Fresh Face: Metta Jayanti
Building St. Yarra and IAM Archives
F&M’s Fresh Face is a series featuring young Southeast Asian fashion practitioners, where we speak with them about how they embarked on their careers and what propels them as creatives.
Metta Jayanti.
As a creative director and entrepreneur, Metta Jayanti’s practice centres on building platforms for creative exchange in Jakarta. In 2023, she founded unisex resortwear brand St. Yarra, which is defined by clean silhouettes and textures intended for ease in everyday dressing. She later went on to co-found IAM Archives, an online multi-brand retail store showcasing local designers. Metta’s background in business bridges storytelling with commercial strategy across the two ventures, shaping both artistic and commercial direction. St. Yarra’s debut at Jakarta Fashion Week last year further marks a key moment for the brand, reflecting her continued focus on cross-disciplinary collaboration.
Raya Collection: ’AMANI’, 2025. Photo by Thomas Sito. Image courtesy of St. Yarra.
Hi Metta! Could you begin by telling us about your background and what led you to establish St. Yarra?
My name is Metta Jayanti, and I am a creative director based in Jakarta, Indonesia. I have a background in business, but I have been drawn to fashion since I was a child. Over time, through self-exploration and being shaped by my lifestyle, I developed my own sense of style. That was when the idea of building my own brand began to take shape.
St. Yarra began as something personal. I created it in memory of my late mother, as a way to stay close to her. The brand reflects how she lived: intentional, calm, and mindful. I translate that into pieces that feel effortless, personal, and easy to wear. In many ways, St. Yarra is my way of sharing my love for fashion while keeping her presence with me. My mother remains the inspiration behind it.
You graduated with a Bachelor in Business Management from Prasetiya Mulya University in 2022. How has your background outside of design shaped the way you build your brand and approach creative decisions?
Studying business has given me a stronger sense of direction when building something for the long term. It brings clarity to the way I translate creative ideas into reality. I am constantly balancing creativity with structure, and that balance allows the brand to grow in a considered and consistent way. Collaborating with leading creatives in the industry continues to shape and inspire my work.
“I am constantly balancing creativity with structure, allowing the brand to grow in a considered and consistent way.”
'MURIEL' Collection, 2024. Photo by Thomas Sito. Image courtesy of St. Yarra.
Extended Jakarta Fashion Week Collection: ‘Hues of Her’, 2025. Photo by Thomas Sito. Image courtesy of St. Yarra.
St. Yarra has built a distinct identity within resortwear. How would you describe the essence of the brand, and who do you design for?
St. Yarra is about a softer, more understated kind of luxury. It offers something calm, effortless, and easy to connect with. With clean silhouettes, subtle textures, and muted tones, each piece is designed to slip naturally into everyday life while still feeling timeless. It is less about being noticed, and more about how it makes the wearers feel, which is, comfortable, confident, and like themselves. It reflects a quiet kind of elegance and femininity that feels natural, not forced.
Could you walk us through your creative process, from initial idea to final piece? What are some of the challenges you encounter along the way?
Each collection starts with a feeling or a moment that resonates with me. That becomes the foundation of the moodboard and naturally sets the direction for the whole collection. From there, everything, including silhouettes, fabrics, visuals, and the smallest details, come together to bring the idea to life.
The process usually takes over three months and involves a great deal of trial and refinement. Along the way, there are many challenges, including finding the right fabrics, going through sample trials and errors, managing production issues, and preparing for our themed collection launch event, among other things. All of this has pushed my problem-solving skills and helped me grow as a business owner. The hardest part is staying true to that original feeling and turning it into something wearable, that feels natural and can be understood and experienced in a personal way.
The brand made its Jakarta Fashion Week debut last year with the collection ‘Hues of Her’. Could you share more about the journey to that moment, and what the collection represents?
‘Hues of Her’ was inspired by my mother, who remains at the heart of St. Yarra. With this collection, I wanted her presence to be felt in every part of the show, from the designs and delicate details to the music we created and the overall visual direction. We drew inspiration from the ocean, as my mother loved the sea, along with the warmth of sunset tones. These elements reflect the many sides of who she was, which is where the name ‘Hues of Her’ comes from. We wanted to express every layer of her story through the collection.
In this collection, we explored texture more deeply, working with lace and intricate beading to highlight a sense of femininity. Through each detail, we aimed to express her warmth and quiet sensuality. We were also inspired by the calla lily, my mother’s favourite flower, which became a subtle but meaningful element throughout the collection. Our muse, Dinda Yasmin, carried a bouquet of calla lilies on the runway, bringing that personal touch to life.
To extend the experience to our audience, we prepared custom fans shaped like a calla lily, placed on each seat, allowing guests to feel more connected to the story behind the collection. Visually, we created a soft sunset mood, with lighting that supported and enhanced the overall atmosphere of the runway. We also introduced an extended ready-to-wear collection through a special collaboration with UBE. As part of this, we designed custom brooches using unique beads, created to complement and elevate each look.
Presenting ‘Hues of Her’ at Jakarta Fashion Week was a defining moment for both me and St. Yarra. It gave me the opportunity to share something deeply personal with a wider audience and marked an important milestone in our journey as a growing fashion brand in Indonesia. None of this would have been possible without the support of my team and my loved ones. It was an honour to stand alongside so many inspiring local designers.
IAM Archives’ first campaign: ‘Obscuring Overtures’, 2025. Photo by Thomas Sito. Image courtesy of IAM Archives.
You are also the co-founder of IAM Archives, a multi-brand online platform launched in 2025. How does working across multiple labels inform the way you think about St. Yarra’s positioning and identity?
Working on IAM Archives has broadened my perspective on brand identity and positioning. I have been exposed to different approaches to storytelling and creative direction, which makes me more aware of the importance of consistency. The experience has allowed me to approach St. Yarra with greater intention and clarity, bringing a stronger sense of direction to my decision-making.
Brooch, Special collaboration with UBE, 2025. Photo by Thomas Sito. Image courtesy of St. Yarra.
Scented candle collaboration with Duft and Chandelle for the ‘MURIEL’ Collection, 2024. Image courtesy of St. Yarra.
St. Yarra has collaborated with other local brands such as UBE and Duft and Chandelle. What does collaboration mean to you, and what draws you to a brand when considering a partnership?
To me, collaboration is about alignment. I am drawn to brands that feel authentic and share the same values. From there, it is about bringing two perspectives together while still respecting each collaborator’s identity. That balance is what makes a collaboration meaningful and interesting.At St. Yarra, we have collaborated with UBE and Duft & Chandelle in ways that feel like natural extensions of our world. With Duft & Chandelle, for our ‘Muriel’ collection inspired by the coastline, we wanted to expand the experience beyond clothing. We created a custom-scented candle that reflects the feeling of the collection, giving our community another way to connect with the story.With UBE, the collaboration grew from our runway collection and a shared belief that beautiful things take time. Together, we created ‘The Slow Celebration’, a tribute to the comfort of family traditions, handmade processes, and the idea of slowing down. It is inspired by the warm, familiar moments we gather around during the holiday season.
“To me, collaboration is about alignment.”Finally, what’s next for your practice and brand? Are there any upcoming collections or projects you can share with us?
I want to focus on building both St. Yarra and IAM Archives. We are taking things slowly while working on something new. At the same time, we are expanding into the international market. I am looking forward to an exciting 2026 for St. Yarra and IAM Archives and to inspire more people.
Follow St. Yarra on Instagram at @st.yarra, and IAM Archives at @iam_archives, or visit iamarchives.com.