Pre – Fall 2017



We believe to sell something with stories, so we choose Lutesha Shadewa as our girl for this Pre-Fall ’17 Campaign. She’s kind of girl that we actually love to work with. Beautiful, inspiring and humble.

Where did you grow up? 
I grew up in Central Jakarta since I was born, but I moved to Bintaro when I was 15 years old.
Where did you go to university and what did you study? 
I went to University of Indonesia and took Dutch Studies as my major.
What did you want to be when you were growing up?
When I was a kid I really want to be a veterinarian, but it turns out I’m not interested in chemistry, biology, and math. So I changed my dream, I want to be an art curator or art director.



“I get to know about myself; my strength and my weakness, it forces me to be more confidence and accept my body the way it is, it makes me realize that we need to take a good care of our body.”


Since when did you start your modelling career?

Since 2013, I joined modeling competition in one of indonesia’s teen magazines.

Tell us about the + and – of being in modelling industries?
The positive sides are; I get to know about myself; my strength and my weakness, it forces me to be more confidence and accept my body the way it is, it makes me realize that we need to take a good care of our body, like nutritient or food, exercising, skincare, etc.
Also, I get to work with a lot of different important people from creative industry, or even better, my idol or people that I look up to.
The negative sides are; people are going to criticize your body, they are going to compare you to the other models that they’re think better than you. Sometimes they’re going to treat you as a mannequin, not a human being
Your life will be measured only by measuring tape and weight scales, therefore, a lot of models developed eating disorders.


What do you think about art? What kind of art were you doing?
Art is expression from our imagination combined with our skill, the outcome could be in visual, audio, motion, and other form.
I think art is very fascinating. You create and express art with your feeling and emotion, and your audience will also feel something about it. It could has the same feeling as yours or different.
When I was in high school I paint and I sketch, I also made collage from vintage magazine such as national geographic from 80s’, now I am a graphic designer.


“My life is surrounded by art. I don’t think I could live withouth art. I love and appreciate art so much and I enjoy every form of art. Therefore I am very passionate about art; watch movie or play, listen to music, read a book, go to an art exhibition or museum, or even create art.”


What kind of woman do you want to be in the future?
Deep down inside, I secretly don’t want to be a well-known and influental person that inspire people around me. I just wan to be an independent woman who is satisfied with my achievements, happy and enjoy my simple life
Do you love your current life?
I do. I am truly blessed. I’ve been given way too many good opportunity and great experience, and I love every second of it
And last one, whats the meaning of fashion for you?
For me, fashion really reflects about yourself. It really talks about you. I personally choose comfortable outfits instead of super fashionable trendy looks that girls dig nowadays. I am definitely a t-shirt, jeans, and sneakers kind of girl.


Photograph Salmon Scape

Model Lutesha

Shoes Charles and Keith 

Stylist Pamela Wirjadinata

Makeup and Hair Devita Pui

Location Genus Indonesia



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