Mothercare unveils inclusive Independence Day collection through #MerdekadariStigma

Mothercare Indonesia, a one-stop retailer for mothers and children aged 0-8, has launched a special Independence Day collection in collaboration with Seribu Paras, a community promoting inclusivity for children with Down Syndrome.

The campaign, titled #MerdekadariStigma, aims to raise awareness and break the stigma surrounding children with Down Syndrome. To extend the initiative’s reach, Mothercare has also partnered with the Association of Parents of Children with Down Syndrome (POTADS).

Niraj Jain, CEO of Multitrend Indo, which operates Mothercare Indonesia, said the company fully supports inclusivity and the call to ‘break free from stigma’ for individuals with Down Syndrome. The company is committed to donating 50% of the net profit from the Seribu Paras Collection sales to POTADS.

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“Beyond this collection, we will continue to champion inclusion for people with Down Syndrome as valued and productive members of society by providing training, creating job opportunities, and working closely with experts and communities such as Seribu Paras and POTADS to make this a reality,” said Jain.

The collection captures the spirit of inclusivity and self-expression through vibrant children’s designs, reflecting the festive colours of Indonesia’s independence. All designs are created by Vanessa, a child with Down Syndrome from the Seribu Paras community, whose artwork embodies creativity, hope, and the remarkable abilities of children with special needs.

“I love drawing because it makes me happy and allows me to share stories through my pictures. I hope my friends like my drawings and enjoy drawing too,” said Vanessa. Her mother, Fintje Tjandra, said that from a young age, the family had seen Vanessa’s love for drawing as her way of expressing her feelings and her world.

“Seeing her artwork now featured in a Mothercare collection that many children can wear brings us immeasurable joy. This is not just about art, but about courage, acceptance, and the hope that all children have the right to feel proud of who they are,” Tjandra added.

The exclusive collection is available in children’s sizes from 18 months to 8 years, at all Mothercare outlets and online. Beyond aesthetic appeal, the initiative carries a social mission, with a portion of proceeds supporting education and empowerment programmes for children with special needs through Seribu Paras and POTADS. 

Psychologist Pritta Tyas Mangestuti commented: “From a psychological perspective, inclusion plays a vital role in a child’s emotional and social development. When children with Down Syndrome are given the space to share their talents, as Vanessa has through her artwork, they experience increased self-confidence, a sense of belonging, and motivation to keep growing... This collection serves as a reminder that celebrating differences benefits not only the child but society as a whole.”

Mothercare Indonesia, part of the global Mothercare network with over 60 years of experience and 1,300 stores in 56 countries, offers a comprehensive range of quality products for parents and children. Locally, it operates 57 stores across 17 major cities under Multitrend Indo.

Multitrend Indo, founded in 2005 by Hitesh and Manoj Bharwani, is a retailer and distributor for both international and local children’s brands, operating 126 stores and distributing over 21 brands nationwide. With a strong omnichannel presence, Multitrend Indo reaches more than 100 cities and 35,000 distribution points.

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