Through Esensial, UNAIR Communication students invite youth to choose local fashion brands

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Esensial activities with Norif Warisman on Sunday, May 10, 2020. (Photo:

UNAIR NEWS – Various famous fashion products are currently popular among youth. This condition makes them refrain paying attention to local fashion brands that are equally competitive.

Realizing this, some students majoring in Communication at Universitas Airlangga (UNAIR) initiated an online event called Esensial. The event was held from Wednesday, April 22 to May 16, 2020 involving several local Surabaya fashion brands, such as Explode Project, Captain East, Dusty Penny, SDTG, Kini Kanan, and Sewenay.

Interestingly, Esensial also collaborated with Norif Warisman, a content creator who focused on covering local brands. Furthermore, Esensial also collaborates with Hari Esok brand from Sidoarjo and Brodo from Bandung.

Raihan Anando as Esensial project manager revealed that the event was held as an appreciation of products made by Indonesian youth in fashion world. “We want to improve the existence of local products while providing education to the public so they are proud to use local products,” he said.

According to Raihan, Esensial wanted to emphasize that local fashion products are also competitive, both in terms of quality, design, and various other aspects. “The trend of local brands is not just a matter of love for the country, but also our contribution to improve the country’s economy,” said the 2018 UNAIR Communication student.

Raihan said Esensial fully discusses local fashion and brands, from educational content, important and interesting information, talk shows, games with prizes, to giveaway. The event initiated by 20 students also invited the community to be creative through Do It Yourself (DIY) content.

The event which was originally in the form of an art exhibition received quite good and positive responses from the public. “We changed this event online by creating creative content through social media platforms, such as Instagram, Twitter and YouTube. As an inaugural event, it gets quite high enthusiasm from the community, “he said.

However, Raihan could not confirm whether the event will continue for a long time. He hoped the event will continue and get more attention from the public.

“We want people to be prouder to use local fashion products and make it one of their favorite products. Especially young people who always prioritize appearance every day, “concluded Raihan. (*)

Author: Erika Eight Novanty

Editor : Binti Q. Masruroh

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