Behind The Scenes: In Bloom

Posted by: Karina Leviani

Behind The Scenes: In Bloom

Since the very first day we’re putting this collection together, we know that it will be something special. Not only because of the clothes, but because this collection holds a special meaning and is one that’s new to us in many aspects. After months of meticulous research, countless prototypes and deliberate discussions, it is with a happy heart that we can finally present to you our latest To Wear collection volume 03, In Bloom. Throughout this whole process, we have learned a lot as a team and a lifestyle brand. Hopefully as the collection unfolds, you will also be as inspired as we are.

In Bloom is inspired by the natural journey of women in all her stages, and how beautiful all of them are. In this society, we are unconsciously fed with the notion that a woman gets to her “expiration date” when she reaches a certain age, a certain phase in life, or when her physical looks have fade. What’s even more concerning is, there are plenty of women actually adopting this mindset -that pregnancy robs the beauty away, that wrinkles are flaws, that old age is a shame and post-baby weight is a disgust.

But in reality, what we believe should be the other way around. Every phase of a woman’s life is beautiful. Really. Not one is better or uglier than the other. Each has its own magic to be discovered and women are entitled to fully experience it without the judgmental eyes of others. And it’s during this journey of discovery that a woman simply blooms. No way of blooming is right or wrong. Like flowers in a garden, each one may bloom differently, but all as pretty.

We really want to correctly portray this message throughout the photos of this collection. Thus, we’re experimenting with something new, while bringing with us something old. Fransisca, our photographer who has been collaborating with us for the past 4 years, again helps us with the photo shoot and Vanessa once more becomes our muse for the collection. Except this time, she’s 20 weeks pregnant.

What we’re doing may be considered unpopular for all other fashion or lifestyle brands. But to us, it's not just about breaking stigmas in the fashion industry, this is how we want to do fashion. Vanessa has been with us since day one and even though she’s not a real model to begin with, her professionalism and attitude is impeccable. And now that she’s pregnant, it is a privilege for us to grow together with her and have her still be a part of this collection. The presence of Vanessa is the epitome of how we want our brand to grow with its people and community. Because really, there is not one without the other. We are so inspired by her, how she embraces this pregnancy happily and how perfectly she fits all values In Bloom brings.

Also, on this season instead of working with only one, we decided to work with two muses. This is also something we’ve never done before but for a collection so special, we wanted to experiment with something fresh. So we welcomed Julia into the picture. Working with two models was technically trickier, but when we see how beautifully Vanessa and Julia synced with each other, it reminded us about how women should support instead of bringing each other down. Julia herself is a mother of one, which is yet another proof that no woman should ever feel limited to her decisions even after having children.

All in all, In Bloom is our way of showing gratitude as a woman and it is with a full heart that we present this collection to you. All the clothes you see in this collection represents all stages of life, which can be enjoyed by women of all age and phases. It is also worth mentioning that a large part of this collection is also breastfeeding-friendly. Because women should have every right to feel beautiful in their own skin and be able to enjoy her journey as she blooms with grace.

“A flower does not think of competing with the flower next to it.
It just blooms.”
 –Zen Shin

We really hope that you will love In Bloom as much as we do and please don’t hesitate to tell us what you think! We’d really love to hear your feedback about this blog post and the new collection. Feel free to drop us an email, send us a DM on Instagram, or leave a comment on the comments section below.

And finally, now available at our website, please welcome and enjoy In Bloom.

Text by Karina Leviani
Photographs by Asita Yulia & Fransisca Angela
Creative Direction by Kania Annisa Anggiani




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