Level One: Designers’ Heart at Its Best Ground

I don't know about you, but I looove watching “Fashion Avenue” series on cable TV. If you have not seen the show yet, it is about discovering fashion destination within a particular city around the world. The presenter of the show, Jodie Kidd, will be given few thousand dollars to purchase a set of outfits meant for specific occasion from local designers’ boutiques. Sometimes she would find that the price of the outfits she needs exceed her budget, thus require her to reach down her own pocket. When she found a gorgeous pair of Jimmy Choo's glittery high-heels in Italy, for example, she did not think twice to add a thousand dollar to get it.

Women and fashion are quite inseparable by nature. There is just something about shoes, purses and dresses that captures women's attention and (many times) calling them out through their deepest dreams at night *LOL*. However, my point is, shows like Fashion Ave inspire me to visit those places and do the most obvious thing to do: shopping!

Level One is located at Grand Indonesia- east mall (1/F). I bought blazer, short, dress, accessories here. I feel proud wearing them, because usually they are limited collections. Wouldn't want to go to a party and standing next to a girl wearing an identical dress, rightt?? ;p

But not everybody has the luxury to travel at anytime, nor to buy Jimmy Choo’s ankle boots in a blink. I, like common Jakarta residents,  do not want to go far to shop.

Unfortunately, shows like Fashion Ave also made me realized that Jakarta, the capital city that has over 10 million population, does not have fashion destinations that could spoil my unique preference in a rich way. For a moment, curated Brightspot market could answer my euphoria of edgy stuff. However, after a while the crowd was getting bigger (which could up to thousands of visitors per event), while the space has limitation. In that bazaar-like event, I have to admit that it was not comfortable for me to try an outfit right there and then.

Level One is using centralized cashier

Almost a year ago, one of Jakarta’s post mall Grand Indonesia suddenly turned its spacious area in East mall to showcase 22 local designers. The dedicated area on the first floor was called “Level One”, where some of its stores have gained popularity in Brightspot market. After the closing of Harvey Nichols which used to be located nearby, Grand Indonesia decided to expand Level One and add a dozen more brands within the area. It's part of the mall's CSR program, which means, unlike regular merchants, Level One's tenants would get discount for their space.

I was so excited when I knew that I do not have to wait for Brighspot market to get outfits with distinctive stylish designs. If you have visited Ciel, Satcas, Saint and Sinner, Magic Happens and the rest of Level One “gank”, you would know that these young Indonesian designers are so talented and not afraid to be different!  From washed-out materials, torn edges, to unexpected color combination and patterns… Their imaginations would only leave two options for you: love it or hate it. There is no somewhere in between.        

So Indonesia probably still needs a long way to make its “Jakarta Fashion Week” equally appreciated like similar event in New York, Paris or Milan, but at least with a dedicated high fashion destination like Level One I would know where to take Jodie Kidd if she decides to visit, or my traveler friends who are looking to buy local designs to keep Indonesia in the back of their mind. Like Tex Saverio whose outfit suddenly modeled by Lady Gaga, I hope there would be many more designers to receive such international recognition.

Meanwhile, cozy location, edgy architecture, unique interior setting within each outlet, and cool eateries nearby would definitely give window-shoppers more reasons to stay at Level One and come back for more.