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WHO SAYS that the world of fashion and the world of herbs cannot cross? In Paris, the fashion capital of the world, the aroma of red ginger from Indonesia is also coloring the atmosphere through a small step that has a big impact: a collaboration between Bejo Jahe Merah and Alethea Sposa by Evelyn Witono Putri.
During the 2025 Paris Fashion Show, a fashion event that brings together creativity from around the world, Alethea Sposa stole the show with a collection of wedding dresses that combined feminine touches with Cheongsam design lines. Not only did Alethea Sposa’s presence bring her work to an international audience, it also brought a sense of warmth from home, a package of spirit in the form of Bejo Jahe Merah.
Behind the beauty of the dress and the glitter of the runway, there is another story: the struggle to maintain stamina in the cold Parisian temperatures, the marathon working hours and the pressure of perfectionism in the fashion world. In these conditions, a cold becomes an opponent to be defeated. Evelyn Witono Putri, founder of Alethea Sposa, admitted that keeping the crew and models healthy is an important part of the show’s success.
“As designers, the biggest challenge is our long working hours from design sketches, production, fitting and finishing, so we often stay up late and get tired easily. To keep our team fit in the cold, windy Parisian weather and the revealing clothes, I prepare them with red ginger herbs,” said Evelyn when met backstage at her fashion show.
Masuk Angin is widely known in our country as a general term to describe various mild symptoms such as chills, bloating, aches and pains to nausea – a phenomenon that has no direct equivalent in many other countries. However, this popular term in the Indonesian language covers complaints that are universal, and now Masuk Angin is known all over the world.
Anyone who experiences fatigue or is exposed to cold weather anywhere in the world will recognize a similar uncomfortable sensation. This is where the warmth of red ginger comes in.
Behind the scenes, Bejo Jahe Merah provides an unexpected ‘support system’. This modern herbal product is a faithful friend that helps models and crew stay fit, ward off cold symptoms, and keep their spirits high until the end of the event.
The presence of Bejo Jahe Merah on this occasion is also part of the continuation of the Anti Angin-Angin Club campaign, an initiative that was previously launched to educate the public on the importance of maintaining stamina in the face of the challenges of weather and busy activities. Bejo Jahe Merah is not only a practical health solution, but also brings a story of local strength that is relevant on the international stage.
In the spirit of this collaboration, Bejo Jahe Merah and Alethea Sposa prove that introducing Indonesian culture does not have to be through exotic clichés. It can be present through elegant designs, warming herbal drinks and a timeless spirit of adaptation.
“This collaboration between fashion and herbal cold remedies is our way of showing that Indonesia’s wealth has many faces, many tastes, and all can be proudly presented on the world stage. Together with Bejo Jahe Merah, an herbal drink based on red ginger, an original Indonesian spice rich in health benefits, we present this unique collaboration,” said Rindu Melati Siregar, Group Brand Manager of the Natural Wellness Category at PT Bintang Toedjoe.
“This is not just about appearances, but about letting the world know Indonesia through work, taste and sincerity. Bejo Jahe Merah hopes that more achievements from Indonesia will be born on the international stage, while reflecting the benefits of red ginger as an original Indonesian herbal heritage”.
With this step, Bejo Jahe Merah and Alethea Sposa prove that Indonesian creativity can speak anywhere – in its own way, with its own style and, of course, with the addition of Bejo (luck). [traveltext.id]
