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THE LEADERSHIP PLAYBOOK

‘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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Lionel Lim

Lionel Lim

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

    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.

    IndonesiaFashionSouth-east AsiaThe Leadership Playbook

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