LEPAS taps Jakarta Fashion Week 2027 to position EVs as a lifestyle statement

LEPAS is strengthening its lifestyle credentials through a strategic partnership with Jakarta Fashion Week (JFW) 2027, as the electric vehicle (EV) brand looks to connect with Indonesia's increasingly design-conscious consumers beyond traditional automotive marketing.

The collaboration marks an effort by LEPAS, Chery Group's latest new energy vehicle (NEV) brand, to position mobility as an extension of personal identity rather than simply a mode of transport. By aligning itself with one of Indonesia's biggest fashion platforms, the brand is seeking to build relevance at the intersection of mobility, design and lifestyle.

The partnership began with the Designers' Soirée, a pre-event gathering for Jakarta Fashion Week 2027 that brought together fashion designers and industry professionals to discuss emerging trends, creative inspiration and the growing relationship between design and lifestyle. The event also introduced dialogue between the fashion and mobility industries, reflecting both sectors' increasing focus on experience-led branding.

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"We see mobility, much like fashion, as part of how individuals express themselves. As the fashion world continues to evolve and redefine style, we are also working to introduce a new approach to mobility that is more sustainable, relevant, and aligned with modern lifestyles. With the same spirit of driving creativity, we believe the future will bring harmony between fashion and electric vehicles, shaping a more expressive and conscious lifestyle," said Zeng Shuo, president director of Chery Group Indonesia.

Jakarta Fashion Week 2027 is scheduled to take place from 26 October to 1 November 2026, providing LEPAS with a platform to engage urban consumers who increasingly view mobility as an expression of their identity.

To support that positioning, LEPAS will showcase two vehicles built around what it calls its "Leopard Aesthetics" design philosophy. The LEPAS L8 PHEV is aimed at young professionals seeking comfort and understated elegance for both daily commuting and longer journeys, while the fully electric LEPAS E4 EV targets consumers looking for a more dynamic and expressive driving experience.

According to the company, its design philosophy extends beyond aesthetics to focus on intuitive, comfortable and user-centric experiences - a principle it believes aligns with Jakarta Fashion Week's emphasis on "design with purpose".

Through the collaboration, LEPAS aims to strengthen its positioning at the convergence of mobility and lifestyle, using fashion as a platform to build brand awareness while creating more meaningful connections with modern consumers.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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