About Us


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 basics 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, Monique - as the Creative Director of the label, 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 is renowned university for their innovative and creative approach, gave the label their unique approach to design. 

One thing that sets Alex[a]lexa apart is their take on creating urban wear with a playful twist. This is done through injecting a sense of whimsicality in the form of prints and applications, which compliment their take on modern yet laid back silhouettes perfectly. Monique’s previous double role as a marketer and PR for multi national companies also gave the extra edge of what people working in the same area would want to wear, both to work and to play. 

In 2013 the brand was also selected to be one of the top 3 finalists for the prestigious Most Innovative Brand category for Cleo Fashion Award, which gave them a chance to launch their Spring Summer 2014 collection at Jakarta Fashion Week. The brand recently has also been listed as the new designer/brand to watch out for by In Style Indonesia, and previously by Free Magazine, The Jakarta Globe and The Jakarta Post. 

Alex[a]lexa is available at these stockists: 

  • The Goods Dept. at Pondok Indah Mall 2, Jakarta, Indonesia
  • Lotte Shopping Avenue, Jakarta, Indonesia

And also online at: 

  • www.bobobobo.com - Indonesia 
  • www.thegoodsdept.com - Indonesia 
  • www.monoco.jp - Japan 
  • www.oberoistreet.com.au - Australia 
  • www.fashionvalet.com - Malaysia 
  • www.gnossem.com - Singapore


For further info please click www.alex-alexa.com or follow and Like us on :
Twitter and Instagram : @shopalexalexa 
Facebook : Alexalexa 


  For commercial or press enquiries kindly contact :

Commercial :
Monique Natalia Soeriaatmadja
Email: Monique@alex-alexa.com

Press :
Email: press@alex-alexa.com