Sejauh Mata Memandang (SMM) is an Indonesian sustainable fashion company founded by Chitra Subyakto in 2014. They use non harmful dyes by artisans from Java, Bali, and Sumba, applying traditional techniques from batik (a technique of wax resist dyeing from Javanese origin) to create unconventional motifs. The motifs highlight the "little things" that are features of Indonesian culture like noodle bowls, bamboo, and seaweed farms.
I first reached out to the company out of my personal interest in sustainable fashion and as part of my placement program in Goldsmiths.
Working as a design intern, I made social media posts, product catalogues, and designed clothing tags. This experience gave me a real insight into the way a business operates, specifically within the Indonesian market, and how different teams communicate.
During my time here, there were 2 pop ups; Sayang Sandang, Sayang Alam at Ashta and Bumi Rumah Kita at Senayan City.
One of the first tasks I did at this internship was designing this tag for the Lebaran hampers, this process made me realise the iterative process even with small things like tags, since the printing and readability had to be considered along with the aesthetic and brand image.
These are Instagram stories that I made for Jumat Agung (Good Friday) and Hari Lahir Pancasila (Pancasila Birthday), using images from the brand and playing with different fonts whilst still following a layout to suit the brand identity.
These are product pictures of scrunchies and Lebaran hampers which I photographed and edited on Adobe Photoshop.