Prita Widyaputri is the creative director of Nefertiti and N.F.R.T womenswear. Having to believe understanding consumer behaviour is key in any business, Prita graduate top at her class from Psychology major University of Indonesia where she studied principles of consumer behavior, fashion marketing, and branding.
The following year, she took fashion courses at LaSalle college Jakarta on pattern drafting and fashion business. In 2012, she founded Nefertiti ready-to-wear with Theresia Alit Widyasari and was named as one of the winner of Femina Magazine Women Entrepreneur competition. In 2013, Nefertiti was chosen by Jakarta Fashion Week as one of 12 designers to be in Indonesian Fashion Forward (IFF), an exclusive business coaching program held by Jakarta Fashion Week incollaboration with British Council Indonesia and Center for Fashion Enterprise London.
As a result of the program, N.F.R.T, sophisticated label utilizing exclusive print and best quality garment debuted at Jakarta Fashion Week 2014 runway. Best summed up as laidbackcool, its design aesthetic is a mixture of urban, modern, and sporty look. While Nefertiti pieces are often basic and casual, N.F.R.T label is set out to be more urban and trendy.
Best known for its aesthetic designs of being modern,urban, and youthful with a mix of sporty influence, N.F.R.T targets urban women of the age 18-35 with on-the-go characteristics in mind. Morever, women with ABSEC are considered to be N.F.R.T potential market. All the clothes are tailoredto balance school, work, and play vibes. Combined with light, comfortable materials, and basic and vibrant hues, N.F.R.T collection is created for easy mix and match.