The Affirmation Process of Fashion Styles in Indonesia: Exploring Cultural Ethics and Individual Tastes

Fashion are implemented with regard to social context through a variety of studies, including the examination of fashion style. The period between 2010 and 2019 was selected as the guiding time frame. The objective of this study is to present an implementation process of a fashion style in Indonesia, both in synchronic and diachronic perspectives. This qualitative research with a historical approach employs a variety of data source including literature data from journals, books, fashion magazines, interviews with fashion experts, and focus group discussions. The study proposes four dominant styles of trend fashion in Indonesia between 2010 to 2019, namely: modest, an emerged particular theme in Indonesia; athleisure, a reflection view of health and well-being; informality, the roles of millennial as leadership changes; and traditional, that represented the traditional culture of Indonesia. The finding of this study can be summarized as follows: The acceptance process of the four dominant styles can be attributed to the reflection ideas among fashion consumers in Indonesia. Additionally, the shift and the acceptance of fashion styles from 2010 to 2019 was mainly influenced by the affirmation process between role models and followers. Furthermore, the pattern of fashion in Indonesia shows different indications compared to global fashion trends, because of the cultural aspects as distinctive characteristics of fashion styles based on traditional values and meanings.