Indonesian fashion brand Saya built a cult following with a signature dress that went viral
Translated from English, summarized and contextualized by DistantNews.
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- Indonesian fashion brand Saya achieved viral success with its signature Eila dress, launched in 2020.
- The dress resonated with a demand for clothing suited to Southeast Asian lifestyles, being light and versatile.
- Co-founders Ines Aryaniputri and Dharu Dwihutami, graphic designers by training, leveraged their aesthetic skills to build the brand's identity.
Ines Aryaniputri and Dharu Dwihutami, graphic designers by training, launched their Indonesian fashion brand Saya in 2020, during the height of the global pandemic. Their signature Eila dress, a backless maxi slip, unexpectedly went viral, appearing everywhere from tropical holidays to destination weddings and maternity shoots.
Suddenly everyone was wearing it and tagging us. It quickly became our signature piece.
The dress tapped into a growing demand for clothing that suited life in Southeast Asia, being light enough for the heat, versatile for travel, and polished for special occasions. "Suddenly everyone was wearing it and tagging us," Aryaniputri told CNA Lifestyle. "It quickly became our signature piece."
Our first impression was that we had very different, almost contrasting personalities. But those differences complemented one another. Where one of us is detail-driven, the other brings big-picture energy.
While fashion wasn't their initial plan, their graphic design education provided a strong foundation in visual communication and problem-solving. This informed Saya's branding, campaign imagery, and clothing silhouettes. Aryaniputri also drew inspiration from her mother's children's gown business, learning to value proportion, fabric, and subtle details over chasing trends. The brand's success with the Eila dress highlighted their ability to create cohesive, curated looks that resonated with customers.
Our education gave us a strong foundation in visual communication and problem-solving. Those skills became essential in building Saya’s aesthetic, branding and overall identity.
DistantNews Editorial
Originally published by CNA in English. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.
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