Indonesian fashion brand Happa is a fun and fabulous brand with an underlying mission to support traditional Indonesia textile workers, the majority of whom are struggling, and to also create a female-positive space for women of all sizes, shapes and ages.
Founded by Mel Ahyar and Andien Aisyah, Happa is part of the slow fashion movement; garments are made-to-order and require about five working days to be handmade in Happa’s ethically run factories.
While there is somewhat of an ethnic vibe, particularly in the brand’s lookbook shoots, the designs are comfortably modern, rendered in vibrant shades with artistic details created by using various traditional handicrafts and techniques.
It is the richness of these traditional techniques and details, alongside the sumptuous materials that creates the luxe global vibe of Happa. Saturated colours, create pieces that easily fit into anyone’s wardrobe; wear the look head-to-toe or throw them together with a pair of jeans.
Part of the brand’s mission, ‘Happa Lyfe’ is both a loyalty programme and a social media hashtag that connects the label’s widespread community both in Indonesia, and overseas.
Being based in Indonesia – a majority Muslim country – there is a certain level of modesty about the garments making them appropriate to be worn by hijabi women, while also offering pieces that can be worn in a less modest way.
Happa’s inclusive mission fits into the space of creating clothing for all women, which includes prayer appropriate cultural pieces like the ‘mukena’ redone in bright colours and prints.
Overall the cuts are forgiving, but also free in nature. It is the colours, patterns and additional decorative details that not only give the brand its own style, but also creates the signature ‘Happa’ style.
You can shop Happa online at www.happaofficial.com
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