More than 200 young women, dressed in T-shirts and miniskirts, lined up in the atrium of Plaza Senayan in South Jakarta last week. They were auditioning at the model search held for the upcoming Jakarta Fashion Week 2013.
JFW is an annual fashion week held by Azura Activation, subsidiary of the publishing company Femina Group. Since 2008, JFW has showcased Indonesia’s up and coming talents and defined fashion trends for upcoming years.
“It’s a one-week event,” JFW commercial director Baslir Djamal said. “But we have been working for it for the entire year.”
This year, JFW 2013 will be held at Plaza Senayan from Nov. 3-9.
Previously, the fashion show had always been held at the Pacific Place mall in South Jakarta. The new venue has been chosen this year to provide more space for the fashion shows and guests attending the event.
Last year, JFW featured 180 Indonesian and international designers in 50 fashion shows, but the event will be even bigger this year.
“About 15,000 guests attended our shows each day last year,” Baslir said. “The new venue promises more comfort and space for buyers and guests to come and see the fashion shows.”
With the tagline “Indonesia Today, The World Tomorrow,” JFW invites international fashion designers to showcase their works during the event.
The show will again collaborate with cultural centers in Jakarta to feature international fashion talents in the prestigious event.
Last year, JFW worked with the British Council and featured British milliner Justin Smith in a joint fashion show with Indonesian fashion designer Oscar Lawalata.
In 2011, JFW collaborated with the Goethe-Institut, the German cultural center, to introduce five top labels from Berlin Fashion Week.
“These cultural institutions have again expressed their intention to be present in JFW,” JFW creative director Diaz Parzada said. “In addition, we’ll also work with Erasmus Huis [the Dutch cultural center] and Institut Francais d’Indonesie [the French cultural center] to feature their designers in the upcoming event.”
But these international fashion designers are not the stars of the show.
“We’ve invited them so that Indonesian designers can learn from them of the market characteristics in their respective countries,” Diaz said.
The stars of the show will be Indonesian designers that belong to the Indonesian Fashion Designers Association (Appmi) and the Indonesian Fashion Designers Council (IPMI), independent designers and aspiring young students from a number of fashion colleges across the country.
A series of pre-event competitions has been announced to identify young talents in Indonesia’s fashion industry.
In collaboration with Mazda Motor Indonesia, JFW is presenting the Lomba Perancang Aksesori (Accessories Designers Contest) for start-up shoe, handbag and accessories designers.
“The main theme of the contest is ‘Urban Nomad,’ ” Diaz said. “The contestants will create their own designs based on their interpretations of the main theme.
“But the fashion shows are not only about the designers. We have to acknowledge the hard work of the people behind the scenes, such as the makeup artists. Without their help, no fashion shows will ever be successful.”
In collaboration with The Body Shop, the official makeup partner of the event, JFW will scout for fresh young talent in a makeup artist search. All females between 18 and 25 years old may apply for the competition.
Prospective talents can download the registration form from www.jakartafashionweek.co.id.
“Today, famous makeup artists in the country are mostly males,” said Amanda Ajikarisma, The Body Shop’s head of marketing communications. “Female makeup artists tend to stay in their comfort zone. They don’t want to break their own boundaries by creating dazzling unusual looks. With the contest, we want to infuse them with the ‘can-do’ spirit to move forward in their career.”
Participants should submit their registration forms and pictures of their makeup models before and after being made up to the committee by Aug. 31.
The jury, consisting of leading makeup artists in the country, will select 20 semifinalists from these submissions. These semifinalists will be put through a weeklong intensive training session at The Body Shop headquarters in Jakarta.
The jury will test each semifinalist at the end of the training session.
The 10 best makeup artists will move on as finalists. They will join 50 senior makeup artists from The Body Shop to make up the models during JFW 2013.
“It’s a great opportunity for these young start-ups to meet and work with hundreds of top models, fashion designers and celebrities for one week,” Amanda said. “And if they’re good at what they’re doing, one thing usually leads to another.”
The jury will observe the finalists in their work during JFW 2013 and name two winners at the end of the event.
The runner-up will be given the opportunity to do a beauty-spread for Estetica Indonesia magazine this December.
The first winner will do the cover for Dewi magazine in January 2013.
What does it take to win the makeup artist search?
Nadya Susanti, a staff coach at The Body Shop who has worked for JFW for three consecutive years, listed stamina as the No. 1 attribute.
“We have to be standing by at the location from six in the morning until past midnight during the entire week,” Nadya said.
“Sometimes, we can’t even find the time to have food or something to drink because of the hectic situation.”
A good makeup artist should also have excellent interpersonal skills.
“All the makeup and hair for each model should be done within 15 to 20 minutes,” Nadya said.
But the rewards can be as high as the stress. Nadya is now friends with top-notch fashion designers, models and hairstylists in the country. She was also named the best makeup artist during JFW 2011 and received a certificate substantially important for her career.
Fashion bloggers also have a lot to look forward to. In collaboration with Matahari Department Store, JFW invites the bloggers to create a fashion spread in their own blogs in September.
The jury will select one winner in this competition. He or she will be appointed as the fashion stylist for the Matahari Department Store fashion show during JFW 2013.
For more information, visit www.jakartafashionweek.co.id.