alex [a] lexa
Alex[a]lexa is a fashion label founded by Monique Natalia Soeriaatmadja in collaboration with her husband and partner Sendy Soeriaatmadja. Having set out creating the label in Jakarta in 2011, the brand quickly became the talk of town with their modern take on urban dressing. Self -taught with a basic knowledge of pattern drafting and fashion design taken through short courses, Monique, the Creative Director of the brand, considers herself an eternal student learning from anyone and anything she encounters, and she applies this sense of studious curiosity in all of her designs. With a bachelor degree from the prestigious University of Indonesia majoring in Communications and a hobby for all things fashion and DIY, she sharpened her fashion taste as a beauty and fashion stylist and writers at several major publications such as Female and Cosmopolitan Indonesia. This interest combined with a Master’s education in Interactive Media at the Goldsmiths College, University of London, which...


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