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Plaza Senayan, an upmarket shopping mall in central Jakarta, has added a new store to its roster of premium boutiques and stores. Levi’s, the pioneering brand of jeans apparel from the United States, opened its biggest premium store in Indonesia at the mall on Saturday.

“As the center for Indonesian fashion, Jakarta is a potential market for us,” said Donna Massie Hutagalung, brand leader of Levi’s Indonesia.

Plaza Senayan is also considered one of the preferred upscale shopping malls in the city for the brand, which now operates 23 stores in Indonesia, to establish their biggest premium store.

Situated on the second level of the mall, the store adopts the international Levi’s retail design concept. With shiny jet black walls and lighted red panels bearing the brand name embossed in white on the facade, the store exudes a dynamic and trendy first impression.

The spacious interiors are enhanced with creative displays on wooden beams, iron grills and black boards to feature various jeans apparels and accessories.

At 203 square meters, the store encompasses three different product compartments — Levi’s Premium and the men’s and women’s sections.

In the premium section, customers can obtain exclusive apparel from overseas.

“In here, we present our super premium collections from Europe and Japan , such as Levi’s Blue, Levi’s Vintage Clothing and a limited edition of Levi’s Red Tab collaboration series,” said Bangbang Subagdja, senior product manager of Levi’s Indonesia .

This year, the brand has collaborated with several fashion designers to develop its premium products.

For its European line, Levi’s has collaborated with Danny Sangra, a visual artist and fashion designer from London.

“Levi’s fanatics used to hunt for these collections abroad,” Donna Massie said. “Now, they get them at this store.”

Levi’s Blue is a European-line collection that is a reinterpretation of Levi’s 501 classic styles. Levi’s Vintage Clothing was created to retain Levi’s historical heritage.

This collection uses the same selvedge fabric (denim with self-finished edges that do not unravel) that was used to produce Levi’s jeans between the 1890s and 1960s.

In the men’s section, classic Levi’s 501 collections are displayed between attractive red wooden frames.

Artful display ads, wooden benches and raw, unfinished crates enhance the area.

The women’s section features jeans of various cuts and models hanging on black boards.

Floor-to-ceiling mirrors, which extend to the fitting-room row, create a stylish modern look.

“One of our best-selling items is the Ultimate Lift,” said Anna Maria Widiastuti, Levi’s women’s product manager. This is designed to fit the wearer’s rear into the cup shape of the seat.

At its store opening celebration, Levi’s presented its Fall/Winter 2009 collection in front of the new store.

A variation of slim fitting dark blue, gray and black jeans ruled in the collection.

Eurasian models, strutting the corridor as their make-shift runway, threw on button-down checkered shirts in bold red and indigo to complete their easy-going, casual look.

The men’s collection had a bolder look, intensified with trucker jackets and caps, and winter vests with faux-fur hoods.

The women looked daring and sexy in skinny jeans and shorts paired with knee-high leather boots and shirts knotted at the waist.

“The trend for women’s apparel today is towards a sexy masculine look,” said Anna Maria.

“As you can see for yourself, girls with a strong masculine style look pretty hot.”