JAKARTA, September 2026 — Southeast Asian modest fashion powerhouse Buttonscarves is entering a new strategic phase in its global expansion. For the first time in over a decade, the brand’s creative helm is being passed from Founder Linda Anggrea to Mifthahul Jannah as the newly appointed Creative Director.
The leadership transition represents more than a refresh of the brand’s creative direction; it is a structural realignment designed to support aggressive international market penetration under parent company Modinity Group.
UNIFYING CREATIVE VISION ACROSS THE BRAND PORTFOLIO
Mifthahul Jannah, widely known as Mitha, has been instrumental in the growth of Buttonscarves since its early days. Previously serving as Chief of Product Development at Modinity Group, she spearheaded product design across the group’s entire portfolio, shaped retail store concepts, and defined the overall brand experience.
In her elevated role, Mitha assumes oversight of Modinity Group’s largest creative portfolio. Her responsibilities include aligning design strategies across Buttonscarves, Buttonscarves Beauty, and Benang Jarum—the ready-to-wear label she co-founded and creatively leads.
“Buttonscarves has played a profound role in my personal and professional journey, and I am honored to lead the brand into its next era. My commitment is to safeguard the core identity and values cherished by our community while introducing fresh perspectives, meaningful innovations, and global creative relevance.” — Mifthahul Jannah, Creative Director of Buttonscarves |
Consolidating fashion, beauty, fragrance, and experiential retail under unified creative oversight aims to ensure brand consistency as Buttonscarves scales globally.
DECOUPLING STRATEGIC GOVERNANCE FROM CREATIVE EXECUTION
The appointment allows Founder Linda Anggrea to step back from day-to-day creative direction and focus entirely on her role as Chief Executive Officer (CEO) of Modinity Group.
Linda’s executive focus will now center on strengthening the group’s corporate ecosystem, including supply chain optimization, human capital development, strategic partnerships, and macro market expansion.
“Building a brand goes beyond creating products; it is about cultivating leaders and trusting them to carry a shared vision forward.” — Linda Anggrea, CEO of Modinity Group |
She emphasized that enabling succession planning from within the organization is an essential prerequisite for building a sustainable, long-term global enterprise.
ACCELERATING GLOBAL RETAIL EXPANSION
This corporate reorganization arrives as Buttonscarves accelerates its footprint, currently operating more than 50 retail stores across Indonesia, Malaysia, and Singapore. Originating as a home-based studio, the brand has evolved into one of the dominant forces in Southeast Asia’s modest fashion landscape.
Under Mitha’s creative leadership, Buttonscarves is poised to sharpen its brand storytelling and adapt its retail experience to resonate with international consumers while maintaining the cultural authenticity that drives its loyal customer base. The move underscores Modinity Group’s maturity in managing merit-based executive transitions in the creative economy.
