A change in identity can open up new possibilities for a brand. For MASA, formerly known as MASA Linen, the transition marks a move beyond its beginnings in linen apparel towards a broader wardrobe of fashion essentials for women. The brand introduced its new identity on 8 August 2026 at Nirmana Falatehan, South Jakarta, alongside the launch of its latest collection, masakemasa.

Founded by in 2018, MASA has built its foundation around pieces designed for everyday wear. With the rebranding, the label expands its focus to accommodate the different needs and routines of modern women, while maintaining its emphasis on thoughtful design and wearability. The shorter name reflects this wider direction, giving the brand room to explore new materials, silhouettes, and categories.

The launch also introduced Nurfitriyani Hadiewinoto as Creative Director, bringing a new creative perspective to the brand. Her approach centres on the different stages of a woman’s life and the ways personal style evolves alongside them. The idea finds its expression in masakemasa, a collection that reflects growth, change, and the many roles women take on over time.

The collection features Fine Cotton and Ivy Suede, alongside Rayon Viscose for hijabs. Its palette moves between soft, warm tones and deeper shades, balancing a sense of ease with more confident expressions of style. The pieces are designed to work across everyday settings, offering versatility without losing the character of each look.

At Nirmana Falatehan, the collection was presented through a trunk show that introduced guests to MASA’s updated identity and design direction. The format gave the clothing room to take centre stage, allowing the fabrics, colours, and silhouettes to speak for themselves. Wardah joined the presentation as the official makeup partner, complementing the collection with fresh, natural, and understated beauty looks.

The rebranding marks an important step in MASA’s development, carrying the brand into a broader category while keeping women and their everyday lives at the heart of its approach. With masakemasa, MASA presents a wardrobe built around the idea that personal style can change and grow with its wearer. The launch at Nirmana Falatehan offered the first look at this new chapter, setting the tone for the brand’s evolving identity.