Jakarta, IO – On September 6, 2023, the Bakti Budaya Djarum Foundation presented their latest Kudus Batik collection, “Sandyakala Smara,” in Kudus. This event not only brought Kudus Batik to its hometown but also revived the local culture’s passion and pride. This work of art made history by successfully reintroducing Kudus Batik to the public. Collaboration with renowned designer Denny Wirawan added a breathtaking new dimension to this traditional Indonesian treasure.
In addition to showcasing the beauty of Kudus Batik to the public, the “Sandyakala Smara” fashion exhibition also positively impacted the economy of several batik-creator groups in Kudus. The exhibition helped preserve the tradition and stimulated the local economy.
This remarkable achievement also received recognition globally, by winning the Golden Award for Best PR Campaign: Fashion & Apparel at the MARKETING-INTERACTIVE PR AWARDS 2024, which took place on Friday, March 22, at the Pacific Ballroom, Pan Pacific Hotel in Singapore. The award aims to recognize Public Relations practitioners in Southeast Asia, South Asia, and Oceania, with judges from an independent panel of industry leaders and senior communication experts. The judges evaluate innovative and distinctive components, successful execution, and the campaign’s ability to raise public awareness of the programs through media coverage. This award cemented the Bakti Budaya Djarum Foundation’s reputation for promoting and preserving Indonesia’s cultural heritage.
“Sandyakala Smara genuinely supports the preservation and appreciates the richness of Indonesian cultural textiles, especially the captivating and inspiring Batik Kudus. The fashion line also encourages creativity and continues to explore and enrich the invaluable beauty of Indonesian fabrics. We are incredibly proud and grateful for the Gold award in the Best PR Campaign: Fashion & Apparel category, which reflects our dedication and symbolizes collaborative work in promoting and advancing the beauty of Batik Kudus. Thank you to all teams involved, fashion enthusiasts, and also the media partners who actively take part in promoting this event,” said Renitasari Adrian, Program Director of the Bakti Budaya Djarum Foundation. Renitasari also expressed her hope that the prize inspires others to continue producing and spreading the love for Indonesian culture by strengthening Indonesia’s international reputation.
The Sandyakala Smara Batik Kudus Collection 2023-2024 shares a beautiful story inspired by the elegance of traditional Indonesian clothing and fabric, particularly Batik Kudus. Using the unique style of ‘Kebaya Encim’ and Batik Kudus fabric from the 1930s to 1950s, designer Denny Wirawan shows his love for Indonesian textiles by combining beautiful and meaningful artworks from batik artists to create garments filled with love. Collaborating with batik artisans supported by the Bakti Budaya Djarum Foundation, involving batik collector Agam Riyadi and those from Pekalongan, enriches the Sandyakala Smara collection.
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“This award is the latest achievement for the Sandyakala Smara and Batik Kudus collections. We are feeling a mix of emotions at this moment because this event represents the blend of the past and present cultural and creative journeys in remarkable harmony. It is truly a special recognition and honor for the beauty of our traditional textiles, with amazing improvements that we have been preparing for years. We are deeply touched and proud that our hard work is being recognized worldwide. This will motivate us to continue doing our best and making positive contributions to the fashion world and Indonesian society,” Denny Wirawan concluded. (des/ast)