MASARI TURNS 50 WITH A FRESH NEW LOOK AT SENAYAN CITY

Images Courtesy of MASARI

A New Chapter, Five Indonesian Designers, and Plenty to Discover

Fifty looks good on MASARI. The Indonesian fashion destination is celebrating its 50th anniversary with a reimagined home at Senayan City, a new anniversary collection, and plenty of fashion worth taking a closer look at.

Located on the Ground Floor, Unit 20–22, the refreshed MASARI store gives the familiar shopping experience a more contemporary twist, leaning into the feel of a fashion gallery rather than a traditional department store. Grey and warm white tones meet brushed metal, sculptural curves, linear fixtures, and soft fabric details, creating a quietly luxurious setting that puts curated collections and designers in focus.

It is also where MASARI’s next chapter begins to take shape. Alongside the refreshed space and an expanded fashion edit, the brand is marking five decades through The Curve: Lapisan Waktu, an anniversary concept inspired by the arc, fold, pleat, and bloom, and the way style and craftsmanship evolve through layers of experience.

The concept comes to life through an exclusive anniversary collection by five Indonesian designers—ARI, Friederich Herman, Sean Sheila, Peggy Hartanto, and TOTON—with pieces presented on the runway at Senayan City Fashion Nation 2026 and brought into the MASARI store as part of the anniversary edit. Each designer interprets The Curve through their own creative language, making the collection feel less like a single uniform look and more like five different takes on the same idea.

Starting with ARI, the collection BIJANA looks to Indonesian sartorial heritage, bringing references from the baju kurung, kebaya encim, baju bodo, beskap, and kain wiron into contemporary pieces. Embroidery and beadwork add intricate layers to these familiar references, giving traditional forms a more elaborate fashion expression.

From heritage, Friederich Herman turns inward, revisiting his own archive and giving familiar silhouettes a new shape through rounded shoulders, cape sleeves, sculpted peplums, wrap skirts, and pleating. His signature wing-shaped collar also makes an appearance, creating a subtle thread between the label’s past and its present.

Presented by Interni Cipta Selaras

That conversation between what has been and what comes next continues with Sean Sheila, which takes The Curve into an unexpected collision between Western tailoring and Indonesian dress. Military-inspired silhouettes meet exaggerated proportions, embroidery, and deliberately imperfect finishes, creating a tension between precision and rawness that gives the collection its own character.

For Peggy Hartanto, the curve becomes a study in movement and sculptural femininity, expressed through gathered draping, scalloped edges, fluid panels, and asymmetric hemlines. Wine red, blush, dusty pink, and vivid fuchsia bring a rich colour story to the collection, adding softness and energy to its more structured forms.

Rounding out the five, TOTON brings classic silhouettes into an evolving design language that considers the relationship between tradition and renewal. Structure meets softness throughout the collection, while identity is treated as something that can shift, evolve, and take new shape over time.

Seen together, the five collections make The Curve less about one definition of Indonesian fashion and more about the many ways heritage can be interpreted and carried forward. The runway presentation turns those ideas into movement, while the collection’s presence at MASARI allows the story to continue beyond Fashion Nation and into the everyday wardrobe.

That sense of extending the anniversary beyond the runway also comes through in MASARI’s collaboration with Naungan Yayasan Anak Tanah Air (NYATA). As part of the partnership, each of the five designers has created an exclusive T-shirt, with purchases contributing to efforts to rebuild schools and support access to education for communities affected by the earthquake in Nusa Tenggara Timur.

The five T-shirts offer another, more accessible expression of the designers’ individual perspectives, while giving the anniversary a purpose that reaches beyond fashion. It is a reminder that MASARI’s 50th year is not only about looking at where the brand has been, but also about what it can contribute to what comes next.

Back at Senayan City, the refreshed store continues that forward-looking approach with an expanded selection of international names, including newly arrived Marge Sherwood, alongside SIMKHAI and PH5. The wider edit also spans ready-to-wear, bags, shoes, and accessories, giving the new space plenty to explore beyond the anniversary collections.

Taken together, the reimagined store, The Curve collection, Fashion Nation runway, and NYATA collaboration give MASARI’s 50th anniversary a sense of movement rather than nostalgia. Five decades in, the brand is celebrating its history while leaving plenty of room for new forms, new designers, and whatever comes around the next curve.