How 3 sisters turn Indonesian brand Peggy Hartanto into global fashion name
Named after its creative director, Peggy Hartanto was established in 2012 by twin sisters Peggy and Petty Hartanto, both 37, alongside their older sister Lydia, 39.With early backing from Singapore retailers, it is now stocked across Asia, the Middle East, Europe and the United States, earning a reputation for sculptural silhouettes and meticulous tailoring.The story of the brand began in a workshop in the port city of Surabaya, surrounded by machinery and industrial equipment.
From L: Peggy, Lydia and Petty Hartanto. Photo courtesy of Peggy Hartanto
"Our family has an engineering and trade background. Nobody we knew worked in fashion or as creatives," Peggy said, as cited by Channel News Asia. She her sisters were often brought to the family workshop after school."I always knew that being an entrepreneur is what I strive to do later," she said. "But I think it would surprise little Peggy to know that the things she loved, art and creative work, is actually what she will do for a living."Peggy started to develop her talents early. "I made clothes for my dolls using leftover fabrics from my mum and grandma. You could say that from a young age, fashion came as second nature to me," she told Tatler Asia.She later graduated as Best Student in Fashion Design from the Raffles College of Design and Commerce in Sydney, though not without a defining challenge. Two weeks before her final show, her lecturer deemed the collection "simply not good enough," forcing her to start over."I remember crying a lot, redesigning, sewing, starting all over again while counting days to the show," she said. "But that pressure forced me to think and create beyond what I did before." The experience reinforced a lasting principle: never settle for less than the best.
Lunar Collection 2026. Photo courtesy of Peggy Hartanto
Femininity in designAmong the distinct features of Peggy Hartanto’s design are the clean lines, bold colour-blocking and architectural yet wearable clothes."We spend a lot of time on the technicality of the patterns to ensure they flatter the female form without risking being uncomfortable," Peggy said. "When a woman wears a piece with a specific structure or volume that fits her well, it does more than change her appearance; it shifts her physical posture, confidence, and presence in a room."At the core of the brand’s philosophy is the belief that women embody multiple roles."As women, we navigate a constant rotation of roles; as a creative, sister, business partner, leader, and for many, wife and mother," Peggy said. "Each of those roles demands a completely different side of us."While some designers may choose to follow Indonesian traditional motifs to kickstart their career, Peggy and her sisters decided to not pursue this path."We chose to define our Indonesian identity not through motifs, but through craftsmanship," Peggy said. "From the start, we aspire to be a brand that is not defined by border. We wanted to speak to women regardless of where they are."Peggy also allows herself to be influenced by pop culture. One of her collections was inspired by the mysterious world from Avatar, a global cinematic blockbuster directed by James Cameron, according to Tatler Asia.The global outlook informed early strategy. According to Lydia, the brand’s managing director, the team prioritized international exposure: launching an online store, engaging global media, forming a partnership in Los Angeles and entering international competitions."This built our credibility outside of Indonesia early on," she said. Singapore became one of its first retail markets, with the label now stocked at multi-label store SocietyA, marking an early validation beyond its home base.The sisters also co-founded Ara, Indonesia’s first multi-label store focused on contemporary local brands, helping to elevate perceptions of domestic design."We have prioritized organic growth over rapid scale," Lydia said. "Growth must be sustainable."In 2025, Peggy Hartanto opened its first standalone flagship at Plaza Senayan in Jakarta, marking a milestone more than a decade in the making, according to Inside Retail.For Petty, the brand’s art director, the store extends the language of the garments. "The pieces are architectural yet soft, structured yet poetic," she said.Alongside its signature tailored dresses, one of the brand’s current bestsellers is a leather card holder adorned with its signature floral or leaf appliques. Developed in response to cashless habits and as an accessible entry point, it has gained unexpected popularity.
ZIG Shell Bag. Photo courtesy of Peggy Hartanto
A business trioPeggy does not take credit for all the work. In terms of role distribution, she serves as the sculptor, while Petty works as the storyteller and Lydia takes up the strategizing task.Raised within a family business environment, building a company together came naturally. Their key advantage, they said, lies in knowing each other "very well." The line between personal and professional life has long blurred, making the shift between sisterhood and business seamless.As twins, Peggy and Petty share what Petty described as a "natural rhythm.""We’ve been shaping ideas together for as long as we can remember," she told Channel News Asia. "Often, we can sense each other’s hesitation or excitement without needing many words."Creative differences do arise, with Lydia often stepping in as mediator. Decisions are typically made collectively, sometimes by a simple ‘2–1’ vote.Business discussions frequently extend into family time. While they make an effort to set aside moments for sisterly bonding, all three acknowledged it is "not possible to be together without talking about business," before adding that they would not have it any other way.
