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‘Patience is the real strategy’: How Indonesia’s ‘LV of scarves’ expands to Singapore and beyond

Buttonscarves eyes global expansion, riding on US$2.3 trillion halal economy

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    • Linda Anggrea is the Jakarta-based founder and chief executive of Buttonscarves and Modinity Group, a conglomerate of eight other modest brands.
    • Linda Anggrea is the Jakarta-based founder and chief executive of Buttonscarves and Modinity Group, a conglomerate of eight other modest brands. PHOTO: YEN MENG JIIN, BT

    Lionel Lim

    Published Fri, Oct 31, 2025 · 02:30 PM

    The strategies and stories that shape today’s leaders.

    [SINGAPORE] Dubbed Indonesia’s “Louis Vuitton of scarves” by some, Buttonscarves, founded in 2016, is popular among Muslim women in South-east Asia for its premium offerings.

    Now, years of sustained growth have encouraged the Indonesian modest fashion brand to look beyond its home region for new customers.

    The brand, which already has physical stores in Malaysia and Indonesia, recently opened its first Singapore store in Jewel Changi Airport, a move that its CEO and founder Linda Anggrea said is key to its global expansion strategy.

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    IndonesiaFashionSouth-east AsiaThe Leadership Playbook

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