Born in the small city of Bandung, Indonesia, Natasha Tjandradinata was intoduced to fashion in high school. She consider herself a flexible, multidisciplinary designer who hopes to bring positive change. Aside from fashion, she also enjoys marketing, writing, graphic design, and social media management, and is working on mastering these skills.
Natasha Tjandradinata holds three principles in her design process: people, progress and perspective. Her inspiration comes from stories and her desire to bring good change and impact. She believes that design gives voice to things that are otherwise intangible. Tjandradinata believes that the more an idea is tackeld from different perspectives, the more interesting and holistic the design language becomes.
JODOH is an online marketplace that adopts a B2B and B2C model, acting as a mediator between designers, Indonesian artisans, and consumers. JODOH tries to garner the respect that business artisans deserve by building an ecosystem that marries the digital realm with the traditional, while creating a library of artisans that designers can choose from to better ease their ability to incorporate artisanal craft into their designs. Through the lens of contemporary fashion, JODOH looks at the artisanal culture of Indonesia as a valuable commodity