Indonesian Fashion Diplomacy Gains Ground in South Africa

KBRN, Pretoria: The Indonesian Embassy in Pretoria has begun actively promoting fashion diplomacy, spotlighting the creative industries as a vehicle for cultural exchange.

The initiative was launched through a fashion exhibition by Indonesian label PT Sroja Warna Indonesia (SWI), held at Wisma Duta RI Pretoria on Monday, August 25, 2025.

The event, titled High-Tea Sroja Fashion Diplomacy, was a collaborative effort between the embassy and the Indonesian Trade Promotion Centre (ITPC) in Johannesburg.

Indonesian Ambassador to Pretoria, Saud P. Krisnawan, emphasized that fashion is more than a stylistic expression. It is a powerful medium for conveying national identity, heritage, and storytelling.

“Through brands like Sroja, Kudung, and BLEE, we present narratives from Indonesia, woven into silk, modest wear, and contemporary streetwear that blend tradition with modernity,” Saud said in his opening remarks.

SWI’s collection, featuring modest fashion, modern Muslim attire, and urban streetwear, captivated guests, many of whom expressed interest in acquiring the pieces.

A key milestone followed on August 23, when SWI officially opened a consignment store at The Style Loft in Nelson Mandela Square, Johannesburg. The launch was officiated by Ambassador Saud, who hailed the move as a historic step for Indonesia’s fashion industry in South Africa.

The event drew prominent South African figures, including Tandiwe Fadane, Director-General for East Asia and Oceania, and women's rights activist Sophia Williams-de Bruyn. Their presence underscored fashion’s potential as an effective diplomatic tool, strengthening Indonesia–South Africa ties through people-to-people engagement.

“This series of events not only marks SWI’s business expansion, but also reinforces Indonesia’s creative diplomacy. Through fashion diplomacy, Indonesia shows the world how cultural heritage and creativity can serve as elegant bridges between nations," Ambassador Saud concluded. ***

Translator: Annaila Syafa Azzahra

Editor: Sri Wahyuni