Faustine Arthaputri (MILCAH)

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MILCAH is an Indonesian womenswear brand, founded and owned by the sisters, Faustine Arthaputri and Eda Arthaputri. The brand embodies feminine boldness and modern flair and represents today’s modern women with their complexity and needs. The silhouettes emphasizes on comfortable garments that flatters and a twist on basic shapes, to create a day to night effortlessly stylish pieces. Milcah has grown to sell the products in 5 stockists in Jakarta Indonesia, including Debenhams, The GOODS Dept, Galleries Lafayette Jakarta and not to forget their own online store www.milcah.co

The Philosophy

Our team have this inside-slogan “It’s Your Story”. It is actually how we want our products to be. To give everyone the freedom to wear our product anyway they like, to let them put story and life into it. Embracing the idea that every woman is unique and never identical, you can find some of our items can be worn in many ways and easily mixed and matched. We always think that the need to be ‘seen’ should not sacrifice comfort. So we put this in our clothes, that each has to have an ‘it’ factor, no matter how simple it is. We work on basic shapes to make it more unordinary without reducing the essence. For example instead of making a plain white shirt, we add a long adjustable shawl on the shirt to make it more unique, but still having the plain white shirt kind of feel. Actually, that is the story how we discover our signature shawl shirt.

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https://www.youtube.com/watch?v=_kx8cSMWxuA&feature=youtu.be

https://www.youtube.com/watch?v=cWmoEoNG8hs&feature=youtu.be