There's a reason your feed is suddenly full of coral prints and teal scarves. Buttonscarves, the Southeast Asian modest fashion label that started in a living room, just opened the doors on Buttonscarves Under The Sea, the third and largest edition of its annual Tropical Paradise Takeover  and it's taking over an entire lifestyle destination, not just a store shelf. 

At a glance:

• Dates: 17 July – 17 August 2026 (one month)
• Location: Land's End, Pantai Indah Kapuk 2, Jakarta
• Exclusive colorways: 4 total — 2 sold only at the pop-up, 2 sold only online
• Scale: 50+ Buttonscarves stores across Indonesia, Malaysia, and Singapore

What Is Buttonscarves' Tropical Paradise Takeover?
Tropical Paradise Takeover is Buttonscarves' signature annual activation, running for a full month at a single physical destination rather than just launching online. It debuted with the Misool Series in 2024, followed by Forestis in 2025, and now arrives at its third chapter: Under The Sea, running from 17 July to 17 August 2026 at Land's End in Pantai Indah Kapuk 2, one of Jakarta's fastest-growing waterfront lifestyle hubs.

What's Inside the Under The Sea Collection?

This is Buttonscarves' largest Tropical Paradise collection to date. Think coral-inspired artwork, ocean motifs, and a palette anchored by teal  layered across scarves, ready-to-wear pieces, bags, footwear, accessories, and even tumblers.

The standout: four exclusive scarf colorways created only for this series. Two are locked to the physical pop-up at Land's End. The other two exist only on the Buttonscarves website. Miss one, and you're not finding it anywhere else.

Where Can You Experience It?
The activation spans the entire venue. Visitors move through an exclusive Tropical Paradise Pop-Up Store, ocean-themed installations, and interactive photo spots built around the Under The Sea concept. Three café collaborations  Pier, Noesaka, and Orange Bay  let people turn a shopping trip into a full day out, from morning coffee to evening dinner, without leaving the destination.

"This third edition is our biggest one yet, not only through our most extensive collection, but also through the scale of the experience we've created," said Linda Anggrea, CEO of Buttonscarves.

Why Does This Matter for Indonesian Modest Fashion?
Here's the counterintuitive part: Buttonscarves isn't just selling scarves anymore  it's building a recurring annual destination, the same playbook luxury brands use for seasonal takeovers, but applied to modest fashion in Southeast Asia. With over 50 stores across Indonesia, Malaysia, and Singapore, the brand has enough scale now to turn a single mall activation into a month-long cultural moment rather than a product drop.