South East Asia and Oceania


Lungsin, Effortlessly Traditional

December 20, 2021

It is quite common to use traditional clothing to show our pride as Indonesians, but most of the times, these kinds of clothing are worn occasionally. Lungsin showed us a way how to show the same respect to tradition, with elegantly designed accessories that don’t scream “I love Indonesia!” for everyday use. Lungsin is known not only as the modern reflection of Indonesian cultural heritage, but also as a gift to the world.




You can see Lungsin products in hands of the First Lady of Indonesia, Mrs. Iriana Jokowi, Halimah Yacob (President of Singapore), Emine Erdogen (The First Lady of Turkey) Sinta Nuriyah Wahid, Yenny Wahid, Wury Estu Handayani (wife of Indonesia’s Vice President Ma’aruf Amin), Yanti Airlangga, Endang Budi Karya Sumadi, Magda Hutagalung, Riana Sari Arinal, to Ferial Hadi. Lungsin is also appropriate to be worn in more casual occasion, as seen on the hands of celebrities such as Raline Shah, Maudy Koesnaedi, and Adinia Wirasti.


Aulia Rusdi - Owner of Lungsin


“It was in 2012 I realized there was an opportunity for Indonesian handwoven fabric to become elegant accessories,” said Aulia Rusdi, or simply known as Lia. It is hard to ignore family’s influence to Lia’s decision to establish Lungsin in the first place. Her grandmother was a successful Batik Pekalongan’s businessmen and craftsman, while her mother, Anita Rusdi is an active member of Cita Tenun Indonesia. Lia just couldn’t let her mother’s numerous textile collection lying dormant in glass cabinets, and she decided to turn them into handbags.








With Lungsin, Lia is trying to achieve many things at once: from doing it as her hobby as avid bag fan, introducing Indonesian cultural heritage to the world, and giving opportunities to local handwoven textile craftsmen. “All of our designs are a blend of East and West, using traditional handwoven textiles to produce modern and stylish products of the highest quality and craftsmanship. Lungsin want to keep alive the ancient art of handwoven textiles by Indonesia’s artisan, from regions such as Padang, Palembang, and Baduy,” said Lia.


True to the saying “if it ain’t broke, don’t fixt it”, Lia admitted she doesn’t modify any of the traditional pattern, consider it her way of preserving the tradition. “They come as they are. We want to expose Indonesian handwoven textile, we just need to make it look modern and elegant,” she said.






Lungsin’s sophisticated products ranging from clutches, purses, handbags, coin bags, lipstick cases, to iPad cases. All are handmade in Lia’s workshop, located in Tebet, South Jakarta, with high level of details and craftmanship. “We strive to deliver the best possible products while listening to what the customers want,” stated Lia.





Photographer and Video: Rio Prayogo








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