HARIANEXPRESS – Jakarta Fashion Week (JFW) has announced a collaboration with LEPAS, a premium New Energy Vehicle (NEV) brand, aiming to strengthen the trend of modern urban lifestyles. This partnership was highlighted during an interview at the GIIAS 2026 exhibition, held at ICE BSD, Tangerang, on Saturday, August 2.
The collaboration seeks to acknowledge the evolving urban lifestyle, where vehicles are increasingly seen as a form of self-expression rather than just transportation. This initiative by JFW and LEPAS focuses on integrating automotive aesthetics with personal identity and modern fashion sensibilities.
A Fusion of Fashion and Automotive
The decision to formalize this cooperation stems from a shared vision regarding contemporary trends, according to Svida Alisjahbana, Chairman of the Jakarta Fashion Week. Both entities identify with consumers seeking authenticity and value offerings that are both premium and accessible.
“We see today’s automotive, as well as today’s fashion, it goes back to the user. They are looking for authenticity and we see in LEPAS that the premium market but accessible, we are also at the Jakarta Fashion Week always bring the forefront, the premium, and also accessible. So this is a very strong collaboration,” said Svida Alisjahbana.
Capturing Early Adopters
Svida Alisjahbana also noted that attendees of Jakarta Fashion Week are typically early adopters in fashion, open to new innovations. This characteristic makes them receptive to exploring cutting-edge automotive designs, creating a natural synergy for the partnership.
“The visitors to JFW are a group that is open to new innovations. The people who attend the Jakarta Fashion Week are early adopters in fashion. As early adopters, they are more open to seeing the leading cars. So we see this as a suitable way to communicate the Jakarta Fashion Week community to experiment with LEPAS,” she added.
Design as a Lifestyle Statement
From LEPAS’s perspective, this collaboration reinforces the brand’s position within the lifestyle segment, as stated by Temmy Wiradjaja, Vice Country Director of LEPAS Indonesia. He emphasized that design and fashion are intrinsically linked elements within the driving philosophy.
“For LEPAS, design has always had a greater role than just aesthetics. Design is our way of bringing experience, character, and emotion into every journey,” Temmy explained. “Therefore, collaborating with Jakarta Fashion Week feels very natural, because we both believe that good design is not only beautiful to look at, but also able to become part of someone’s lifestyle.”
Temmy clarified that the cooperation targets individuals who place significant importance on their overall appearance and lifestyle, extending beyond mere travel. For them, driving a car serves as an extension of their personal expression.
“Driving a car is not just moving from one place to another, but also expressing the lifestyle of the owner,” he added.
The “New Energy, New Lifestyle” Showcase
The intricate curation process to blend fashion designs with LEPAS’s vehicle aesthetics took approximately seven months. This culminated in a dedicated fashion show on the LEPAS booth runway at GIIAS 2026, themed “New Energy, New Lifestyle,” featuring collections from local designers Othman and Danjyo Hiyoji.
During its participation in the exhibition, LEPAS also introduced two flagship electrification vehicles, the LEPAS E4 EV and LEPAS L8 PHEV, under the motto “Drive Your Elegance.” Currently, LEPAS is prioritizing the establishment of its service network across major Indonesian cities, covering both sales and after-sales support, before scaling up sales volumes.
“Currently we are talking about how we prepare the network first in major cities in Indonesia, both in terms of sales and after sales. After that, we will focus on sales volume,” Temmy Wiradjaja concluded.
