Alleira Kids: Premium Clothes for Little DarlingsArchive
Known for its beautiful high quality goods, Alleira Batik, which was established in 2005, has undeniably become one of Indonesia’s most recognisable contemporary batik labels. In 2008, this premium batik brand launched Alleira Kids, and much like Alleira’s clothing for adults, its children’s wear also reflects stylish designs.
In the past, traditional textiles, including batik, were generally perceived by Indonesians as fabrics for mature men and women and usually worn solely for formal events, such as weddings. Batik labels, including Alleira, want to show people that traditional clothes are also suitable for casual daily wear, and can be worn by anyone, from kids to grandparents.
Alleira Batik (whose name was inspired by the English word: allure) was previously known as Allure Batik. Since its inception, this modern batik brand has had a mission to create high quality batik garments that would appeal to both local and international markets, and can be worn comfortably by fashionable people, including young people.
Alleira, in a nutshell, offers a taste of Indonesian design, but with a modern twist.
“We combine ancient batik patterns, such as parang (knives) and kawung (palm fronds), with non-traditional ones like paisleys and large, baroque floral designs,” says Anita Asmaya Sanin, Creative Director of Alleira Batik.
The designs of Alleira’s clothes are up to date, yet its batik textiles are meticulously made in the traditional way, using techniques that go back centuries. Alleira does not use machine-made printed batik; Alleira’s outfits are made of traditional handmade batik fabrics, namely batik cap (hand-blocked batik, made by using a copper stamp) and batik tulis (hand-drawn batik, made by using canting, a copper vessel with a spouted nib).
The non-machine, traditional batik-making process is complicated; for example, as the batik textiles are dyed manually, it is very difficult to get the exact colours wanted. “For instance, when we wanted chilli red, even though we always use the same formula of dyes, the textiles sometimes turned out either maroon or even brownish, certainly not chilli red as expected,” says Anita.
Interestingly, Alleira also uses airbrushing to give unique colour gradiations onto its hand-drawn and hand-stamped batik fabrics. “At the beginning, all of our garments used airbrushed batik textiles, as airbrushed batik is actually Alleira’s signature. However, for five years now our clientele has had the option of buying non-airbrushed batik clothes, as we now offer both airbrushed and non-airbrushed batik; the choice is theirs,” says Anita.
After winning the hearts of well-heeled Indonesian fashionistas, Alleira has enthusiastically extended its collections to children’s wear in 2008. Alleira Kids targets parents who are willing to pay more for high quality goods for their little darlings.
As a brand that offers merchandise at premium price tags, quality and comfort is of the utmost importance to the team of Alleira Kids. Just like its adult clothing, Alleira Kids’ items also reflect superb craftsmanship, and for comfort’s sake, the goods are made of cotton; some outfits even combine cotton with other textiles, such as tulle. “We make sure that Alleira Kids does not produce any clothes that will cause discomfort, such as tight necklines or tight armholes,” says Anita.
Alleira Kids launches four collections yearly, divided into 4 festive seasons: Chinese New Year, Eid Mubarak, Christmas and Spring / Summer collections. The line caters children from six months to twelve years of age. For the discerning little clientele, Alleira also offers custom-made fashion items, from simple, casual clothes to one-of-a-kind lavish apparel.
When I visited Alleira boutique, located at the high end Plaza Indonesia mall, there were shirts, cropped jackets, dresses, blouses, skirts, and even cheongsam among the beautiful kids’ goods on display – little boys and girls will surely be spoilt for choice.
Colourful children’s garments make up most of the merchandise on offer, but you can also find little clothes in dark colours as well, such as navy blue and black. Although they are unusual colour choices for kidswear, interestingly, the apparel, which combine elegance and playfulness, sell well.
As mothers generally like to dress up their daughters as their “mini-me” by buying kid-sized fashion items that resemble their own wardrobe, Alleira also offers mother and daughter matching outfits, as well as father and son matching garments. Since Alleira also offers custom-made clothes for adults and children alike, those who like the idea of coordinating clothing for parents and kids, may order bespoke apparel for their family.
As for prices, the majority of Alleira Kids’ clothes are priced from approximately IDR 300,000 to IDR 800,000 – however, there are outfits that cost up to some one million Rupiah, such as a gorgeous long jacket made of silk (this luxurious silk item is a rarity – most of Alleira’s children’s wear on offer are made of cotton).
Just like Alleira’s adult-sized collection, the kid-sized ones use hand-stamped and hand-drawn batik fabrics too – thus they are priced higher than other children’s batik goods in general, which used machine-made printed batik. These batik textiles are appropriately priced higher than machine-made printed batik cloths due to the hours and efforts that are put into each piece.
Even if the initial plan is to buy some garments for your little darlings, after feasting your eyes on the adult-sized impeccably tailored clothing, you may be tempted to buy some beautiful Alleira clothes for yourself, too (don’t say that I didn’t warn you).
Alleira Kids ensures that children are able to look as fashionable as their parents - just beware that the little ones may even look cooler than their moms and dads!
Alleira Kids are available at:
Shop Unit # 104 Level 3
T: (+62-21) 2992 3738
West Mall UG #10
T: (+62-21) 2358 0829
Note: There are many Alleira boutiques in Jakarta, located in Kemang and various malls, including Grand Indonesia,