Indonesia’s modest fashion industry has continued to gain recognition beyond its home market, with local brands increasingly taking their designs and creative identities to international audiences. Among them, Buttonscarves has been steadily building its presence outside Indonesia, with Southeast Asia becoming an important part of its journey toward the global fashion stage.
The brand’s expansion into Malaysia and Singapore marks two significant milestones in its international journey. From opening a store at Pavilion Kuala Lumpur to establishing its presence at Jewel Changi Airport, Buttonscarves has taken a strategic approach to entering new markets—combining retail expansion with cultural collaborations, localized collections, and experiences that introduce its signature identity to a wider audience.
Buttonscarves’ First Steps Into Malaysia
One of the key milestones in Buttonscarves’ regional expansion came in Malaysia. On May 11, 2023, the brand officially opened its fifth offline store at Pavilion Kuala Lumpur, one of the city’s prominent shopping destinations.
The opening was more than a new retail milestone for Buttonscarves. It also introduced a special collaboration with Malaysian actress and entrepreneur Mira Filzah through Buttonscarves x Mira Filzah: The Gardenia Series.
Inspired by the beauty of blooming gardens, The Gardenia Series featured 12 color variations and was exclusively launched at Buttonscarves Malaysia. The collection was unveiled as part of the Grand Opening celebration, which also featured a fashion show showcasing the collaboration and a special performance by Malaysian singer Sissy Iman.
The collaboration reflected Buttonscarves’ approach to entering a new market: bringing its signature aesthetic while creating meaningful connections with the local creative scene. Rather than simply introducing an Indonesian brand to Malaysian consumers, the collaboration allowed Buttonscarves to create a collection that was closely connected to the market itself.
Its presence in Malaysia continued to grow beyond the store opening. In 2023, Buttonscarves also participated in Kuala Lumpur Fashion Week as part of its #ButtonscarvesGoesGlobal campaign, further strengthening its connection with Malaysia’s fashion community.
From Malaysia to Singapore
In early 2024, Buttonscarves continued its #ButtonscarvesGoesGlobal journey through a Modest Fashion Exhibition in Singapore, held from January 18–28, 2024, at Design Orchard. In collaboration with the Singapore Tourism Board, Buttonscarves presented a Pop-Up Installation showcasing the Singapore Series, a collection of scarves inspired by the beauty of Singapore and available in 14 colorways. The event marked another step in Buttonscarves’ expansion into the Singapore market, following previous global campaigns in cities including Dubai, New York, Kuala Lumpur, London, and Paris.
In 2025, the brand opened its first Singapore store at Jewel Changi Airport, marking another significant step in its regional growth. The location offers a unique opportunity for Buttonscarves to connect with both local consumers and an international audience. As one of Singapore’s most recognizable lifestyle and retail destinations, Jewel Changi Airport attracts visitors from across the world, making it a strategic location for a brand with ambitions beyond the Indonesian market.
Located at Basement 1, the Buttonscarves store brings the brand’s signature modest fashion aesthetic into an international retail environment. More than a shopping destination, the store was designed to offer an elevated lifestyle and gifting experience, featuring signature scarves and brooches in gifting-ready presentations.
The store also introduced an exclusive Jacquard Voile scarf collection, available specifically at the Jewel Changi Airport location. Through these offerings, Buttonscarves continues to introduce its signature products while creating a retail experience tailored to an international audience.
Modest Fashion Takes a Bigger Place in the Asian Fashion Conversation
Buttonscarves’ regional expansion comes as modest fashion continues to gain visibility across Asia. The brand contributes to this evolving landscape through its products, international retail presence, and participation in regional fashion platforms, bringing a modern interpretation of Indonesian modest fashion to audiences beyond the country’s borders.
This evolution enters a new creative chapter with Mifthahul Jannah as Buttonscarves’ new Creative Director, marking the first transition in the brand’s creative leadership after more than a decade under founder Linda Anggrea. The brand’s growing global presence is also reflected in Linda Anggrea’s recognition as a member of the BoF 500 Class of 2025, The Business of Fashion’s annual list recognizing influential figures shaping the global fashion industry.
Together, these milestones reflect Buttonscarves’ continued evolution as an Indonesian fashion and lifestyle brand with ambitions to strengthen its presence on the global stage.
The Signature Pieces Behind Buttonscarves
Buttonscarves has built its reputation through its signature patterned scarves, known for their distinctive designs and premium quality. Building on this strong foundation, the brand has expanded beyond scarves into a wider range of lifestyle categories, including genuine leather bags, apparel, footwear, and accessories.
While Buttonscarves continues to expand into new markets, its signature products remain at the heart of the brand’s identity. Among them are its scarves, handbags, and accessories—categories that have helped shape Buttonscarves into a broader fashion and lifestyle brand.
Buttonscarves’ scarves, in particular, have played a defining role in the brand’s journey. As a pioneer of printed scarf in Indonesia, Buttonscarves has helped redefine the way printed scarves are perceived through distinctive designs, premium materials, and carefully considered details. Its scarves have become one of the brand’s most recognizable signatures, combining contemporary aesthetics with premium quality.
Beyond scarves, Buttonscarves has also expanded into handbags made from 100% genuine leather, bringing the same focus on quality and design into its accessories offering. From everyday bags to more statement-making silhouettes, the collection of women’s leather bag is designed to complement the modern woman’s wardrobe while maintaining the brand’s sophisticated aesthetic.
Accessories further complete the Buttonscarves experience, offering pieces that can add a distinctive finishing touch to both everyday and occasion-ready looks.
