After a decade of shaping Indonesia’s modest fashion landscape, Buttonscarves is entering a new creative chapter. The brand has officially appointed Mifthahul Jannah, widely known as Mitha, as its new Creative Director, a significant transition as she becomes the first person to take over the role from founder Linda Anggrea.
In her new role, Mitha will oversee the creative direction of both Buttonscarves and Buttonscarves Beauty, with a focus on building a unified creative vision as the brands continue to expand into the global market.
Mitha is no stranger to the Buttonscarves journey. Having been part of the brand’s growth into what is now Modinity Group, she previously served as Chief of Product Development at Modinity Group, where she played a key role in shaping its product direction. She is also currently the Creative Director and Co-Founder of Benang Jarum. With her new appointment, Mitha will take on a broader role in leading the creative direction of Modinity Group’s flagship businesses.
“Buttonscarves has been an important part of my journey, and I’m excited to continue shaping the brand as it moves forward. My commitment is to preserve the identity and values that our community has come to love, while continuing to bring fresh ideas, meaningful innovation, and a creative perspective that remains relevant for the future,” said Mifthahul Jannah.
For Linda Anggrea, the transition marks an opportunity to shift her focus toward leading Modinity Group, which currently oversees nine brands across its portfolio. Her priorities will include strengthening the group’s supply chain and business operations, developing talent, building strategic partnerships, and driving further market expansion.
“Mitha has been part of Buttonscarves since the beginning and has grown alongside the brand. Through her dedication, creativity, and deep understanding of our identity, she has earned this trust. I believe creating space for the next generation of leaders is an important part of building a brand that can continue to grow and remain relevant for the long term,” said Linda Anggrea.
With Mitha stepping into the role of Creative Director, Buttonscarves is poised to enter its next phase, one that builds on the brand’s established identity while opening up new creative possibilities and reaching a wider global community.
