America has long been seen as one of the world’s fashion barometers—a place where trends are born, identities are expressed, and cultures collide through style. But for Octaviani Asmaralda, better known as Alda Hamid, fashion is more than clothing. For her, it’s a way to preserve identity and stay connected to her Indonesian roots, even thousands of miles from home.

Alda built her career in Jakarta, Indonesia, starting in 1997, gaining over 15 years of experience with leading advertising agencies such as Dentsu and Ogilvy. She earned a reputation for creativity and leadership across high-profile campaigns in diverse industries. In 2012, she joined the production house Visual Farm as Executive Producer, leading large-scale projects and refining her expertise in brand storytelling.

After moving to the U.S. in 2018, Alda found Indonesian fashion hard to access—an experience that inspired her to launch Warna Sepadan, a platform showcasing Indonesia’s rich artisan heritage with a modern touch.

How Retail Shaped Her Vision

Alda explains how her background in retail and e-commerce shaped Warna Sepadan:

"I worked at Nordstrom for nearly two years, where I learned how modern retail adapts and evolves. Later, I spent more than two years at The Taste of Germany, where I saw how cultural identity could be promoted and embraced through online platforms. From these experiences, I asked myself a simple yet powerful question: why not do the same for Indonesian fashion?"

She adds, “For me, kebaya and batik are symbols of heritage—art forms of tradition, craftsmanship, and pride. I believe they should be seen as contemporary fashion that belongs on the global stage.”

The Birth of Warna Sepadan

To bring this vision to life, Alda teamed up with her longtime friend Laksmi Duhita, known as Ita, who brought valuable retail experience from Macy’s—an iconic American department store—and The Taste of Germany.

Together, they founded Warna Sepadan (warnasepadan.com) with a clear mission: to create a global platform where Indonesian designers can showcase their work and connect with audiences worldwide.

Their philosophy is simple yet inspiring: Indonesian creations deserve not only to shine on prestigious runways like New York Fashion Week but also to be accessible, wearable, and affordable for everyday consumers.

Warna Sepadan serves both the Indonesian diaspora in America and American customers eager for authentic, unique fashion inspired by Indonesian heritage.

Taking Indonesia to the Streets of America

Beyond its online store, Warna Sepadan actively participates in cultural festivals and events throughout the DMV (Washington D.C., Maryland, Virginia) area, bringing Indonesian fashion closer to local communities. Building on this success, they plan to expand to other cities across the U.S., sharing Indonesia’s rich artisan heritage with a wider audience.

Hanna shared her experience after discovering Warna Sepadan in Washington D.C.:
"I stopped by their stall at the annual Indonesian festival in D.C. Their products are beautiful! I bought a pair of flip flops that traveled around Europe with me, and I still absolutely love them."

A Vision for the Future

For Alda and Ita, the dream is simple: to make Indonesian fashion a visible and accessible part of the American market—modern, stylish, and world-standard. Through Warna Sepadan, they also aim to be a bridge for small and medium-sized Indonesian businesses, helping them reach the U.S. and share their unique creations with the world.

Explore Indonesian fashion collections at: warnasepadan.com

Written by: Yogi Leksono, Photo by: Octaviani Asmaralda