Buttonscarves Brand Guidelines: Monogram Scarves, Giant Bags and a 2016 Modest-Fashion Label

A modest-fashion label that began with printed scarves in 2016.

Buttonscarves is an Indonesian modest-fashion label founded in 2016 by Linda Anggrea. The business news site Investortrust gave that founding year in November 2023, and Industry.co.id, reporting on the label’s fifth anniversary in April 2021, dated its start to 31 March 2016. From the beginning its main product was the scarf, worn as a hijab or as an accessory, and Industry.co.id wrote that the first collections of 2016 used watercolour motifs and colours, a look that set the tone for the early years.

Physical shops came two years in. Its first store opened in 2018 at fX Sudirman, a shopping centre in central Jakarta, Industry.co.id reported, and within a year it had added stores in Banda Aceh, Padang, Pekanbaru, Bandar Lampung, Jambi, Palembang, Bandung and Surabaya. In 2019 Buttonscarves showed a friendship-themed collection, Les Amities, at Jakarta Fashion Week, and in 2020 it opened its first store in Kuala Lumpur. By April 2021 the same report counted 24 Buttonscarves stores in Indonesia and two in Malaysia.

The range widened around that fifth anniversary. In March 2021 the label added footwear with the Kefi Sandal, offered in six colours, alongside a Zoey Bag and an Audrey Sweatshirt, Industry.co.id reported. A sister brand, Benang Jarum, launched in 2020 for casual modest clothing, followed by Benang Jarum Couture for more formal pieces.

At that point Linda Anggrea was the label’s creative director. The company grew into a group: by November 2023 Investortrust described her as head of Modinity Group, which it said managed seven brands; in 2024 Fortune Indonesia reported her title as chief executive of Modinity Group, with Buttonscarves the group’s main label. Buttonscarves now presents itself on its own website as a Southeast Asia-born fashion brand shaped over more than a decade.

Monograms, printed squares and a magenta anniversary.

The visual language of Buttonscarves rests on printed scarf squares and on a series of monograms. The company’s website says that over more than a decade it has introduced several monograms, each with its own character, and that these have become its signature; it names the Bimu Monogram among them. The same pages describe its scarves as carrying patterns and city-inspired designs, and collaborations, rather than plain colour alone.

That system was on show for the label’s tenth anniversary. In early April 2026 Buttonscarves held an anniversary evening in the Grand Ballroom of the InterContinental Jakarta, the design and lifestyle magazine Sugar & Cream reported in May 2026. The anniversary collection was anchored by the Bimu Horizon Square in thirteen colours, with the Britney Bag, Joy Bag, Alba Bag and Everyday Cap, all in a Viva Magenta palette. Sugar & Cream read the collection as a refinement of the label’s existing forms rather than a break with them. The company’s website describes the anniversary square as the Bimu Monogram with a 10th Anniversary logogram in thirteen gradient colours.

Campaigns have leaned on scale. Investortrust reported in November 2023 that Buttonscarves had built a giant “Hold Me Bag” installation, about five metres high and eight metres wide, at Times Square in New York, near the Eiffel Tower in Paris and by Tower Bridge in London. In October 2024 Fortune Indonesia reported that the giant pop-up at Times Square had taken place in February 2023.

The identity itself has been updated. At a press event in Jakarta on 10 October 2024, Fortune Indonesia reported, Linda Anggrea announced a new logo and a new tagline for 2025, and introduced four brand ambassadors for the campaign: Putri Marino, Laura Basuki, Alyssa Daguise and Halima Aden.

Indonesian beauty and modest fashion.

Indonesian beauty and modest-fashion brands tend to present themselves through people, packaging and the places they sell, and only occasionally through a published identity manual. Logos and colour codes are rarely documented in the press, so a design reading has to rest on what companies show in public: the pack, the campaign, the ambassador and the corporate page that names founders and owners.

Halal statements are part of that picture, but companies publish them in different ways. Liputan6 reported in 2022 that Wardah received a halal certificate from the Majelis Ulama Indonesia in 1999, while Wardah’s founder told The Jakarta Post in 2019 that the brand did not put its certificates at the centre of its advertising. A marketing analyst quoted by the same paper linked the growth of halal cosmetics to the spread of the hijab as everyday fashion from around 2009, saying that fashion and cosmetics moved together.

Campaigns lean on familiar faces. Singers, racing drivers and other public figures appear as named ambassadors in dated launches, from a 2014 Wardah event in Jakarta reported by Fimela to a 2026 lip campaign shot in Dubai and Abu Dhabi, covered by Marketing-Interactive. Marketplace launches matter as much as shops: Monocle reported in 2025 that Paragon Corp sells through livestreams on TikTok, Shopee, Lazada and Tokopedia, and Sinar Harian reported that Emina’s 2022 Malaysian launch named Shopee, TikTok Shop and Watsons as its outlets.

Group ownership shapes the field. Paragon Corp, founded in 1985 and renamed in 2011, runs a family of brands for different ages and budgets, and older houses with roots in the jamu tradition sit alongside it with their own founders and corporate histories. Each guide in this series describes those owners plainly, dates every ambassador and launch, and treats colour and type as our own unofficial interpretation.

A new creative director after a decade.

Buttonscarves has spread beyond Indonesia mainly through Malaysia. Investortrust counted five stores in Kuala Lumpur, including one at Pavilion, in November 2023, and Fortune Indonesia reported six Malaysian stores in October 2024. As of October 2026, the designer profile on the Jakarta Fashion Week website, written in the brand’s own words, gives more than 50 stores across Indonesia, Malaysia and Singapore, and says the range has grown from scarves to bags, ready-to-wear, accessories and beauty. The same profile lists collaborations with Disney and with the series Emily in Paris, and work with tourism boards in Singapore, Dubai and Switzerland; those are the company’s own statements.

The creative leadership changed in 2026. In September 2026 Medcom reported that Buttonscarves had appointed Mifthahul Jannah, known as Mitha, as its new creative director, the first time the role had passed on after more than a decade under the founder. Mitha had been chief of product development at Modinity Group and is co-founder and creative director of Benang Jarum; Medcom wrote that she would now lead the creative work for Buttonscarves, Buttonscarves Beauty and Benang Jarum. Linda Anggrea remains founder and chief executive of Modinity Group, with a focus on supply chain, operations, talent and partnerships, the same report said. The company’s website now quotes Mitha as creative director on the place of craft in each piece.

Its path runs from a scarf label in 2016 to a group of brands with a beauty line, sister labels and stores in neighbouring countries, documented step by step in the Indonesian business press.

For a design guide, Buttonscarves shows how a monogram and a printed square can carry a whole label, from scarves to bags and campaign installations. Compare Erigo, another Indonesian fashion label that grew through online selling, and Wardah, an Indonesian beauty brand. For this guide we use a deep magenta, a blush and a plum ink with a serif, an unofficial interpretation; no product or logo is reproduced.

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