Mothercare taps Klamby, KAMI for exclusive modest fashion collaboration this Ramadan

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Mothercare Indonesia is bringing modest family fashion into the spotlight this Ramadan with three new collections, including limited-edition lines created with local labels Klamby and KAMI. The campaign, ‘Ramadan bersama lebih berarti’, highlights practical, stylish options for families and is now in stores and online.

This marks Mothercare Indonesia’s third year collaborating with local fashion brands to create limited-edition collections, reflecting a growing interest in combining global standards with distinctive local designs. The move is also seen as a way to support Indonesia’s creative economy by bolstering the modest fashion sector.

“We understand that functional comfort and decision support are now priorities on par with Hari Raya aesthetics. Through this campaign, Mothercare brings a prestigious synergy with renowned modest fashion labels, Klamby and KAMI. This collaboration meets parents’ desire for coordinated and comfortable outfits to accompany their families in every moment, from daily Ramadan routines to the homecoming journey,” said Kartika Tirta Putri, general manager of marketing at Multitrend Indo.

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Beyond clothing, Mothercare has introduced various initiatives to enhance the Ramadan shopping experience. Customers can enjoy Ramadan rewards with cashback up to IDR 1 million (US$59.5), while essentials for the homecoming journey – including the latest Bugaboo Dusty Pink stroller – are available to help families travel in comfort during mudik.

The Mothercare Ramadan Fashion Show was held at Morrissey Hotel Jakarta, featuring collections for children aged newborn to 12 years. The show included appearances by public figures such as Zaskia Sungkar, Afifah Yusuf, Mega Iskanti, Mira Agile, and child models from Get Up Edutainment & Talent Management.

“Ramadan and Idul Fitri are always about gathering with family. Through my collaboration with Mothercare, I’m happy to see how comfortable, modest, and stylish clothing can be worn by the whole family, including children. The collection is not only visually appealing, but also functional for supporting family activities throughout Ramadan and the Hari Raya celebrations,” said Sungkar.

Recognising that Ramadan increasingly involves travel and visual storytelling, Mothercare designed the campaign to offer practical yet curated family fashion solutions. Activities such as personal shopping sessions with stylist Lizda Fathia and personal colour consultations with My Colour Indonesia aim to help parents select coordinated outfits suited to their family’s character, activities, and festive journeys.

“In line with the ‘Ramadan bersama lebih berarti’ campaign, Mothercare highlights the meaning of family togetherness inspired by the tradition of dressing neatly for Hari Raya, while reaffirming its commitment to delivering children’s and family fashion that is seasonal, high-quality, and meaningful for celebrating Idul Fitri together,” concluded Putri.

Mothercare, part of Multitrend Indo and the Kanmo Group, operates 55 stores across 20 major Indonesian cities and has a rich 60-year heritage in supporting parents and children. Multitrend Indo itself runs 126 stores across multiple global and local brands and is a key player in Indonesia’s retail and omnichannel ecosystem.

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