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Fashion Industry in ASEAN: Trends, Events, and Education

  • Writer: Arman Poureisa
    Arman Poureisa
  • 7h
  • 7 min read

The fashion industry represents a dynamic sector for expansion, innovation, and creativity throughout Southeast Asia. In an environment characterized by a youthful demographic, increased disposable income, and rapid digital connectivity, there is significant interest from both brands and markets in style, culture, and business dynamics. A recent report indicates that the Southeast Asian clothing market is projected to reach approximately US$53.45 billion by 2025, with a compound annual growth rate (CAGR) of 3.6% anticipated through 2029. The recent global report from McKinsey & Company and The Business of Fashion indicates that growth opportunities are increasingly shifting towards Asia, excluding China, with ASEAN emerging as a new frontier.

 

The Fashion Sector in ASEAN

Several notable features characterize the fashion industry in the ASEAN region:

  • The youth demographic in many ASEAN countries, with a median age below 30, indicates a significant demand for fashionable and affordable clothing options.

  • The expansion of fast-fashion and international brands: Fast-fashion brands and international brands are both strategically seeking to enter Southeast Asian markets. A recent article suggests that fast-fashion models and brands, such as SHEIN, are poised to make significant advancements in Southeast Asia by 2025.

  • Transformation in regional manufacturing and prospects: ASEAN is emerging as a significant manufacturing center and consumer market as global supply chains diversify. The McKinsey/BoF report indicates that China remains an important player, while new Asian markets are gaining increasing importance.

  • Brand penetration and diversification: Major brands such as Adidas and Nike are increasing their market share in Southeast Asia. A 2025 ranking indicates that Adidas has surpassed Nike in market strength within Southeast Asia.


    In summary, ASEAN serves not only as a manufacturing hub but is also emerging as a vibrant logo sphere for international fashion brands, local designers, and discerning shoppers.

 

The Indonesian fashion market is a significant player in the industry. Indonesia presents a landscape characterized by its vastness and rapid development.

  • In 2024, the fashion industry in Indonesia employed approximately 1.6 million individuals in small enterprises and nearly 89,000 individuals in large corporations. This highlights the industry's importance in providing employment opportunities within the country.

  • The textiles market in Indonesia is projected to reach a value of USD 40.15 billion by 2025, with fashion and apparel accounting for 56.76% of that market in 2024.

  • The market is projected to expand at an annual rate of 2.79% through 2030. In the luxury segment, Indonesia's luxury fashion and footwear market is estimated to reach approximately USD 5 billion by 2025. This phenomenon can be attributed to increasing incomes, urbanization, particularly in Jakarta, Bali, and Surabaya, as well as a heightened interest in luxury brands such as Louis Vuitton, Gucci, Prada, Chanel, and others.

 

What implications does this hold for individuals employed in the fashion industry?

  • Domestic brands and designers are benefiting from increasing consumer demand, local talent, and supportive event platforms.

  • Global brands must enhance their localization strategies: Shoppers in Indonesia possess a deep understanding of fashion, maintain strong social connections, and value a brand's narrative alongside its offerings.

  • The value chain is increasingly transitioning to a digital framework, with local manufacturing and the creative economy assuming a more significant role.

  • In Indonesia, the adoption of AI and fashion technology is on the rise.


    Adidas, Nike, Zara, H&M, Uniqlo, and Supreme are among the brands gaining prominence in major shopping areas across Indonesia, alongside notable regional brands and local designers. Retail spaces in Jakarta, Bali, and other cities are showcasing the latest global fashion trends.

 

Significant Fashion Events Establishing Trends in Indonesia

Events hold significant importance in the fashion industry as they unveil new designers, influence perceptions of brands, and foster opportunities for collaboration among brands. Key events in Indonesia include:

• Indonesia Fashion Week (IFW): This annual event, established in 2011 in Jakarta, serves as a prominent platform for Indonesian designers, artisans, and the rich textile heritage of the region.

• Regional trade shows and fairs: These events unite brands, talent, supply-chain participants, and the media to facilitate the launch of new brands, foster collaboration, and explore new business opportunities across borders.

• What runway weeks and local awards accomplish: The Fashion Force Award, a component of Jakarta Fashion Week, stands out as a significant event in Indonesia, highlighting innovative concepts and runway dynamics among local designers.

Zara, H&M, and Uniqlo play a significant role in retail strategy; however, local events hold greater importance in shaping design culture and influencing trends. They affect the perceptions of Indonesian shoppers regarding current trends, advocate for traditional textiles such as batik and ikat, and facilitate collaborations between Indonesian designers and international brands, exemplified by local designers partnering with global houses.

 

The Principal Occasion: Fashion Week in Jakarta

Jakarta Fashion Week (JFW) stands as a significant event within Indonesia's fashion industry. Since its inception in 2008, JFW has evolved into an essential event in Southeast Asia, attracting designers, buyers, media, and influencers from around the world.


What factors contribute to the significance of JFW?

  • A platform for both emerging and seasoned designers: At JFW 2025, the "Fashion Force Award" recognized Wander etc. as the Most Innovative Local Accessory Brand and White Noise FM as the Most Innovative Local Ready-to-Wear Brand. This illustrates the event's role in fostering local creativity.

  • Collaboration and global visibility: Designers and brands at JFW are increasingly linked to international platforms, enhancing the visibility of Indonesia's creative scene beyond its borders.

  • Establishing trends: Retailers, brands, and consumers turn to JFW to identify seasonal trends, key color palettes, silhouettes, brand collaborations (local x global), and influencer-driven excitement.

  • Brand participation: Renowned global brands such as Adidas, Nike, Gucci, Prada, Hermès, and Balenciaga serve as significant pillars within the local landscape. Simultaneously, local Indonesian brands utilize JFW to enhance their credibility, garner media attention, and attract potential buyers.


  • JFW serves as a source of inspiration and a collaborative environment for students, professionals, and brands to engage with one another. JFW plays a crucial role in establishing the tone for the Indonesian fashion calendar in 2025.

 

The Fashion Management and Marketing Program

The fashion industry today encompasses much more than mere design. The scope covers marketing, management, brand development, omni-channel retail, digital analytics, influencer strategies, social commerce, and more, particularly on platforms such as Instagram and TikTok, as well as global brand collaborations. With this understanding, our Fashion Marketing & Management program at Raffles Jakarta offers a comprehensive curriculum that integrates business acumen with creative insight. The key components of our program include:

  • Brand and communication strategy: Approaches to effectively market global fashion brands such as Nike, Adidas, Gucci, Prada, and Chanel, alongside local brands in Southeast Asia.

  • Digital and social commerce: Leveraging platforms such as Instagram, TikTok, and YouTube, alongside influencer marketing and performance analytics (including CPA, ROAS, reach, and engagement) to facilitate the growth of fashion brands.

  • Retail and omnichannel management: Understanding the operations of physical stores, such as flagship locations and pop-up shops, alongside e-commerce dynamics in the ASEAN and Indonesian markets.

  • Fashion event and show production encompasses a comprehensive range of activities, including runway design, stage setup, LED lighting, and venue arrangements, along with the management of sponsorships, which play a crucial role during runway weeks and fashion fairs.

  • International collaboration and exposure: Our program emphasizes providing students with a competitive advantage in the fashion industry by promoting travel, engagement in global projects, and participation in competitions.


Raffles Jakarta remains the premier destination in the region for fashion education, and we take great pride in this distinction. The winner of this year's Jakarta Fashion Week hails from Raffles Jakarta, marking a significant achievement. 


 


 

Raffles Jakarta: A Premier Institution for Fashion Education in Southeast Asia

Selecting your educational institution is a calculated decision. Raffles Jakarta distinguishes itself among the fashion institutions in Southeast Asia through its unique offerings.

  • Comprehensive alignment with industry standards: Our curriculum reflects the most current industry KPIs, analytics, brand marketing frameworks, influencer ecosystems, performance tracking tools, and live event operations.

  • International opportunities: Students have the chance to engage with individuals from various countries, attend runway shows, enhance their portfolios, and showcase their designs in competitions (such as those in Milan, featuring Milanese houses and global brand collaborations).

  • Regional leadership: Our institution is situated in Jakarta, the capital of Indonesia, and a significant hub for fashion in Southeast Asia. This facilitates our connections with local and global brands, manufacturing hubs, events, and creative talent.

  • Our students consistently achieve remarkable success, evidenced by prestigious awards such as the JFW winner and participation in esteemed international labs like Mittelmoda.

  • Skills for the future: The program emphasizes data-driven marketing, digital analytics, social commerce strategies, and omnichannel brand management. These are all competencies that you, with your extensive knowledge of analytics and performance tracking, will find valuable and applicable.


We look forward to witnessing your impact on the fashion landscape in Southeast Asia.

 

References

Accio. (2025, August 18). Southeast Asia fashion trends 2025: Market insights & forecasts. https://www.accio.com/business/fashion-trends-southeast-asia

Ahmed, R., Ahmed, E., Elbarbary, A., Darwish, A., & Hassanien, A. E. (2025). Fashion industry in the age of generative artificial intelligence and metaverse: A systematic review. arXiv. https://arxiv.org/abs/2505.17141

Antara News. (2025, September 26). Indonesia’s fashion industry keeps growing, driving economy. https://en.antaranews.com/news/382645/indonesias-fashion-industry-keeps-growing-driving-economy-ministry

Aziz, Y. A., & Poureisa, A. (2025). Social commerce dynamics in online retail: Examining Instagram’s design and its technology. International Journal of Technology and Human Interaction (IJTHI), 21(1), 1–31. https://doi.org/10.4018/IJTHI.390210

Campaign Indonesia. (2025, September 30). Top 10 fashion brands in Southeast Asia 2025. https://www.campaignindonesia.id/en/article/10-merek-fashion-teratas-di-asia-tenggara-2025/1934125

IMARC Group. (2025). Indonesia luxury fashion market size, growth, report 2033. https://www.imarcgroup.com/indonesia-luxury-fashion-market

International Lab of Mittelmoda. (2025, October 17). Announcing the winners of the 31st International Lab of Mittelmoda – The Fashion Award. https://mittelmoda.com/news/announcing-winners-31st-international-lab-mittelmoda-fashion-award

Jakarta Fashion Week. (2025, October 18). Ramai meriah parade pembukaan Jakarta Fashion Week 2025. https://www.jakartafashionweek.co.id/jfw-2025/ramai-meriah-parade-pembukaan-jakarta-fashion-week-2025

Jakarta Fashion Week. (2025). Jenama lokal dalam Fashion Force Award 2025. https://www.jakartafashionweek.co.id/news/jenama-lokal-dalam-fashion-force-award-2025

Ken Research. (2025, September). Indonesia luxury fashion & footwear market. https://www.kenresearch.com/indonesia-luxury-fashion-footwear-market

McKinsey & Company & The Business of Fashion. (2024, October 7). The State of Fashion 2025. https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of-fashion/2025/the-state-of-fashion-2025-v2.pdf

Mordor Intelligence. (2025, September). Indonesia textiles market analysis 2025–2030. https://www.mordorintelligence.com/industry-reports/indonesia-textiles-industry

 
 
 

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