM’s resonance with Jakarta’s creative community.
At the heart of “Obscuring Overtures” was a curated lineup of ten local brands, each bringing a distinct perspective rooted in thoughtful design and individual expression.
From experimental forms to grounded craftsmanship,
the collection showcased:
- Aesthetic Pleasure
- Bluesville
- ANW x LUA
- Jan Sober
- Tanah Le Sae
- BYO
- IKYK
- Jessica Priscilla
- Walk With Christin Wu
- St. Yarra
Each brand contributed exclusive pieces created in collaboration with IAM, offering a glimpse into the evolving narrative of Indonesian fashion. The story was shaped through collaboration, curiosity, and a quiet defiance of the expected.
This inaugural pop-up captured IAM’s core philosophy: to redefine the obvious, to challenge conventions with nuance, and to make room for perspectives that may not always shout, but always resonate.
EVENT DIRECTOR BY TRIAS ARFA
MULTIMEDIA BY
RIYAN BERLIAN
MANNEQUIN STYLED BY DENNIEL RICHARD
PHOTOGRAPHED BY
NICOLETTA JOAN & ALVER FIRMAZ
VIDEOGRAPHER BY
ABRAHAM GALIH