From Tradition to Trend: A Case Study on Batik Reinvention through Innovation Diffusion Theory from Local Fashion Brands in Indonesia

This study examines the concept of reinvention of batik motifs in contemporary fashion trends in Indonesia through the perspective of innovation diffusion theory with a case study of two Indonesian fashion brands that use Batik for fashion design. This study uses a descriptive-qualitative approach with an analysis of interview results and creative strategies from both brands, which focus on adapting tradition to contemporary fashion trends. The findings of this study are: 1). reinvention of Batik is a dynamic process that simplifies traditional batik motifs adjusted to contemporary fashion trends; 2). There is a modification of production techniques and digitalization that adjusts to the conditions of brand resources; 3). There is a process of reinterpreting cultural values to those relevant to modern consumer preferences; 4). Strategic innovations implemented by both brands can maintain traditional values but remain relevant to contemporary fashion trends. This study emphasizes the role of designers as change agents in the diffusion of innovation and contributes to preserving traditional crafts in the ever-evolving fashion landscape.