Buttonscarves: Printed Hijabs, Collaborations and the FX Story
The name, the store and the first design clues
Buttonscarves is an Indonesian scarf label; “FX” refers here to its historical Jakarta shop. The name Buttonscarves itself comes from the shape of the scarves’ edges. In December 2018, Hidupgaya reported the opening of a boutique at FX Lifestyle Sudirman and interviewed founder Linda Anggrea. The account dated the label’s beginnings to 2016.
Linda explained that the name came from laser-cut edges shaped like small semicircular buttons. The accompanying Ginkgo collection drew on Japanese autumn scenery, combining brown, blue and green with flowers, branches and leaves. The shop gave customers somewhere to see and handle the cloth, according to Linda. Together, the shaped edge and the nature-inspired print offer a useful starting point for understanding the actual design: the “button” reference was visible in the border, while the scarf’s surface carried its seasonal theme. Hidupgaya, 17 December 2018.
Flowers, illustration and personal associations
Nusantara: recognisable Indonesian references
Buttonscarves worked with Vone Official on the Nusantara Series, announced in August 2021 for Indonesia’s seventy-sixth independence anniversary. The planned release was 16 August, the day before the national celebration. The brand described this as its first Indonesia-themed series and identified Rafflesia, temples, durian and fauna among the motifs.
The collaboration connected two Indonesian labels through a subject drawn from their own country. Its announcement ranged from the archipelago’s western to eastern regions and expressed the makers’ wish to encourage affection for that heritage. On the scarf, botanical forms sat alongside fruit and architectural references, giving the national theme several concrete points of recognition. Our separate account of Indonesian garments and regional textiles explores named clothing traditions and making techniques in their own settings. Buttonscarves, Nusantara Series, 14 August 2021.
Xanadu: two identities within one print
The June 2021 Xanadu collaboration paired Buttonscarves with RiaMiranda. Its announcement described an imagined beautiful place through flowers, roots, trees and waves. Logos from both labels appeared among the motifs, keeping the collaboration visible within the pattern itself.
The brand’s account identified a design challenge: combining two established identities while retaining the character of each. It described discussion between the collaborators as part of resolving that brief. The resulting range was announced in ten colours, two then reserved for Buttonscarves shops. A short film was scheduled for 29 June. The announcement also pointed to a conversation featuring Linda Anggrea and Ria Miranda. The print and the launch presentation approached the partnership from different directions: one brought the labels together on cloth, while the other introduced the people behind them. Buttonscarves, The Xanadu Series, 25 June 2021.
The Wave: a personal metaphor
Allyssa Hawadi’s fourth collaboration with Buttonscarves, described in May 2021, used the wave as its central idea. The brand connected the motif with life’s challenges and the periods of calm around them. The movement of water supplied both the visual subject and the personal metaphor.
A wave can be appreciated as a repeating line or movement across cloth even when the wearer does not share the campaign’s interpretation. Here, the collaborator’s story gives the visual pattern an additional association, leaving room for a personal response to the finished scarf. Buttonscarves, The Wave, 27 May 2021.
The first Nada Series: music translated into pattern
Indah Nada Puspita’s first Nada scarf collection brought musical notes, flowers and the Buttonscarves monogram together in November 2021. The name connected her own name with the Indonesian word for a musical tone. The collaboration followed an earlier Nada Bag, and the brand said preparations for the scarf project had begun in May.
Its twelve colour names extended the musical reference: Do, Re, Mi, Fa, So, La, Si, Cis, Gis, Ais, Dis and Fis. The announcement identified Si as sage, Do as red, Mi as orange and beige, Fa as lilac, and Cis as soft blue. These were names for particular palettes, giving the series a naming system related to its printed notes. The campaign team was in Switzerland at the time, with a live launch planned there. Buttonscarves, The Nada Series, 26 November 2021.
Nada Series 3: the mother behind the tribute
The June 2025 Nada Series 3 placed a family relationship at the centre of the collaboration. Indah Nada Puspita dedicated it to her mother, referred to as Oma in the brand’s account. Flowers and musical elements appeared in the design, accompanied in the campaign by the song Close to You.
The presentation included walking together and Indah’s written expressions of affection for her mother. Colour names such as Painting, Ice Cream, Movie Night and Love Letter continued that interest in shared activities and personal messages. Twelve colours were described, and the announcement identified Traveling and Photography as Plaza Indonesia exclusives.
The colour names tied this edition to everyday activities and affection for Oma, making the tribute visible through both the scarf and the words used to identify it. Buttonscarves, Nada Series 3, 18 June 2025.
Blume: a shared motif across different garments
Sarah Sofyan’s Blume Series opened 2023 with blossoms as its theme. The brand presented twelve scarf colours and described earlier collaborations with Sarah, including Orchide and Orchide Extended. The new floral collection was linked to the idea of beginning again and continuing to grow, an intention expressed by its makers.
The same motif also appeared on prayer robes. Those were announced in five colours: Jet Set, Blanc de Blanc, Moonlight, Over Cast and Pink A Boo. The scarf range was broader, so the two product groups shared a design without having identical colour selections. The matching motif connected the pieces, while their different forms and colour ranges kept them distinct. Buttonscarves, The Blume Series, 6 January 2023.
A place or an interest becomes a pattern
El Mar Minorca: underwater forms and changing colour
Kiki Siantar, known as Mmehuillet, drew on a visit to Minorca for the El Mar Minorca collaboration announced in March 2022. Buttonscarves identified coral reefs, seaweed and other underwater elements as the print’s sources. The scarf project followed Kiki’s January apparel collaboration with Benang Jarum, carrying the same place-inspired idea into another part of a wardrobe.
The announcement described Kiki as an Indonesian designer and entrepreneur living in France. Her travel experience supplied the setting for a range of thirteen colours, with names including Sunset, Ocean, Seaweed, Sand and Dawn. Some versions used gradients: the colour changed across the cloth, giving the marine motifs a shifting background. That distinction matters within the design, since a repeated underwater form can appear against several tones rather than one flat field. Buttonscarves, El Mar Minorca Series, 1 March 2022.
Grand Prix: a circuit and a wheel-shaped brooch
The Grand Prix Series with Diandra Gautama made motor racing part of the scarf’s visual language. In February 2023, Buttonscarves described a pattern inspired by Yas Marina Circuit in Abu Dhabi. The twelve-colour range was divided between six monochrome and six bolder choices. Colour names including Apex, Grid, Fastest Lap and Grandstand continued the racing reference.
The accessories developed that idea in a different form. An eighteen-millimetre brooch used a wheel shape with a B at its centre, in silver, gold and black versions. Two gold-coloured B charms appeared on opposite sides of the scarves. Diandra’s work in racing and car reviewing supplied the collaboration’s personal connection. Circuit imagery, the language of a race and the wheel-shaped accessory gave that connection several distinct expressions, from the overall pattern to its small finishing details. Buttonscarves, The Grand Prix Series, 6 February 2023.
Screen stories and playful partnerships
The Little Mermaid: an underwater setting
Buttonscarves introduced its Disney Little Mermaid collaboration in July 2021, describing it as the label’s first international brand partnership. Its account identified coral, shells, kelp and seaweed within a ten-colour scarf range. The underwater setting supplied the printed imagery, while Ariel’s curiosity and adventurous character informed the story the brand told around it.
The announcement addressed adults who remembered the film from childhood and might now share it with their children. That stated intention explains the emphasis on recollection alongside the marine design. Buttonscarves, The Little Mermaid Series, 22 July 2021.
A different interpretation followed at a Malaysian label in 2022. Our Naelofar design story follows that separate collaboration and its own garments and motifs.
Frozen: flowers, snow and ice
For the Frozen Series, announced in January 2022, Buttonscarves combined floral elements with snow and ice references. Its account connected the project with Anna and Elsa’s adventures and the qualities of courage and persistence that the brand admired in them.
The twelve colour names included Ice Water and Aquamarine alongside Black, Brunette, Teaberry and Willow. This gave the wintry theme a broader palette than a single icy shade. Flowers, snow and ice provided the shared imagery across those versions.
The campaign team travelled to Finland for the photography. In the brand’s account, cold and snowy conditions became part of making the presentation, giving the collection a setting related to its fictional inspiration. The scarf release was planned for 27 January 2022, with a campaign video accompanying the launch. Buttonscarves, Frozen Series, 25 January 2022.
Dream Park: a theme carried across accessories
The Dream Park Series, introduced in February 2022, brought Minnie Mouse silhouettes, flowers and a Ferris wheel into square scarves and shawls. Twelve colours were announced. The project also marked the second anniversary of sister label Benang Jarum, which contributed clothing.
The bags developed different parts of Minnie’s identity. Donna and Puzzlea used her head silhouette on flap designs with gold-coloured B details and chain straps. Name It used Minnie Mouse lettering on a tote; Yumi carried her bow. These were related pieces with different graphic treatments.
The brooches likewise distinguished form from finish. A rounded frame surrounded one Minnie silhouette, while another design used a woven-looking texture. Gold, rose-gold and silver versions were announced. The accompanying Dream Park exhibition at Pondok Indah Mall 2 was scheduled for 14–20 February. From scarf to tote to brooch, the collection gave the character’s silhouette, name and bow separate roles within the range. Buttonscarves, The Dream Park Series, 14 February 2022.
Friendship: character references through colour and symbols
The My Little Pony collaboration, announced in October 2022 as the Friendship Series, drew on Friendship Is Magic. The brand introduced the ponies through their different personalities and identifying symbols, known in the stories as cutie marks. Friendship between contrasting characters supplied the campaign’s central idea.
Fourteen scarf colours took character names, including Rarity, Fluttershy, Rainbow Dash, Twilight Sparkle and Pinkie Pie. Buttonscarves described playful colours and elements associated with the individual characters, extending the connection beyond the collection’s title. The range included voile and satin squares as well as satin shawls, so the same collaboration appeared in different scarf formats.
A separate package contained six brooches in different colours. The brand connected the project with friendship among its own customers, presenting that as a hope for the campaign. Buttonscarves, The Friendship Series, 25 October 2022.
The Parisian Series: a city across scarf, bag and brooch
Buttonscarves’ December 2022 Emily in Paris collaboration involved Paramount Consumer Products. The Parisian Series used flowers, buildings and the Eiffel Tower across scarves in fifteen colours. Square formats and shawls placed those references on different shapes, while the surrounding accessories extended the city theme.
The Emily Alma Flap Bag came in two sizes and carried a floral twilly, with charms referring to a rose, the programme and the Eiffel Tower. A larger brooch combined the B with a peony; a smaller set used a croissant, camera, Arc de Triomphe and hat. These details make the collaboration more specific than simply borrowing the name of a fashionable city. A building can appear within a broad scarf composition, then become a recognisable small charm. The same setting was translated into objects with different scales and places in an outfit. Buttonscarves, The Parisian Series, 23 December 2022.
Chupa Chups: flavour names and a daisy shape
The August 2023 Chupa Chups collection brought confectionery references into scarves, sandals and brooches. The ten scarf colours used flavour-related names, including Strawberry Cream, Mango and Blueberry, within a palette described through pink, blue, orange and yellow. A daisy form combined with the B linked the candy identity to the fashion label.
The brooches did not all work in the same way. The announcement distinguished ring designs, which had no clasp, from the petite package’s eighteen-millimetre clasped pieces. This is a concrete difference within the coordinated range: a shared theme does not make every accessory the same object. On the sandals, the daisy appeared as a gold-coloured detail. The sandal itself had adjustable upper straps and a slingback, placing the daisy ornament on footwear with its own distinct construction. Buttonscarves, Chupa Chups Series, 10 August 2023.
Journeys translated into scarf designs
Garuda Indonesia: destinations around a globe
The Journey Series with Garuda Indonesia, described in November 2022, brought travel into the scarf pattern through flowers, a compass and a globe. The announcement connected these motifs with destinations associated with the airline and with the two Indonesian brands’ wish to reach an international audience.
Fifteen colours used place names. Indonesian destinations such as Denpasar and Labuan Bajo appeared alongside Tokyo, Hong Kong, Melbourne and other cities. Jakarta, Amsterdam, Osaka and Sydney were grouped into a separate package in the announcement. The range included voile and satin squares, with different square sizes described.
The compass and globe supplied clear travel references within the floral surface. The place names extended the theme into the way each colour was identified: a scarf could be connected with a destination through its name as well as with travel through its motif. Buttonscarves, The Journey Series, 28 November 2022.
Singapore: a city collection and a temporary presentation
The Singapore Series was developed with the Singapore Tourism Board and announced in January 2024. Buttonscarves described tall buildings and green parks among the inspirations, bringing the built city and landscaped spaces into the same project. Colour names included references such as Vanda, Orchard Road, Merlion and Black Coffee.
The collaboration also had a physical setting. Its modest-fashion exhibition was scheduled for 18 to 28 January at Design Orchard, with an installation in the Level 2 amphitheatre and the collection presented downstairs. Chili and Garden were identified as colours reserved for that location at the time. The scarf therefore belonged to both a printed city story and a dated local presentation. Its names connected flowers, familiar food and drink, buildings and public spaces within the same collection. Buttonscarves, Singapore Series, 18 January 2024.
Switzerland: landscape and campaign location
A December 2024 collaboration with Switzerland Tourism used mountains, villages, cities and lakes as the starting points for the Switzerland Series. Buttonscarves described twelve colours with two additional Plaza Indonesia exclusives. The collection connected its printed landscape ideas with a campaign featuring Linda Anggrea, Sarah Sofyan and Harumi.
The account followed them through Zurich, Lucerne and the Jungfrau area. Its captions placed the group on the route from Lake Lucerne to Vitznau and in Höhematte Park, while other images identified Linda in Viola, Harumi in Gentian and Sarah in Calluna. The names of the wearers, the places and the scarf versions remained attached to the presentation.
That detail gives the campaign a specific itinerary and wardrobe. The collection’s inspiration was broad Swiss scenery, but the accompanying account located particular scarves within particular visits, bringing the imagined landscape of the print into a documented travel setting. Buttonscarves, Switzerland Series, 12 December 2024.
From a printed scarf to a runway wardrobe
New York: ten looks built around the monogram
Buttonscarves presented The Dream Capsules through the Indonesia Now group show in New York on 13 February 2023. Its account identified ten ready-to-wear looks, including a blazer coat, shirt dress, denim shirt, classic shirt and blouse. The signature monogram appeared within complete clothing combinations.
Black, warm neutrals and midnight blue were accompanied by red and pink-clay accents. Lace, puff sleeves and pleating introduced further detail. The collection therefore developed the label’s appearance through both garment shape and surface: sleeves could supply volume while a pleated section changed how a piece fell.
The wider presentation also included Buttonscarves Beauty as the announced beauty sponsor for Indonesia Now. Its Popping Autumn direction combined autumnal colours with brighter accents. Buttonscarves, New York Fashion Week A/W 23–24, 20 February 2023.
London: the monogram gains texture
Enchanting Dreamscape was Buttonscarves’ collection for the Indonesia Now presentation in London on 18 September 2023. Its October account described the signature monogram alongside embossing, quilting and lace, with brighter colours helping shape the collection’s appearance.
The textile treatments are central to the design proposition. A monogram can be read as a graphic mark, but quilting and embossing also invite attention to relief and surface. Lace introduces another kind of detail within the ensemble. Together, the named techniques gave the familiar motif several kinds of texture, adding dimension to the printed idea. Buttonscarves, London Fashion Week, 2 October 2023.
Dubai: neutral fabrics and enlarged bags
Lucent Dusk appeared at Dubai Fashion Week on 5 September 2024. Buttonscarves described a neutral palette across satin, jacquard, tweed, cotton and organza, with embossed patterns and beaded details. The collection brought differences of texture into a restrained colour direction.
The runway enlarged three familiar bag designs: Nina, Mindy and Beverly. Their increased size made the accessory a conspicuous part of the outfit’s outline. Alongside those enlarged forms, the garments carried smaller surface details through embossing and beads.
The brand’s account placed the show in Dubai Design District and identified Laura Basuki, Alyssa Daguise and Putri Marino among its guests. Buttonscarves, Dubai Fashion Week S/S 25, 18 September 2024.
A campaign face and a later styling collaboration
The Crown: Halima Aden and a defined visual theme
Halima Aden appeared as the campaign icon for The Crown Series, which Buttonscarves’ July 2024 account dated to a 14 June release. The fourteen-colour collection combined baroque-inspired pattern with chains and a crown theme. Named examples included Moonstone, Sapphire, Black and Citrine.
Buttonscarves connected the crown with dignity and women’s strength, explaining why it chose Halima to represent the campaign. That was the intended message of this particular project. The design expressed it through ornament and interlinked forms, with several palettes carrying gemstone names. Buttonscarves, The Crown Series, 12 July 2024.
Alexandra Lapp: scarves within a wider accessory wardrobe
The March 2026 collaboration with Alexandra Lapp brought the German-based fashion figure’s styling perspective into a scarf and bag collection. Buttonscarves described her approach through a combination of classic and modern elements. Its announcement identified scarves made from silk alongside voile versions, offering different materials within the collaboration.
The Alexandra Bag used pebble leather, gold-coloured B hardware and a removable strap. The announcement described carrying it with the strap or by hand, giving the same accessory two arrangements. The hardware kept the label’s initial visible within the bag design.
The announcement also described the scarves as accessories beyond their use as head coverings. That broader intention connected Lapp’s styling contribution with Buttonscarves’ roots in modest fashion. Buttonscarves, Alexandra Lapp collaboration, 31 March 2026.