Elima, a homegrown ready-to-wear womenswear label, is stepping into its sixth year with the opening of its third store at Sogo Department Store Plaza Senayan. Officially unveiled in early 2026, the new boutique marks another milestone for the brand, following its flagship store in Pakubuwono and Galeries Lafayette Pacific Place.
Elima has built a loyal following among a select circle of collectors who eagerly anticipate each new drop, and this latest expansion marks a broader invitation to delve deeper into their world. With its Plaza Senayan opening, the brand is reaching out to media and fashion lovers across Indonesia, welcoming more women to discover its distinct perspective on urban dressing.
Elima is the brainchild of five women from diverse professional and personal backgrounds: Devi Asmarasari, Laila Azra, Natasya Mahidi, Nazli Basuki, and Fransisca Siregar. They believe that women are created with diverse abilities and strengths, capable of navigating multiple roles in daily life. This philosophy is woven deeply into the brand’s identity. The brand’s signature five-eyed logo symbolizes these five distinct personalities and five perspectives with shared vision.
Elima focuses on urban-inspired ready-to-wear pieces designed to be versatile, layered, and expressive. The collections feature shirts, elongated shirts, jackets, vests, aprons (bibs), skirts, pants, shorts, and coats to encourage effortless mix-and-match styling. All with unique attention to detail like unexpected button placements, that adds to the complexity of their collection. This style was evident in “Merenda Cerita,” the brand’s latest collection presented at Plaza Indonesia Fashion Week 2025.
Through its fifth collection, Elima summarizes the opinions, suggestions, and various everyday stories of urban women around them, which are woven together like lace threads that strengthen and complement each other in dynamic diversity.
