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Inspired by the spirit of Dadaism, JOERDANA aims to reject fashion logic, dismantle elegance and steer back beauty into its primal state. Together with Indonesian founder Sharonn Jordana, Style Cartel presents to you an interview to get a peek on the designer’s thought process and ways of expression.

About JOERDANA:

 

 

 

 

 

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JOERDANA, founded in 2024 by Sharonn Jordana in Jakarta, celebrates bold experimentation and expressive identity. The brand champions individuality, crafting couture pieces that empower and captivate.

Each garment shows meticulous craftsmanship, blending traditional techniques with modern structure and detail. JOERDANA redefines couture for a new generation, prioritizing process over speed and artistry over automation.

By upholding ethical practices and preserving dressmaking heritage, the brand invites wearers to experience fashion as a statement, a ritual, and a reflection of self.

 

 

 

 

 

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JOERDANA Through The Lens Of The Designer

 

 

 

 

 

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1. What are five key words you would use to encapsulate your brand identity and essence? 

Passion, timeless, surreal, assertive and unapologetic.

2. What is the initial impression or feeling would you like your audience to takeaway from your brand?

To feel a mix of intrigue and reverence, as if they are witnessing something raw, powerful, and poetic at once.

JOERDANA should strike them with a sense of fearless individuality, conceptual depth, and artisanal beauty. 

3. In your press release, you wrote:
“Each garment reflects a deep commitment to craftsmanship, combining traditional techniques with modern structure and detail.” Many brands celebrates this narrative. In your view, what uniquely sets JOERDANA apart? 

What sets JOERDANA apart is not only the craftsmanship itself, but the uncompromising conceptual depth behind each piece.The garments are treated as artifacts not gimmics.

Carrying raw emotion, sculptural presence, and narrative intention so they exist as more than fashion; they become a visceral experience.

4. You’ve beautifully stated that the brand’s values “process over speed and artistry over automation.” Could you elaborate on what this statement means to you and to the creative philosophy of JOERDANA ?

For me, ‘process over speed’ means allowing time for intention. I want my work to hold meaning down to the smallest detail and that can’t be rushed.

‘Artistry over automation’ reflects my belief in the irreplaceable value of the handmade. Every piece carries a human touch, a soul, something no machine can replicate.

5. Looking ahead, what future do you envision for JOERDANA? Is the brand’s journey driven more by a desire to inspire others, explore personal discovery, illuminate certain truths, or simply create wearable art?

The journey i envision will be driven by personal discovery and my love for fashion. An ongoing exploration of ideas, materials, and meaning.

At the same time, I hope the brand can inspire others and, in its own way, contribute something valuable to people and to the world.

6. What’s next for JOERDANA? Do you already have specific concepts in motion, or will you be embracing a more go-with-the-flow approach for upcoming projects?

I do have specific concepts already in motion, but I remain flexible.

For me, it’s important to respond to what’s happening in the world, whether that means highlighting certain issues or emotions through a collection or expressing them in a presentation.

JOERDANA will always balance vision with responsiveness.

CRUDE Autumn/Winter 2025 By JOERDANA

CRUDE, Autumn/Winter 2025, is a couture collection shaped by instinct, ritual, and rebellion. Fur, skin, and hair become sacred materials—raw, symbolic, and deeply human. Structured forms meet misaligned cuts, and fractured silhouettes embrace imperfection. Each garment is inhabited, not worn, part relic, part act of resistance.

Inspired by Dadaism, CRUDE rejects fashion’s logic. Elegance falls apart. Meaning fades. Beauty returns to its primal essence.

Defining “CRUDE” By Sharonn Jordana

 

 

 

 

 

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1. Before Surrealism emerged, there was Dadaism, a movement born from the chaos, displacement, and disillusionment of war. Dada rose as a rebellious response to a world that had lost its innocence and reason during the devastation of World War. What drew you to the spirit of Dada when creating CRUDE?

What drew me to Dada was its raw rebellion and rejection of convention. With CRUDE, I wanted to echo that spirit, creating something imperfect, visceral, and real.

2. How do you personally define the term CRUDE? What does this word signify to you, and in what ways is that meaning expressed throughout this collection?

CRUDE means raw and unrefined ,finding beauty in imperfection, which is reflected through rough textures and unfinished details in the collection.

3. What were the key elements you aimed to emphasize in this collection, was it more about the style, aesthetic, or something deeper?

It was about something deeper, using style and aesthetic as tools to express raw emotion, imperfection, and honesty

4. Does CRUDE convey a particular message to your audience or to society at large? If so, what message were you hoping to express? 

CRUDE carries a message about embracing imperfection. a reminder that rawness, vulnerability, and honesty can be just as powerful as polish or perfection.

5. Can you walk me through one of your favourite looks from the collection? What makes it stand out for you?

Probably my favourite piece would be the black sequin dress. It took a great deal of time and process from creating each feather and molding the fabric into the desired shape, to sewing every tiny gathered lock of hair onto the dress.

I think the amount of time I invested in it makes me feel especially connected to this piece.

 

 

 

 

 

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6. What challenges did you encounter while developing CRUDE?

One of the challenges was it didn’t turn out how I actually wanted, as I miscalculated the time to do each piece, it took longer than I estimated it to be.

Thus, there are certain details I couldn’t do in time before the show. I only got about one and a half month to finish 3 looks which wasn’t ideal but i did the very best i could.

7. Could you share the journey of how this collection came to life—from the initial concept to the final execution?

My process begins with sketching random thoughts inspired by everyday objects, surroundings, or small details. I then connect these sketches with materials and fabrics that draw me.

For CRUDE, the spark came from a documentary on early humans—their raw garments and tools—leading me to research and weave those details into my designs.

I work in reverse: I sketch first, discover the concept within the drawings, and finally transform the ideas into finished garments.

8. Lastly, do you see yourself revisiting Dadaism or drawing from it again in future collections, or was this a one-time exploration?

Probably one day. I’ve always been fascinated by Dadaism and Surrealism. But there are still so many beautiful things in the world to draw from.

I can definitely see myself incorporating elements of Dadaism and Surrealism again in the future, as part of staying true to my brand DNA.

What did you think of JOERDANA’s debut at Plaza Indonesia Fashion Week in Jakarta, Indonesia ? Do you think her interpretation of CRUDE accurately reflects the essence of Dadaism?

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