CosmoMagazine – Buttonscarves advances its international growth strategy by deepening its presence in Türkiye, a key market in the global modest fashion industry. After establishing direct access to local customers through a dedicated digital store and Türkiye website earlier this year, the brand is entering its next growth phase by building stronger local relevance.
To mark this milestone, Buttonscarves introduces the Istanbul Series, a scarf collection inspired by the beauty and artistry of Istanbul, launching in Indonesia on September 11, 2026, followed by a launch in Türkiye at the end of September.
The Istanbul Series draws from the artistry and visual character found throughout the city. Ottoman floral ornaments, architectural forms, and soft textural effects are composed into scarves that feel charming and feminine, presenting Istanbul’s enduring beauty through Buttonscarves’ contemporary design language.
Beyond the collection itself, Buttonscarves brings the Istanbul Series to life through an episodic campaign that presents “Postcard from Istanbul”, a story of memory, connection, and the unexpected ways the past can find its way back into the present.
Buttonscarves introduces the Istanbul Series, a scarf collection inspired by the beauty and artistry of IstanbulThe drama follows Aisha, who discovers a sealed letter among her late grandmother’s belongings in Jakarta and travels to Istanbul to deliver it. Her search brings her to Kaan, a man who seems to remember a past that Aisha has long forgotten.
As they revisit places across the city, fragments of their childhood together begin to return, revealing that their grandmothers had always hoped the two would one day find their way back to each other.
The journey gradually unfolds into a love story shaped by memories, years of separation, and feelings that never entirely disappeared. A collection of unsent postcards reveals that Kaan had continued thinking of Aisha long after she left Istanbul. By the end, what began as a trip to complete her grandmother’s final request gives Aisha a reason to stay a little longer, allowing an unfinished childhood story to begin again.
“Türkiye has been an important market for us, especially with the way modest fashion has become such a strong part of its fashion landscape. We introduced our digital sales platform there earlier this year, but we knew we wanted to do more than simply make Buttonscarves available,” said Mifthahul Jannah, Creative Director of Buttonscarves.
“The Istanbul Series is our way of creating something that feels closer to the women in Türkiye, inspired by the beauty of a city that stands between Europe and Asia. Through the seven-episode drama, we also want to introduce Buttonscarves through a story people can connect with, not only through the scarves,” she continued.
The seven-episode story marks a more expansive approach to campaign storytelling for Buttonscarves. Rather than introducing the collection through a single visual moment, the brand invites audiences to follow its story chapter by chapter and experience Istanbul through its characters, settings, and emotional discoveries.
“As the fashion house behind Buttonscarves, Modinity builds the business foundation that enables our brands to enter and grow in international markets,” said Linda Anggrea, CEO of Modinity Group.
“Türkiye is a strategic market for us because of its established modest fashion industry and its position between Europe and Asia. By investing in our digital presence first and developing stronger local connections, we see an opportunity to grow Buttonscarves in Türkiye while opening wider possibilities for Modinity and its brands across the region,” she explained.
The launch in Türkiye becomes an important step in Buttonscarves’ continued international growth. Through a collection that connects product design, episodic storytelling, and a locally relevant experience, Buttonscarves enters a new market with a clear creative point of view and a story rooted in the city that inspired it.
