Buttonscarves

The Story Behind Buttonscarves

As the flagship brand of Modinity Group, Buttonscarves has become a cultural movement beyond fashion. What started with collectible scarves has expanded into bags, ready-to-wear, accessories, and beauty, while consistently elevating craftsmanship and storytelling design.

With more than 50 stores across Indonesia, Malaysia, and Singapore, and a strong digital ecosystem of over 1.3M social followers, Buttonscarves has connected millions of loyal customers worldwide. Its international presence includes campaigns and activations in New York, London, Paris, Dubai, and Singapore.

Mission & Responsibility

Buttonscarves is built on four core values: creativity, quality, inclusivity, and community. Each piece is designed to empower women globally while celebrating cultural identity.

Through the Buttonscarves Lady movement, the brand fosters confidence and belonging among its community. At the same time, Buttonscarves upholds ethical practices and environmental responsibility using sustainable materials, eco-friendly packaging, and durable designs.

Concept Behind the Collection

From 500+ storytelling scarf designs to genuine leather bags and modern ready-to-wear silhouettes, Buttonscarves offers versatile, elegant pieces that suit both everyday style and international runways. Each product embodies sophistication while staying true to its Southeast Asian roots.

Buttonscarves has also collaborated with leading global names such as Disney and Emily in Paris, and partnered with tourism boards in Singapore, Dubai, and Switzerland positioning itself as a fashion brand that bridges local identity with international relevance.

Cultural Influence & Global Presence

More than just fashion, Buttonscarves has evolved into a cultural force. Its guerrilla activations, viral campaigns, and runway showcases at New York, London, and Dubai Fashion Weeks have amplified Southeast Asia’s voice on the global stage.

By working with global icons and ambassadors like Halima Aden, Putri Marino, Laura Basuki, and Alyssa Daguise, Buttonscarves continues to embody empowerment, inclusivity, and modern elegance cementing its position as a global-ready brand from Southeast Asia to the world.